A Critical Analysis: Social Media Marketing Impact on Tesco Customers

This research project critically analyzes the impact of social media marketing on the purchase behavior of customers in retail-based organizations in the UK, focusing on a case study of Tesco. The research aims to assess the role of social media in marketing procedures, ascertain the factual concept of social media marketing, evaluate the link between social media marketing and customer purchase decisions at Tesco, and determine the widely used social media tools employed by Tesco. Employing a descriptive research design and an inductive approach, the study collects both primary and secondary data, utilizing random sampling with a sample size of 50 Tesco customers. Qualitative data analysis reveals that respondents, primarily in the middle age range, use social media mainly for networking and frequently purchase from Tesco weekly, preferring online ordering. The research concludes that social media provides retailers with valuable customer information, helps in understanding consumer needs, and enables the provision of tailored products, ultimately recommending that retailers track consumer preferences to positively influence buying behavior. The study references various academic sources to support its findings and recommendations.

RESEARCH PROJECT
“To critically analyse the impact of social media marketing
on the purchase behaviour of customers in retail based
organisations of UK- A study on TESCO.”

Research Aim And Objectives
Research aim- This study has intended “To critically analyse the impact of social
media marketing on the purchase behaviour of customers in retail based
organisations of UK- A study on TESCO.”
Research objectives- This aim is further supported by some well-defined objectives
that are as stated below-
To assess the role of social media in the marketing procedures of retail based
organisations in UK.
To ascertain the factual concept of social media marketing in retail based
organisations of UK.
To evaluate the link between social media marketing and purchase decisions of
customers in TESCO.
To determine the widely used tool of social media by TESCO to market their offered
products and services to the customers and its impact on their buying behaviour.
To recommend effective ways in which the social media marketing can positively
influence the buying behaviour of customers to help them to take prompt
decisions for purchasing goods from TESCO.

Research Question
What is the role of social media in the marketing procedures
of retail based organisations in UK?
What is the factual concept of social media marketing in the
retail based organisations of UK?
How the social media marketing is linked with the purchase
decisions of customers in UK?
What are the most widely used tools of social media by
TESCO to market their proposed commodities to the
consumers and its impact on their buying behaviour?

Research Methodology
Research design: Descriptive concept
Research approach: Inductive approach
Data collection: Primary and secondary
sources of data collection
Sampling: Random sampling
Sample Size: 50 customers of TESCO
Data analysis: Qualitative technique

Theme 1- Most of the respondents are of middle age range.

Theme 2- Social media networking is referred to be the main
intent of most of the respondents behind using internet.

Theme 3- A majority of respondents are buying products from
TESCO on weekly basis.

Theme 4- Online ordering of goods and services is mostly
preferred by almost all the respondents.

Conclusion and Recommendation
The effective ways in which social media marketing can positively influence buying
behaviour of customers are:
Information Provider-
Social media provides retailers with a bundle of information about its customers
which they would otherwise never get through traditional media. As we know
social media is a two way interaction between the brand and the individual hence
one can easily have an understanding about their specific consumer's needs, and
the products which are more favoured by the buyers and also what features of the
brand consumers are more looking forward to.
Figuring out the needs of customers-
Social media helps in making the exact products available to the customers which
they are looking forward to, and which is not otherwise available to them.
Socially savvy retailers will track their consumers preferences and will aim at
providing products which fit into their desirability needs. Therefore, they keep a
track on people's likes and comments on their pages and blogs to clearly identify
the best fitted products for their consumers.

REFERENCES
Agnihotri, R. and et. Al., 2016. Social media: Influencing customer satisfaction in
B2B sales. Industrial Marketing Management. 53. pp.172-180.
Anderson, K.C. and et. Al., 2014. Influence of hedonic and utilitarian motivations on
retailer loyalty and purchase intention: a facebook perspective. Journal of
Retailing and Consumer Services. 21(5). pp.773-779.
Bolton, R.N. and et. Al., 2013. Understanding Generation Y and their use of social
media: a review and research agenda. Journal of Service Management. 24(3).
pp.245-267.
De Vries, N.J. and Carlson, J., 2014. Examining the drivers and brand performance
implications of customer engagement with brands in the social media
environment. Journal of Brand Management. 21(6). pp.495-515.
Habibi, M.R., Laroche, M. and Richard, M.O., 2016. Testing an extended model of
consumer behavior in the context of social media-based brand
communities. Computers in Human Behavior. 62. pp.292-302.

THANK YOU