How Social Media Influences Customer Purchases: A Tesco Study

This report investigates the influence of social media on customer purchase decisions within the retail industry, focusing on Tesco. The study explores consumer purchasing behavior, the impact of social media marketing, and the relationship between social media and consumer purchases. It identifies factors influencing purchase decisions and provides recommendations for Tesco to leverage social media marketing. The report includes a research proposal, outlining objectives, literature review, research methodology, and data analysis. The findings are based on a survey, examining how social media affects brand awareness, website traffic, and sales, and the preferred social media platforms of customers. The report concludes with recommendations for Tesco to enhance its social media strategy and attract customers effectively.

HOW SOCIAL MEDIA INFLUENCES CUSTOMER
PURCHASE

Aim and Objectives
Aim:
“To determine the influence of social media on the customer purchase in
retail industry. A study on Tesco”.
Objectives:
 To comprehend the concept of consumer purchasing behaviour.
 To determine the impact of social media on the customer purchase decisions.
 To identify the relationship between the social media marketing in retail and
consumer purchase.
 To determine the factors associated with the consumer purchase decision.
 To provide recommendation to Tesco to attract the customer through social
media marketing.

Theme 1: Maximum customers are aware of social
media.
PARTICULARS FREQUENCY
Yes 12
No 6
May be 2

Theme 2: Maximum customers shop from online
networking site.
PARTICULARS FREQUENCY
Yes 11
No 5
Sometimes 4

Theme 3: Social media is one of the best channel for
shopping.
PARTICULARS FREQUENCY
Highly Agree 7
Agree 5
Neither Agree nor Disagree 1
Highly Disagree 3
Disagree 4

Theme 4: Impact of social media marketing on
business is that it raises brand awareness.
PARTICULARS FREQUENCY
Increase brand awareness 9
Boost Website Traffic 4
Generate leads and sales 7

Theme 5: Likes and Dislikes on post is the factors that
influence the customer purchase.
PARTICULARS FREQUENCY
Economic 5
Marketing Campaign 4
Likes and Dislikes on
post
7
Group Influence's 3
Others 1

Theme 6: Social media impact on the
customer purchase decisions
PARTICULARS FREQUENCY
Yes 10
No 6
May be 4

Theme 7: Customers shop through social media on
sales and offers.
PARTICULARS FREQUENCY
On sale and offers 7
Monthly 3
On Occasion 5
Most Probably 5

Theme 8:Facebook social media network that customer
mostly prefer.
PARTICULARS FREQUENCY
Facebook 10
Instagram 6
Twitter 4

THANK YOU