Social Media & Consumer Choices Project

This marketing project investigates the impact of social media on consumer choices, specifically focusing on Marks and Spencer. The project utilizes a mixed-methods approach, incorporating both qualitative and quantitative data. Qualitative data is gathered through questionnaires and surveys, analyzing the responses thematically. Quantitative data is presented in frequency tables. The project explores factors influencing consumer decisions, the effectiveness of social media marketing strategies employed by Marks and Spencer, and the extent to which social media influences consumer behavior. The findings suggest a significant influence of social media on consumer choices, with recommendations for Marks and Spencer to improve their social media strategies. The project concludes with suggestions for future research in other sectors.

Table of Contents
PROJECT TITLE.............................................................................................................................2
TASK 1............................................................................................................................................2
1.1 Introduction......................................................................................................................2
1.2 Factors that contribute into the selection of research project...........................................3
1.3 Literature review..............................................................................................................3
1.4 Research project specificaion...........................................................................................6
1.5 Appropriate plan...............................................................................................................7
Expected outcomes..........................................................................................................................7
TASK 2............................................................................................................................................8
2.1 Match resources efficiently to the research questions or hypothesis...............................8
2.2 Attempt the research proposal in accordance with agreed specification and procedure 10
2.3 Record the collected data from the respondents in the form of frequency.....................11
TASK 3..........................................................................................................................................13
3.1 Description of the research evaluation method with justification..................................13
3.2 Interpretation and analysis of the outcomes in terms of the original research...............14
3.3 Recommendation and justification for future research..................................................23
TASK 4..........................................................................................................................................24
4.1 Converted in PPT...........................................................................................................24
REFERENCES..............................................................................................................................25
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PROJECT TITLE
Does social media affect consumer choices. The title simply signifies whether the social
media affects the choices of consumers or not.
TASK 1
1.1 Introduction
In this present world, it can be evaluated that consumer is the most important element in
the whole market area. Organizations are making goods and services, which are for the benefit of
the consumers. In this present research report, it will be clarified that through the effect of social
media, choices of consumers can also be affected. It would be further embarked that, consumer’s
effects on their choices are in accordance with the changes in the market trends. Also, it can also
be noted that consumers, now a days are brand conscious. They prefer those products and
services, which offers good quality and services. The main objectives of the organizations are to
satisfy the consumers in such a way so that it can attract the eyeballs of the consumers and
increase its profitability and productivity. It can also be noted that there are certain
considerations, which are required to be fulfilled by the organization in order to pull down its
consumers and potential buyers.
Aim: To identify whether social media affects consumer choices- A case study on Marks
and spencer.
Objectives: In order to make the research project successful, it is necessary to have a close
interaction with the objectives of the research. To accomplish the main aim, various objectives in
the context of the research are as follows:
 Identification of the effectiveness of the social media. In other words, it includes the way
in which the social media can be effective in today's modern era;
 To evaluate the way in which the consumers can be affected by the impact of social
media in this modern world;
 To identify whether social media affect consumer choices;
 Evaluation of extent to which the customers can be affected by the social media
marketing;
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 Analysis of techniques and methods by which the impact of social media on consumers
can be evaluated.
1.2 Factors that contribute into the selection of research project
There are various factors that contribute into the selection of research project like interest,
time, effort, resources, skills and knowledge. These different aspects play an important role in
order to complete the field of study in more successful manner. If an individual will conduct a
study on a particular topic, then it is necessary that he should have knowledge regarding to the
particular subject area. Skills are also essential as through these, data will be collected from
different authenticate sources. All resources should be utilised in an appropriate manner so that
project can be completed in a timely manner. Further, interest is one of the important aspect
which is very important while conducting a study on a topic. If an individual will not have an
interest, then research objectives cannot be achieved effectively.
1.3 Literature review
Introduction
This present research report is based on the issue that whether the social media has a
direct affect on the various choices of the consumers. Since, consumer is the most important
medium through which the business organizations can make profits (Tuten and Solomon, 2014);
therefore, satisfaction of costumers is an effective task and main objective for a business
organization as it results in the overall development and profitability. It also provides a reason on
the basis of which a company can retain its goodwill in the market industry. In this report, it will
be analysed whether the choices of customers of a company gets affected through the social
media or not. The growth of social networks has increased the online marketing or interaction
and communication of the goods and services among people.
Identification of the effectiveness of social media
Social media is the medium through which informations, ideas, opinions and different
thoughts can be created and shared with the help of the computer mediated technologies
throughout varied range of people across the world. In accordance with the view point of Aral,
Dellarocas and Godes (2013), various informations can be shared among different people from
one place to another in a quick and efficient manner. Also, it enables the development of the
social networks and networking sites with the connection of the profile of user with another
user's profile. In this modern world, there is a great effectiveness of social media for people
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living in this era (Wolny and Mueller, 2013). Through social media, online marketing has also
come into force. Costumers can get varied range of choices and preferences through the social
media, says, Korda and Itani (2013). It offers a variety of choices and preferences in regard to the
goods and services, which are available through the official and social networking sites like
Facebook, Twitter LinkedIn etc. also, the former one is considered as among the most popular
social networking sites.
It enables the exchange of the different cultural and intercultural communication. In the
words of, Onozaka and Mcfadden (2011), it can be assessed that online social networks have
now become an effective and efficient inseparable part for an intention of communication of
human and interaction in life of different people.
Way in which the consumers are affected through the social media
In this modern world, choices of consumers are getting far better from the traditional time
period. In the words of Qualman (2010), it can be evaluated that the organizations are also
manufacturing and producing goods and services in the way so that it attracts the consumers and
increase their profitability. It can be further evaluated that social media affects the buying
behaviour of consumers in different and varied ways.
Through the help of social media, business can make aware the costumers regarding their
brand and other aspects. Also, with its help, it can be assessed that consumers get visibility of the
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business organizations. Further, consumers are provided with a lot of choices of different
companies and also they can look up to dissemination of great deals of information; in addition
to it the information regarding the products and services can also be scrolled through. It enables
the consumer to log on to social networking sites like Facebook and have an analysis of the idea
and feedback regarding a particular product. Next to it, the more information is likely to be
available for the consumers by a company, the more they will tend to buy that product for the
satisfaction of their wants and needs.
Moreover, the growth and expansion in the online participation of the consumers has
impacted the products and services of consumers.
Identification of whether the choices are influenced or not
Social media is considered as an effective medium, which enables the companies to offer
a varied range of products and services, which influence the consumers and their buying
behaviour. It can be assessed that there are different types of companies who upload their
products on social media (Social Media Marketing Influences Consumer Behaviour, 2017).
Further, it can be noted that various opinions and reviews can be obtained in the aspect of the
products and services utilised by other consumers. This will enable the potential buyers to form
decisions in regard to the purchase of goods and services. Also, in accordance with the viewpoint
of Smith (2014), through the use of social media, relationship between the consumers and brands
can be established. For an instance, by having an interaction over the rating of a particular brand
on Facebook or Yelp, feedback of costumers can be obtained. So, this is the major reason
through which the choice can be affected in the context of the products. Also, Sheehan (2013)
says that if the ratings are not good, then consumer choices will be diverted and preference will
be the high rated product or services.
Extent up to which the consumers are influenced through social media
According to the view point of Qualman (2010), various parts of the society are highly
affected through the marketing on social media. In other words, there are different groups like
primary, secondary, informal and formal groups, which are highly influenced by the online
media marketing. In this modern era, it can be evaluated in the words of Solomon, Russell-
Bennett and Previte (2012) that buying behaviour of customer are highly influenced through the
social media. For consumers, the social networking sites are getting highly reliable for
attainment of the information regarding different brands. They prefer social media buying as it
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enables them to gain data and details of that product in a less time. From this, it can be evaluated
that consumers are considered as to get involved in online Word-of-Mouth communication. Also,
consumers rely on the information that has been provided by other persons in the context of the
ratings and feedbacks. It can be further evaluated that influence has been operated in three
senses, which can be summarised as informational influence, utilitarian influence and last is
value expressive influence.
1.4 Research project specificaion
Methods which are used for the collection of data
There are two methods, which can be used in the context of the purpose of the research
approach and methodologies. These can be characterised as the qualitative and quantitative data.
On one hand, former data is the method, which is applicable in those circumstances in which
there is a development of concepts and approaches on the basis of the assessment of data
collection. On the other hand, latter data is another method in which data produced are always
numerical. Also, analysis is made in accordance with the mathematical and statistical methods.
In addition to this, under quantitative methods, it can be said that method of data collection and
evaluation is distinct. Qualitative research is based on the study and examination of the particular
approach. It can be further noted that there are various forms of the research methods from which
these are considered as the most suitable methods.
In this present research method, it can be understood that qualitative methods have been
used in the analysis of data. Adding to it, that qualitative data is useful in conduction of research
as it serves as a basis of research through the medium of questionnaires and various survey
techniques. It can also be noted that with the help of questionnaires and survey methods,
opinions of large group of people can be obtained. In the light of this, it can be further evaluated
that these methods are also useful in obtaining the different opinions and views of other people.
In this, some people are randomly selected from a large area of population. These people are
considered as the representative of public.
Sources of data
It can be assessed that there are two sources from which data can be collected. So,
focusing this there are two methods, which can be characterised as primary and secondary
sources of data. These respective two sources are responsible for the effective accomplishment of
objectives and aim of the research. However, it can also be considered that both primary and
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secondary sources of data are not as much reliable for the effective accomplishment of the
research and its objectives and they both rely on each other. Primary source of data is the
method in which the data and information can be collected through both sources. On the other
hand, it can be evaluated that secondary sources of data are the medium in which the relevant
information and data is collected on the basis of use of the effective techniques and methods.
In this present research, information for conducting research has been collected through
the use of the primary source of data. Records of organizations and their customer data can aid in
collecting such data.
1.5 Appropriate plan
Expected outcomes
From the above research report, it can be analysed that consumers are highly affected by
the social media marketing. Social media networks have a great influence on the buying
behaviour of consumers and potential buyers. In this report, with a viewpoint of different
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authors, it can be examined that there are many factors, which attracts people in performing all
their tasks and buying of goods and services through online. Also, in the light of social media,
the organizations get an opportunity to showcase their brand value in front of the consumers. It
can be further noted that there are many groups, which are responsible for effecting the buying
behaviour and choices of consumers. Further, it has been evaluated that Internet can serve as a
basis of sharing of information from one person to another through an effective common
medium. Also, online social media networks help in the disseminating of information, views of a
person regarding a particular brand's goods and services. Through this report, it can be assessed
that social media marketing has a great role in effecting the choices of consumers creating a
direct impact on the products and services of an organization.
PROJECT TITLE
Does social media affect consumer choices. The title simply signifies whether the social
media affects the choices of consumers or not.
Aims: To identify whether social media affects consumer choices.
Objectives:
1. Identification of the effectiveness of the social media. In other words, it includes the
criteria in which the social media can be effective in today's modern era;
2. To evaluate the way in which the consumers can be affected by the impact of social
media in this modern world;
3. To identify whether social media affect consumer choices;
4. Evaluation of extent to which the customers can be affected by the social media
marketing;
5. Analysis of techniques and methods by which the impact of social media on consumers
can be evaluated.
TASK 2
2.1 Match resources efficiently to the research questions or hypothesis
In order to conduct an effective investigation for assess the impact of social media on the
customer choice, researcher required three major resources that is financial resource, technology
and human resources. Time is essential source because scholar have to accomplish the task
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within given time period. In addition to this, human resource is another major element which
required in collecting the information about the topic. Human resources provides a detail
information about the subject by fulfil questionnaire. In order to collect the information,
researcher has conducted survey of the 20 customers. Following are systematic questionnaire
related to the social media impact on the customer choice of Marks and Spencer
Demographic information
1. Name: ___________________
2. Age
 18 to 25 year
 25 to 40 year
 40 to 50 year
 50 and above years
3. From how many years you are purchasing the product and services from the Marks and
Spencer?
 In Every month
 Within 6 Months
 Within one year
 From 5 year
4. While you purchase the product and services which component affect to your decision?
 Brand image of firm
 Price factor
 Quality of product
 Others
5. Are you aware about the term of social media and its various channels like Facebook,
twitter, Instagram etc.
 Yes
 No
6. Are you influence by the social media channels at the time of purchasing the product
and services at Marks and Spencer?
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 Yes
 No
7. Are you agree that Marks and Spencer using an effective channel of social media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
8. Which tool of social media mostly used by the Marks and Spencer?
 Twitter
 Facebook
 You tube
 Other
9. What is major intension to use social media at the time of purchase the product and
services?
 Collect the information about the product and services
 Post feedback regarding product and services
 Identify the best offers and discount about the product and services Identify the best
product and its alternative
10. Are you agree that company should improve its existing approach of social media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
11. Recommend an effective strategy through which Marks and Spencer can able to
improve its use of social media
2.2 Attempt the research proposal in accordance with agreed specification and procedure
In order to investigate the research for achieve the objective, after prepared an effective
questionnaire about the topic, researcher has taken personal email id of 20 customers who
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regularly purchase the product and services from the Marks and Spencer. Investigator has sent
the questionnaire to 20 customers for taking their review about the topic. With help of this
manner, investigator can collect the information about the social media can customer can able to
give answer without any biases (Daniel and Sam, 2011).
2.3 Record the collected data from the respondents in the form of frequency
Theme 1: People used the social media
Age Frequency
18 to 25 year 9
25 to 40 year 8
40 to 50 year 2
50 and above years 1
Theme 2: People purchase the product and services
From how many years you are purchasing the product
and services from the Marks and Spencer? Frequency
Every month 8
Within 6 Months 6
Within one year 3
From 5 year 3
Theme 3: Factor which affect customer behaviour while they purchase the product and
services
At the time of purchasing the product and
services which factor affect to your decision? Frequency
Brand image of firm 5
Price factor 8
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Quality of product 5
Others 2
Theme 4: Many people aware the term of social media
Are you aware by the term of social media and
its various channels? Frequency
Yes 15
No 5
Theme 5: People influenced by the social media channels while they purchase the product and
services
Are you influence by the social media channels
while purchase the product and services? Frequency
Yes 17
No 3
Theme 6: Marks and Spencer used an effective channel of social media
Are you agree that Marks and Spencer used an
effective channel of social media? Frequency
Strongly agree 12
Agree 6
Disagree 1
Strongly disagree 1
Theme 7: Facebook channel mostly used by the Marks and Spencer
Which tool of social media mostly used by the
Marks and Spencer? Frequency
12