Research Project: Social Media Influence on Customer Choices at M&S

This research project investigates the impact of social media on customer choices and preferences, specifically focusing on the Marks and Spencer (M&S) company. The project aims to identify whether social media affects consumer choices, evaluate the effectiveness of social media channels, and analyze how consumers are influenced by social media marketing. The research employs a survey of 20 customers, collecting demographic information and assessing their awareness and use of social media, as well as their purchasing habits at M&S. The data collected is presented in the form of frequency tables, analyzing themes such as age demographics, purchasing frequency, factors influencing purchase decisions, social media awareness, the impact of social media on purchasing decisions, and the effectiveness of M&S's social media channels. The research utilizes formative research evaluation to interpret and analyze the outcomes, demonstrating that social media significantly influences customer behavior, particularly among younger demographics. The project concludes with recommendations for future research and strategies for M&S to improve its social media approach. This document is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

Research Project PART 2 -
Research Implementation

Table of Contents
PROJECT TITLE ............................................................................................................................1
TASK 2............................................................................................................................................1
2.1 Match resources efficiently to the research questions or hypothesis....................................1
2.2 Attempt the research proposal in accordance with agreed specification and procedure.......3
2.3 Record the collected data from the respondents in the form of frequency...........................3
TASK 3............................................................................................................................................5
3.1 Description of the research evaluation method with justification.........................................5
3.2 Interpretation and analysis of the outcomes in terms of the original research......................6
3.3 Recommendation and justification for future research.......................................................15
TASK 4..........................................................................................................................................15
4.1 Converted in PPT................................................................................................................15

PROJECT TITLE
To analyse the impact of social media on the customer choice and preferences with respect of the
Marks and Spencer company
Aims: To identify whether social media affects consumer choices.
Objectives:
 Identification of the effectiveness of the social media. In other words, it includes the
criteria in which the social media can be effective in today's modern era;
 To evaluate the way in which the consumers can be affected by the impact of social
media in this modern world;
 To identify whether social media affect consumer choices;
 Evaluation of extent to which the customers can be affected by the social media
marketing;
 Analysis of techniques and methods by which the impact of social media on consumers
can be evaluated.
TASK 2
2.1 Match resources efficiently to the research questions or hypothesis
In order to conduct an effective investigation for asses the impact of social media on the
customer choice, researcher required three major resources that is financial resource, technology
and human resources. Time is essential source because scholar have to accomplish the task
within given time period. In addition to this, human resource is another major element which
required in collecting the information about the topic. Human resources provides a detail
information about the subject by fulfil questionnaire. In order to collect the information,
researcher has conducted survey of the 20 customers. Following are systematic questionnaire
related to the social media impact on the customer choice of Marks and Spencer-
Demographic information
1. Name: ___________________
2. Age
 18 to 25 year
 25 to 40 year
1

 40 to 50 year
 50 and above years
3.From how many years you are purchasing the product and services from the Marks and
Spencer?
 In Every month
 Within 6 Months
 Within one year
 From 5 year
4. While you purchases the product and services which component affect to your decision ?
 Geographical factor
 Price factor
 Quality of product
 Others
5. Are you aware about the term of social media and its various channels like facebook, twitter,
instagram etc.
 Yes
 N
6. Does social media affect you purchasing decision within the Marks and Spencer?
 Yes
 No
7. Are you agree that Marks and Spencer using an effective channel of social media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
8. Which tool of social media mostly used by the Marks and Spencer?
 Twitter
 Facebook
 You tube
 Other
9. What is major intension to use social media at the time of purchase the product and services?
2

 Collect the information about the product and services
 Post feedback regarding product and services
 Identify the best offers and discount about the product and services Identify the best
product and its alternative
10. Are you agree that company should improve its existing approach of social media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
11. Recommend an effective strategy through which Marks and Spencer can able to improve its
use of social media
2.2 Attempt the research proposal in accordance with agreed specification and procedure
In order to investigate the research for achieve the objective, after prepared an effective
questionnaire about the topic, researcher has taken personal email id of 20 customers who
regularly purchase the product and services from the Marks and Spencer. Investigator has sent
the questionnaire to 20 customers for taking their review about the topic. With help of this
manner, investigator can collect the information about the social media can customer can able to
give answer without any biasses (Daniel and Sam, 2011).
2.3 Record the collected data from the respondents in the form of frequency
Theme 1: People used the social media
Age Frequency
18 to 25 year 9
25 to 40 year 8
40 to 50 year 2
50 and above years 1
Theme 2:People purchase the product and services
3

From how many years you are purchasing the product
and services from the Marks and Spencer? Frequency
Every month 8
Within 6 Months 6
Within one year 3
From 5 year 3
Theme 3: Factor which affect customer behaviour while they purchase the product and
services
At the time of purchasing the product and
services which factor affect to your decision ? Frequency
Geographical factor 5
Demographical factor 8
Psychological factor 5
Others 2
Theme 4:Many people aware the term of social media
Are you aware by the term of social media and
its various channels? Frequency
Yes 15
No 5
Theme 5:People influenced by the social media channels while they purchase the product and
services
Are you influence by the social media channels
while purchase the product and services? Frequency
4

Yes 17
No 3
Theme 6: Marks and Spencer used an effective channel of social media
Are you agree that Marks and Spencer used an
effective channel of social media? Frequency
Strongly agree 12
Agree 6
Disagree 1
Strongly disagree 1
Theme 7: Facebook channel mostly used by the Marks and Spencer
Which tool of social media mostly used by the
Marks and Spencer? Frequency
Twitter 5
Facebook 8
You tube 6
Other 1
Theme 8 Major intensions for use social media while purchase the product and services
What is major intension for use social media
while purchase the product and services at the
Marks and Spencer Frequency
Gather the information about the product and
services 8
Post feedback regarding product and services 5
5

Identify the bes offer and discount 5
Discover the best product and its alternative 2
Theme 9:Company should improve existing approach of social media
Are you agree that company should improve its
existing approach of social media? Frequency
Strongly agree 8
Agree 8
Disagree 3
Strongly disagree 1
TASK 3
3.1 Description of the research evaluation method with justification
Research evaluation is one major method in the investigation by which gathered data or
information about the subject through which information can effectively analyse and evaluated.
With help of research evaluation, scholar can able to analyse the collected data and obtain an
appropriate solution (Panneerselvam, 2014). There are two major method of the research
evaluation that is formative and summative (Arulrajah, 2015). In the context of formative
research, it is done at the beginning of the design project for direct the whole process. On the
other hand in the summative research evaluation, it is done at the end of the project. It used to
identify the best outcome for the research In the following research investigation, scholar has
used formative research evaluation technique in order to determine the best outcome of project
(Garner and Scott, 2013).With help of formative evaluation technique, scholar can able to
identify the best information for the topic.
3.2 Interpretation and analysis of the outcomes in terms of the original research
Theme 1: People used the social media
Age Frequency
18 to 25 year 9
6

25 to 40 year 8
40 to 50 year 2
50 and above years 1
18 to 25 year
25 to 40 year
40 to 50 year
50 and above years
Interpretation and analysis- As per the given data, it has been analysed that from the 20
customer in the Survey, 9 customers are used the social media who have age of 18 to 25 year old.
On the other hand from the 20 customers 8 are age of 25 to 40 year who used social media. In
addition to this 2 customer who have age of 40 to 50 year old. From this collected data it has
been analysed that social media has used by the 18 to 25 year old customers mostly.
Theme 2:People purchase the product and services
From how long you purchase the product and services
from the Marks and Spencer? Frequency
Every month 8
Within 6 Months 6
7

Within one year 3
From 5 year 3
Every month Within 6 Months Within one year From 5 year
0
1
2
3
4
5
6
7
8
9
Frequency
Interpretation and analysis- This section shown that most of the people purchase the product
and services from the Marks and Spencer every month. From the survey of 20 customers of
Marks and Spencer, 8 customers purchases the product and services within one month from the
cited venture. On the other hand 6 customers purchase the product and services within 6 months
from cited venture. Thus, from this data it has been analysed that mostly of the customer
regularly purchase the product and services from cited venture.
Theme 3: Factor which affect customer behaviour while they purchase the product and
services
While you purchase the product and services
which factor affect to your decision ? Frequency
Geographical factor 5
Demographical factor 8
Psychological factor 5
8

Others 2
Geographical factor
Demographical factor
Psychological factor
Others
Interpretation and analysis: This section stated that most of the people affected by the
demographical factor while they purchase the product and services. From the survey of 20
customers of Marks and Spencer, 8 customers affected by the demographical factor while they
purchase the product and services. On the other hand, 5 customers affected by the geographical
factor and 5 people affected by the psychological factor while they purchase the product and
services in the market. Thus, from this survey it has been analysed that most of the customer
affected by the demographical factor.
Theme 4:Many people aware the term of social media
Are you aware by the term of social media and
its various channels like face books, twitter,
you tube etc. Frequency
Yes 15
No 5
9

Yes
No
0 2 4 6 8 10 12 14 16
Frequency
Interpretation and analysis- This section shown that most of the people are effectively aware
about the social media channel. From the survey of 20 customers of the Marks and Spencer, 15
customers are well known by the channels of social media. On the other hand only 5 customers
are not properly aware about the term social media.
Theme 5:People influenced by the social media channels while they purchase the product and
services
Are you influence by the social media channels
while purchase the product and services at the
Marks and Spencer company ? Frequency
Yes 17
No 3
10