A Report on the Impact of Social Media on Primark's Consumer Choices

This report examines the impact of social media on consumer choice, focusing on Primark as a case study. The research investigates Primark's use of social media platforms, including Twitter, Facebook, Instagram, and YouTube, to influence consumer behavior. The report presents findings based on themes related to customer engagement with social media, the influence of advertisements, and the impact of promotional content on purchasing decisions. Key themes include the frequency of social media usage, the impact of Primark's advertisements, and the reliability of information provided. The analysis also covers how promotional videos and discounts affect consumer choices. The study concludes by providing insights into how Primark can leverage social media to enhance consumer engagement and drive sales. The report includes data on customer responses to various aspects of Primark's social media presence and its impact on consumer behavior.

RESEARCH PROJECT

Research aim and objectives
AIM : To analyse the impact of social media on
consumer choice in the context of Primark.
Research objectives :
 To study the use of social media by Primark.
 To analyse the concept of consumer choice.
 To Analyse Impact of Social media on Consumer
choice in context of Primark.
 To recommend the ways that could be used by
Primark for influencing consumer choice through
social media.

Theme 1 : Customers are active user of social networking
sites such as Twitter, Facebook, Instagram and YouTube.
Sometimes Frequently Very frequently Never
0
2
4
6
8
10
12
14
16
5
14
11
10
Column C

Theme 2 : Customers frequently use social networking sites.
Frequently in a day Only Once in a day Few times in a week Once in a week
0
2
4
6
8
10
12
14
16
15
14
8
3
Column C

Theme 3 : Customers have seen advertisement of Primark on various
social networking sites.
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20
18
10
12
Column C

Theme 4 : Customers purchase clothing and other confectionery
products of Primark by getting attracted through advertisements that are
posted on social sites.
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20 19
15
6
Column C

Theme 5 : Advertisements placed on social sites provides authentic and
reliable information about attributes and features of product.
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18 17
11
2
5 5
Column C

Theme 6 : Purchasing decision gets influenced by promotional
advertisements and videos that customers watch online.
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
21
10
1
3
5
Column C

Theme 7 : Regular information is provided by Primark on attractive
discounts offered by the firm on its clothing range.
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
22
11
2
1
4
Column C

Theme 8 : Consumers Refer advertisement that you have watched on
social sites to your friends and family members.
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20 19
15
6
Column C

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