Social Media Influence on Consumer Buying Decisions at Sainsbury

This report investigates the impact of social media on consumer buying behavior, focusing on Sainsbury's. It explores social networking's role in retail, examining how platforms influence consumer decisions. The study assesses the significance of social media in increasing product awareness, conducting promotional activities, and leveraging social media influencers. It also recommends strategies to minimize negative impacts and enhance positive effects on retail consumers. The research methodology, findings, and analysis provide a comprehensive understanding of how social media shapes consumer purchasing choices within the context of Sainsbury's.

Business Management

ABSTRACT
Social media is considering as significant platform in order to build and develop virtual
networks as well as communities. There are various benefits of social media platform for
business that will lead to have positive impact on overall sales and profitability of business.
Moreover, literature review part is helpful to understand the concept social networking on buying
behaviour of consumer in retail sector. Various significance and role of social media and
platform on consumer buying behaviour in Sainsbury and this influences the decision making of
consumer regarding the purchase with Sainsbury. Apart from this, recommend strategies for
minimizing negative impact and enhance positive impact of social media on retail consumer

Table of Contents
ABSTRACT.....................................................................................................................................2
Table of Contents.............................................................................................................................3
Glossary...........................................................................................................................................1
List of Tables...................................................................................................................................1
List of Figures..................................................................................................................................1
List of Appendix..............................................................................................................................2
TOPIC: “To identify the effect which social media has on consumer buying behaviour: A study
on Sainsbury”...................................................................................................................................2
INTRODUCTION...........................................................................................................................2
Background..................................................................................................................................3
LITERATURE REVIEW................................................................................................................4
To develop the concept social networking on buying behaviour of consumer in retail sector.. .4
To examined the significant and role of social media and platform on consumer buying
behaviour in Sainsbury................................................................................................................5
To understand the influence with social media platform on the decision of consumer regarding
the purchase with Sainsbury........................................................................................................6
To recommend strategies for minimizing negative impact and enhance positive impact of
social media on retail consumer..................................................................................................8
RESEARCH METHODOLOGY...................................................................................................10
FINDINGS AND ANALYSIS......................................................................................................16
CONCLUSION AND RECCOMENADATIONS........................................................................24
Recommendations..........................................................................................................................25
REFERENCES..............................................................................................................................26
Appendix........................................................................................................................................29
Appendix 1: Questionnaire:.......................................................................................................29
Appendix 2: Frequency distribution table.................................................................................30

Glossary
Omni-channel- Integration of various channels
Accumulation- Collection
Critical realism- Research Philosophy approach.
Determination- Strength of mind, willpower
Accessible- Easily reached
List of Tables
Table 1: The concept of social networking on customer buying behaviour
Table 2: Significant and role of social media and platform on consumer buying behaviour in
Sainsbury.
Table 3: Influence with social media platform on the decision of consumer regarding the
purchase with Sainsbury
Table 4: Different several strategies for minimizing negative impact and enhance positive impact
of social media on retail consumer.
Theme 5: Social media have positive impact on customer buying behaviours
Table 6: Various kinds of social media which is used by customer to buy effective products.
Table 7: Various factors that influence consumers in buying process
Table 8: Any suggestion for further improvement.
List of Figures
Figure 1: The concept of social networking on customer buying behaviour
Figure 2: Significant and role of social media and platform on consumer buying behaviour in
Sainsbury.
Figure 3: Influence with social media platform on the decision of consumer regarding the
purchase with Sainsbury
Figure 4: Different several strategies for minimizing negative impact and enhance positive
impact of social media on retail consumer.
Figure 5: Social media have positive impact on customer buying behaviours
1

Figure 6: Various kinds of social media which is used by customer to buy effective products.
Figure 7: Various factors that influence consumers in buying process
List of Appendix
Questionnaire
Frequency Distribution Table
2

TOPIC: “To identify the effect which social media has on consumer buying
behaviour: A study on Sainsbury”.
INTRODUCTION
Social media can be describe as the computer based technology that is effective for sharing
ideas and views with various other people. This is considering as significant platform in order to
build and develop virtual networks as well as communities. There are various benefits of social
media platform for business that will lead to have positive impact on overall sales and
profitability of business. Social media assume the significant part in buying conduct of the
customer and ensure about the high effect over their business. It is crucial that company have
idea regarding customer buying behaviour in order to take right and accurate decision regarding
business. While through which that could be having the high effect over their association for
which the customer can without much of a stretch ensure about their buying cycle. It has been
determined that social media play crucial role in influence the behaviour of customers towards
the products and services offered by respective company. This report is based on Sainsbury
Company. This organisation is conducting its business practices in retail market area and
providing high quality products and services to potential customers. Sainsbury organisation was
developed in year 1869 and founder of this company is John James Sainsbury. Head office of
this company is located at London, England, UK. There are several kinds of products and
services offered by Sainsbury organisation such as Hypermarket, superstore, supermarket,
convenience shop and many more. All of these are effective in order to meet with the needs and
requirements of customers. This report is based on research topic that is to identify the effect
which social media has on consumer buying behaviour. In this information regarding social
media has been analysed and evaluated. This report includes significance of social media
practices in order to enhance customer purchasing decision as well as meeting with the needs of
customers. There are different approaches has been considered in order to collect and analyse
data in appropriate and accurate manner.
Background
Social media lead to have high impact in business and its practices. There are several benefits
that could be gained by organisation by conducting business practices through social media. It
has been determined that while having the business through social media that could help the
3

business in having the advantages. Through which that could help the organisation for thinking
about the turn of procedures. In any case if the social media likewise have adverse consequence
over the business in which they can't have the benefits. This may be occurred while due to
having the less survey on the products. Most of the customers of Sainsbury organisation are on
social media and this will lead to influence it customer base. The social media buyer purchasing
conduct is the examination of how individuals and affiliations select and use things and
organizations. Social media is very helpful for business and it seems to enhance business
operations while conducting different task and activities in appropriate manner. This assist in
influence large number of customers as well as gaining their trust so that customer purchases
products and services offered by respective company.
Aim
" To identify the effect which social media has on consumer buying behaviour: A study
on Sainsbury".
Objective
 To develop the concept social networking on buying behaviour of consumer in retail
sector.
 To examined the significant and role of social media and platform on consumer buying
behaviour in Sainsbury.
 To understand the influence with social media platform on the decision of consumer
regarding the purchase with Sainsbury.
 To recommend strategies for minimizing negative impact and enhance positive impact of
social media on retail consumer.
Research question
 What is the concept social networking on buying behaviour of consumer in retail sector?
 What is the significant and role of social media and platform on consumer buying
behaviour in Sainsbury?
 What is the influence with social media platform on the decision of consumer regarding
the purchase with Sainsbury?
 What are different recommend strategies for minimizing negative impact and enhance
positive impact of social media on retail consumer?
4

LITERATURE REVIEW
To develop the concept social networking on buying behaviour of consumer in retail sector.
As per the views of Naeem (2021), it has been analysed that social networking is crucial
part of business that is conducting its practices in retail market area. This will lead to affect
performance and functioning of business as well as directly influence buying behaviour of
customers. Now a days it is very important that company have idea regarding the buying
behaviour of customers so that right and accurate decision could be taken by respective
company. The social media platform has been utilized by the brands to lessen the gap with their
designated customers. Social media has presented social platforms, for instance, YouTube,
Facebook, Twitter, WhatsApp, and Pinterest through which the organizations elevate their
products to the customers. All of these social media platforms are significant for increasing
networking practices of respective organisation with its potential customers. These social
networking sites are providing effective platforms to companies for conducting several
engagement activities with the motive of attracting and influencing large number of customers
towards business. The social media has turned into a new and engaging way as the world has
turned into an overall substance and complete incorporation of information dispersals shared
through social media. Through this social networking practices Sainsbury company is able to
engage with its potential customers along with this develop better and strong relationship with
them. There are number of factors and elements according to which buying behaviour of
customers will be influenced. It is important for respective organisation to analyse and evaluate
different aspects according to which buying behaviour of customers will be influenced and it
might lead to directly impact on sales of business. It has been analysed that through the support
of social media networking organisation is able to conduct web campaigns, advertisements,
creative videos, social media engagement practices and so on. all of these will directly influence
purchasing decision of customers.
To examined the significant and role of social media and platform on consumer buying
behaviour in Sainsbury.
According to the views of McClure (2021), it has been determined that social media will lead to
have major or significant impact over customer buying behaviour. There are several benefits and
roles of social media that will lead to assist in influence customer decision making to purchase
5

products. Social media has turned into an necessary piece of the people's life. It has has majorly
impacted the buying decisions of the customers. During the past years, these social media's rise
gave the marketing experts the opportunity to arrive at their customers quicker. This assist
marketers to successfully and effectively conduct marketing practices to influence large number
of customers towards business The organizations' web-based mission and advancement through
social media are helped convincing elements from different multimedia channels. Marketing mix
has turned into a significant part of the wonder of social media. The major role and significance
of social media or its platforms on consumer buying behaviour is mention below –
 Increase awareness about products – Social media practices are considered to be
very effective and significant in order to increase awareness regarding the products
and services offered by respective company. This play important role in increasing
awareness about the products so that large number of customers have right and
accurate information regarding the products and services offered by Sainsbury
company. Social media play the part for the business development and improvement
for which they can ensure about those things which may be significant for them in
having the turn of procedures. it has been determined the high awareness regarding
the company offering as well as products will lead to have positive impact on
organisational sales. If customers are correctly and appropriately aware regarding the
products and services offered by company then it will be more interested in
purchasing products of Sainsbury.
 Conducting promotional practices – Social media includes several platforms and
sites that play important role in performing advertisement and promotional practices.
it is crucial and significant role of social media that creative and innovative
advertisements are developed so that more and more customers are influenced
towards the offering of customers. it has been identified that promotional activities
have high impact in converting customers in potential customers as well as
influencing them to purchase offered products of company. Through social media
promotional activities customers will have right and accurate understanding about the
products and lead to positively impact customer decision making.
 Social media influencer – There are various social media influenced that have
millions of followers. This will lead to have major impact on attracting and influence
6

customers towards the offering of products. Customer follow social media influenced
and promotion of products and services of Sainsbury through social media influencer
will support in attracting customers as well as developing trust of potential customers
on respective business along with its products and services.
To understand the influence with social media platform on the decision of consumer regarding
the purchase with Sainsbury.
According to the views of Ioanas (2021) it has been analysed that social media platforms will
lead to have positive influence over purchasing decision of customers. Social media in
organisation have their high effect over through which they can undoubtedly have their more
assessment for which they can without much of a extend ensure about those things which may be
significant for them in having their greater turn of procedures. It is essential for respective
company that is Sainsbury to enhance social media practices with the motive of gaining trust of
customers along with this getting engage with potential customer base. A social media
additionally help the business for thinking about the different patterns and ensure about the
numerous things which is by all accounts significant for them in having the high moral issues for
their association. The major influence of social media platforms on the decision of customers for
purchasing products and services of Sainsbury company is mention below -
 Develop positive image – Social media assist company is developing positive and
effective image in customers mind set. It has been analysed that by performing several
activities at social media platform Sainsbury company will be able to enhance its image
in market area. The customer can likewise come to think about their different sorts of
products and services on the lookout while having the social media account. It is
important for company to develop positive image so that large number of customers
purchase products and services of respective company. Social additionally have adverse
consequence towards their image in which they can ensure about the excellent of
products and administrations. This will help in attracting and influence large number of
customers and encourage them to purchase products and services that is offered by
Sainsbury organisation.
 Gain trust of customers – It is essential for respective company to gain trust of customers
with the motive of influencing them to purchase products and services of company.
Through the support of social media practices Sainsbury company is able to conduct
7

various customer engagement practices that assist developing better relationship with
potential customers base. By enhancing relationship as well as gaining trust of customers,
respective company will be able to positively influence purchasing decision of customers.
This helps in improvement is sales and profitability of business in effective manner.
Gaining trust of customers will help in increasing customer base of respective company
as well as meeting with desired objectives.
 Attract more customers – Social media is consider to be very effective and efficient in
order to attract large number of customers towards company. it has been analysed that
social media practices will lead to have positive impact on business as it helps in
providing message and idea of organisation to large market area. This is effective and
significant strategy to influence more and more customers towards business as well as
lead to attract large number of customer base so that respective organisation can
successfully enhance its business practices. There are various social media platforms
which could be consider by company for influence customers towards business as well as
increase sales and profitability of organisation. This could be consider as one of the major
significant impact of social media practice on business that will help in increase sales and
overall performance of organisation
To recommend strategies for minimizing negative impact and enhance positive impact of social
media on retail consumer.
As per the views of Florenthal (2019), it has been analysed that there are different
recommendation that needs to be consider by respective company for increasing positive impact
of social media as well as reducing negative impact. It has been analysed that social media has
both positive and negative impact on business operations. It is crucial for respective company
create different strategies of organisation that will support in enhancing positive impact as well
as minimizing negative impact so that Sainsbury organisation can effectively and efficiently
conduct organisational practices as well as attain desired objectives. There are some
recommendation that could be adopted by Sainsbury manager in order to enhance its business
practices in retail market area with the support of effective social media practices.
Recommendation in context of Sainsbury company is mention below in detail -
 Adopt an omnichannel social presence – It is recommended that respective organisation
needs to consider omni channel as the source of interacting with customers. This could be
8

consider as the one of the effective and efficient way that will support respective
company to communicate with its customers as well as provide them information
regarding the products and services offered by organisation. Sainsbury company have
opportunity to develop strong and effective relationship with its customers by adopting an
omni channel for social presence. This will lead to increase communication and
interaction between customers and respective company. Through this, Sainsbury
company will be able to identify and determine the needs and wants of customers. This
will lead to effectively and efficiently full fill customers expectation and help in
converting large number of customers as the potential customers of the business.
 Brand building – Social media will help respective company to develop effective and
efficient brand in market area. It has been determined that Sainsbury company is able to
use social media to supplement existing marketing campaigns. This will help in
enhancing and improving brand image of company so that it will lead to increase in sales
and profitability. Brand building is very important for company dealing in retail market
area. so it is recommended that Sainsbury company is considering social media in order
to increase business effectiveness. It has been analysed that by considering social media
as the useful tool of marketing campaigns it will be able to increase the positive impact of
social media as well as reduce negative impact. By developing brand it will be able to
successfully and effectively use social media activities and it will lead to enhance overall
functioning and performance of business.
 Provide personalized experience – It is recommended to Sainsbury company to provide
personalized experience to its customers so that they are more attracted and influenced
towards the products and services offered by organisation. It has been analysed that now
a days customers more prefer personalized experiences with the motive of meeting
different needs and requirements of customers. so Sainsbury company can use this as the
effective tools to communicate and interact with customers so that it can provide proper
personalized products and services to customers. This strategy will help in increasing the
impact of social media in market area as well as reducing its negative influence on
business. By providing personalized experiences to its customers it will be able to
develop strong relationship with its customers. This will support in developing positive
brand image of respective company in market area as well as gaining edge over other
9