Impact of Social Media Marketing on Consumer Behavior: Nando's Study

This report investigates the impact of social media marketing on consumer buying behavior, focusing on Nando's restaurant. It identifies factors affecting consumer decisions in the restaurant industry and explores effective ways to attract customers through social media. The study employs primary research through questionnaires and secondary research, analyzing data using tables and charts while adhering to ethical considerations. Key findings reveal the significance of advertising activities, special offers, price, quality, and brand on consumer choices. The report recommends that Nando's focus on developing diverse and innovative social media tools, providing comprehensive product and service information, and further research areas such as the effectiveness of social media on organizational performance and the cost-benefit analysis of social media tools. The conclusion emphasizes social media marketing as a crucial tool, particularly for engaging younger demographics, and highlights the positive influence of social media on customer buying decisions through platforms like Facebook, Twitter, Instagram, and blogs.

Impact of social media marketing on consumer
buying behaviour: A study on Nando's
Restaurant.

Background
Industry background
It is a business sector which includes production and services in
context of food and drinks. It plays a key role in effective
development of UK economic system. In this, business organisations
provide number of eating places such as cafeterias and buffets, and
snack bars. There are number of firms which operate in this sector.
The classification can be as McDonald's, Nando's, etc.
Problem/ opportunity
Business organisation is facing number of issues regarding its
marketing strategies and company also have less customer base. In
this respect, social media is now considered as a key way to
communicate with customers. With an valid outcome of the study
Nando can understand key factors of social media marketing and
access the information to attain better customer base.

Contd...
Aim/ objectives
Aim: To understand the impact of social media marketing on
consumer buying behaviour
Objectives:
To identify factors that affect consumer buying behaviour in
restaurant industry.
To determine effective ways of attracting customers through
social media
To recommend ways through which Nando can better market its
product through social media for influencing consumer buying
behaviour

Contd...
Justification
Social media has become one of most popular way of
communication and it is a tool which is used in the industry attain
better competitive advantage. It is also considered as a tools which
effective reach to audience and attracts more customers. It is one of
reason that impact of social media tools on customer buying
behaviour need to be analysed so that business can use it in proper
way to meet organizational goals.

Literature review
Key theories and Models:
Stimulus response model of consumer buying behaviour
Psychological theory/ Social network theory
Two three name of theories:
Meaning and significance of social media marketing
Factors influencing consumer buying behaviour
Effectiveness of social media in attracting customers

Research Methodology
Data collection: Primary Research (Questionnaire), Secondary
Research
Data Analysis: Table/ Chart
Ethics: In order to have effective collection of information the
realistic sources has been used for primary and secondary collection.
Private information provided by clients will be kept confidential.
Moreover, plagiarism factor has also considered a critical aspect to
meet the objectives.

Key Findings
Male Female
0
5
10
15
20
25
30
35
Gender
Column B
60% 20%
10%
10%
Age
15-25
26-35
36- 45
Above 45

Contd...
Brand
Quality
Price
Special offers
Advertising activities
0 2 4 6 8 10 12 14
significant factors which impact your
buying decision
Column B

Contd...
28%
20%
18%
18%
16%
Nando's uses social media tools in best
way to attract its customers
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
Convenience Time save Discounts
0
5
10
15
20
25
30
key factor motivates you to use social
media tools
Column B

Contd...

Contd...

Recommendations
As per the above consideration of current research, some
significant recommendations can be provided to the management of
Nando. In this, it is necessary for the management of Nando
restaurant to focus on effective development of diverse social media
tools which can amend the overall organisational performance and
attract more and more customers. Company can also design
innovative ideas and themes at its social media tools in order to have
better customer base. Proper information about the products and
services need to be provided to attract more customers.

Areas of further research
With an assistance of above study the business organisation can
focus on diverse social media tactics for better opportunities in the
market. Moreover, researcher can also focus on research which can
provide information about the social media tools effectiveness over
the organisational performance. Other than this, research regarding
roles of social media tools in organisation success can also be
analysed. A rational study about cost and benefits of social media
tools is also beneficial for future opportunities.

Conclusion
As per the above study it can be said that the social media
marketing is one of most significant tool of marketing. It has been
identified that young age people are more attracted towards social
media tools which can boost the business opportunities for Nando.
There are number of social media tools which can be used by
management of Nando in order to boost the organisation
performance. The classification of tools can be as facebook, twitter,
instagram, blog, etc. It has also been identified that the social media
marketing can influence the customer buying decision in positive
manner.

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