RSCP7004 Summer 2019: Social Media Impact on Tesco, UK Consumers

This report investigates the impact of social media on consumer buying behavior, specifically focusing on Tesco supermarket in the UK. The research aims to understand how social media influences consumer decisions and purchasing patterns. The study includes a literature review exploring consumer behavior and social media, followed by an analysis of primary and secondary data. Primary data was collected through surveys, while secondary data was gathered from academic publications and company websites. The research employs simple probability sampling and statistical data analysis to interpret the findings, which conclude a positive impact of social media on consumer buying behavior. The report also suggests social media strategies for improving consumer buying behavior within Tesco, including recommendations for future research.

Impact of social media on
consumer buying
behaviour: In the case of
Tesco supermarket, UK
Scholar ID:

Introduction:
Research background
• In retail industry, Tesco faces several marketing issues such
as declining customer demand and customer shifting
towards another brand.
• It is evaluated that there are bulk of consumers who are
moving with respect to other company due to utilizing
several digital modes earlier the developing purchasing
decision (Ramanathan, Subramanian, and Parrott, 2017).
• In further research, it was addressed that this concern is
not only unique with Tesco Supermarket but also, it is
measured as industry-wide disputes.

Defined purpose and
Measurable objectives
The purpose of this investigation is to assess impact of social
media on consumer buyer behaviour with reference to
Tesco, supermarket. The given below objectives would be
considered for completing aim of this research study:
RO1: To explore the theoretical understanding regarding
consumer buyer behaviour and social media
RO2: To address the impact of social media on consumer
buying behaviour with reference to Tesco supermarket
RO3: To suggest the strategy of social media for improving
consumer buying behaviour with reference to Tesco, UK

Context Appraisal
Company background
• Tesco plc is a leading retailer in UK that operates with about
5700 retail stores within 14 nations. There are approx 51,000
employees who are employed within an organization.
• In present times, Tesco plc is one of private sector that has
employed approximately 295000 staffs in nation of united
nation.
• Tesco is also making contribution in doing significant efforts
at the time of alteration in climate because it focuses on
creating favourable liaison with the customers for long-time
(Tesco Plc, 2019).

Literature review
• According to Al-Debei Akroush and Ashouri (2015),
social media used as computer technologies, which
makes competent to the researcher to share the
personal data, perceptions as well as, opinion on any
particular concerns between large numbers of
customers.
• In contrast to this, Marriott Williams and Dwivedi
(2017) illustrated that different kinds of social media
channels could be used for influencing the buying
behaviour of consumers such as Facebook, Twitter,
LinkedIn, and Instagram.

Research design
• In this research, both primary and secondary data
collection will be applied for gathering reliable and
valid information.
• Primary data collection will be selected as it provides
first-hand information regarding research issues.
• In addition to this, secondary data collection method
would be used for capturing the authentic
information in less time because it is already
published by other authors.

Cont’d
• Primary data would be pooled by application of the
survey through questionnaire.
• Secondary data would be pooled via secondary
sources such as academic publications, journal
articles, textbooks as well as, websites of the
company (Fotiadis and Stylos, 2017).
• Simple probability sampling tool would be applied for
choosing respondents from population through
random basis.

Cont’d
• Sample size for this research is 50 and customers
would be selected who buys the products and
services of Tesco.
• Data would be analyzed by statistical data analysis as
it would aid to assess the pooled data in a
comprehensive manner and represent it via pie
charts, bar charts as well as column diagrams
(Ramanathan, Subramanian, and Parrott, 2017).

Frames
Activities that would be
performed/Weeks
1 2 3 4 5 6 7 8 9
Addressing the research concern
Feedback through supervisor
Background of investigation
Review of literature
Data pooling via primary and
secondary sources
Report writing
Proof-Reading of report
final report submission

Conclusions
• According to above evaluation, it can be concluded
that there is positive impact of social media on
consumer buying behaviour.
• There is a different research method that would be
applied in the context of gathering facts and figures
with reference to research concerns.
• These are both primary and secondary data
collection method, simple random probability
sampling, and statistical data analysis techniques

References
• Al-Debei, M.M., Akroush, M.N. and Ashouri, M.I., 2015. Consumer attitudes
towards online shopping: the effects of trust, perceived benefits and perceived
web quality. Internet Research, 25(5), pp.707-733.
• Fotiadis, A.K., and Stylos, N., 2017. The effects of online social networking on
retail consumer dynamics in the attractions industry: The case of ‘E-theme park,
Taiwan. Technological Forecasting and Social Change, 124, pp.283-294.
• Marriott, H.R., Williams, M.D., and Dwivedi, Y.K., 2017. What do we know about
consumer m-shopping behavior?. International Journal of Retail & Distribution
Management, 45(6), pp.568-586.
• Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in
retail network operations and marketing to enhance customer satisfaction.
International Journal of Operations & Production Management, 37(1), pp.105-
123.
• Tesco Plc. 2019. About us. [Online]. Available at:
https://www.tescoplc.com/about-us/ (Accessed: 27 July 2019).