Analyzing Social Media's Effect on Consumer Choices: Tesco Study

This research proposal investigates the influence of social media on consumer choices, focusing on the case of Tesco. The introduction highlights the dynamic nature of consumer choices and the significant impact of social media platforms on purchasing decisions. The aims and objectives are clearly defined, with the core aim being to analyze the role of social media in shaping consumer choices at Tesco. The objectives include understanding consumer choices, analyzing influencing factors, and exploring the importance of social media for consumers. The literature review explores existing research on consumer behavior, social media's impact, and the role of platforms like Facebook and Twitter in influencing purchasing decisions. The research methodology outlines the positivism philosophy, deductive approach, and data collection methods, including questionnaires and secondary data from various sources. Qualitative analysis is used to analyze the data, and the limitations of the study, such as time and funding constraints, are acknowledged. The expected outcomes focus on understanding current market trends and the factors driving changes in consumer choices, with the research aiming to provide insights into the role of social media in shaping consumer preferences. The proposal sets a foundation for a detailed analysis of the topic.

RESEARCH PROPOSAL

Title: To analyse the affect of social media on choices of consumers: A study on Tesco
INTRODUCTION
1.1 Background
The consumer choices are the most dynamic factors which every business person use
to predict in a proper manner so that they can provide service in a better manner and get
success in market. As per the changes coming in market, it has become necessary for the
organisations to make a survey of customers so that their demands and needs can be
understood. In this advancement, the choices of consumers have been affected to a very high
degree by the emergence of social media (Goh, Heng. and Lin, 2013). The customers use to
browse different social media networking sites so that they can get diverse knowledge about
the things they want to purchase. On this basis, they make various opinions about the item
and make decisions regarding its buying. The present report has a discussion over the role of
social media upon the customers in affecting their choices. The research will be done by
referring the Tesco company which uses the digital media in a better way to shape
consumer’s choice. Besides this, the report contains the relevance of this social media in
impacting the buying decisions of customers. As per this, the report has set out several
objectives that will help in covering different points related to the consumer choices and role
of social media in this. Apart from this, the survey will be done to collect data which will be
analysed through qualitative method.
1.2 Aims and objectives
To understand the concept related to consumers’ choices and role of social media in it
the report has set out a concrete aim which will cover a broad perspective to give a detailed
understanding of the said topic (Fotis, Buhalis and Rossides, 2012). Besides this, it will help
in making a foundation for developing the objectives as well so that different areas related to
cited topic will be more helpful in understanding. As per this, the aim for present study has
been set out in following way:
Aim: To analyse the role of social media in impacting the consumers’ choices: A study on
Tesco.
Objectives
The objectives set for research purpose help in covering the broad perspective of
study so that the overall aim of research can be covered. In addition to this, the objectives

framed for research help in identifying each significant aspect relevant to the subject.
Following the aim set out in present study to comprehend the role of social media in
impacting consumers’ choices, below enlisted objectives will be helpful:
 To understand the concept of consumer choices and social media
 To analyse the factors that impact the consumer choices.
 To understand the importance of social media sites for consumers.
Research questions
 What is the concept of consumer choice and social media?
 What are the factors that impact choices of consumers?
 What is the importance of social media sites for customers?
1.3 Literature review
The literature review consists of discussion done over the selected subject, where
articles and previous researches related to similar topic are included. Besides this, it also
contains the views and perceptions of various laureates and experts of area are included so as
to give a more detailed discussion. The Literature review will give a detailed discussion about
the research topic undertaken so that all framed aims and objectives can be covered under
this. In present research process, the concept of consumers’ choice has been discussed. As per
Hennig-Thurau and et.al., (2010), the consumers use to have a number of choices and
demands which keeps on changing as per the alterations coming in fashion, taste and trends.
On the basis of these choices and demands, they make their buying decisions. The alterations
which are coming in the present time has also brought a number of modifications because of
which the recent times have witnessed different changes. Further, these changes have been
supported by the emergence of internet and social networking sites. The use of different
media like Facebook, Twitter and other similar sites has exerted a deeper impact on the
choices of consumers. According to Wang, Yu and Wei, (2012), the use of social media have
increased to a very high level as it provides a large platform through which they can share
their thoughts, browse a number of sites which give a good exposure of different desired
items. On this basis, they get various updates on latest trends, prices of products they are
looking for and other desired things so that they can make an effective decision.

The emergence of social media helps in delivering a large platform through which the
consumers can browse a number of things. The social media and other similar sites can be
termed as a large hub of information sharing that aids in accessing knowledge so that detailed
information can be gathered by customer. Hoffman and Fodor, (2010). has stated that through
social networking media, the customers share and post their views about particular thing
which can be shared among their friends and known persons. In addition to this, they can also
brose official websites where information regarding products and services can be collected.
In addition to this, they also provide features through which they can also share feedback so
that they can also know about their views. In addition to this, different views that are shared
by various persons have a potential to impact choices and perceptions of customers in a
number of ways. Most of the users who have an easier access of internet and other social
media sites use to refer different websites before making a purchase so that they can have a
better opinion regarding purchases. In these social sites, the users use to post their
experiences about various products that have been purchased by them. On this basis, the other
users read their experiences and make decisions to buy or not to buy any specific good.
Further, many consumers make their choices by consulting the social media sites and also ask
their queries there. Thus, it becomes easier and handy to use such media so that they can
make more rational decision. Apart from this, various researchers have also given their
opinion in this regard where their most of the choices depend upon what they see and talk
about with different people (Schivinski and Dabrowski, 2016).
This sharing of ideas and experiences can be done easily through social media sites
where a number of people are connected with each other. As a result, the choices of
consumers also use to change a lot. In the present study, the discussion over this will help in
having a deeper insight over the use of social media sites in changing consumer’s choices. In
this report, the discussion over chosen topic will help in investigating choices of consumers
that is very unpredictable and can be very frequently changing. Apart from this, the
discussion on this topic will also aid different business organisations in understanding the
mindset of customers. Besides this, it will also help in gaining an overview of social media’s
role in impacting their choices and preferences over other products. From the study, it has
been also discovered that many of the business enterprises have started shifting their focus on
making investments over the advertisements on social media. This helps them in getting a
good response from customers as they can be provided with their desired products. Further,
the study regarding all these will also be helpful in providing with a broad exposure towards
modern day requirements. Accordingly, the use of social media has increased to a large level

so that the customers’choices can be changed and shifted towards their products (Zhu and
Zhang, 2010). In recent years, the use of such sites have increased to a lot more level as they
had a deep impact on the customers choices and their decision making can also be affected by
this.
1.4 Research methodology
The research methodology is an important section that helps in conducting a proper
and deeper analysis of chosen subject. This part makes a discussion of various tools and
techniques that are used for research purpose. The tools and techniques which are applied in a
proper way help in giving a right direction to the study. The present research has also adopted
a number of tools and techniques for research process so that a right conclusion can be
reached (Mackey and Gass, 2015).
Research philosophy
The philosophy of research basically defines the major assumption and beliefs that are
related with the chosen topic. Besides this, there are two types of philosophy which are
Positivism and Interpretivism. The positivism philosophy refers to the basic assumption
which is taken against any established social instruments. While, the interpretivism
philosophy is related with a basic belief which is taken to interpret about various elements
and it incorporates human interest in the study. In the present research positivism philosophy
has been followed , which will assist in understanding the established philosophy (Neuman
and Robson, 2012).
Research Approach
The research approach can be understood as the ideology which will be followed
throughout the research process. There are two types of research approaches . Inductive and
Deductive approach. Inductive approach refers to the hypothesis as created on which the
entire study can be based. While in the deductive research the basic assumption is made
throughout the research which results can be deducted. Present research has followed the
deductive approach where analysis has been made to reach at a result and a theory can be
generalised on the basis of an established theory (Geerts, 2011).
Data collection

The data collection can be referred as the collection of information in it’s raw form
which can then be transferred into a meaningful data so that the results can be obtained in the
desired manner. The data can be collected through two ways , primary and secondary. In
primary datal collection the data is collected through questioners, surveys and observations.
While in secondary data collection the information is gathered by referring books, journals,
articles, online materials and previous researches. The present research has both the
collection of data collection method where primary data would be gathered through
questionnaire in which 55 customers will be chosen for study. While secondary data
collection is done by collecting materials from different books, journals and online materials
(Vujaklija and et.al., 2010).
Data Analysis
Data analysis is a process where collected data on a primary basis is analysed to reach
at a conclusion and deduce some exact results . Data analysis can be done through two
methods, qualitative and quantitative. In qualitative method , thematic analysis is considered
where a common identical pattern is identified among various data. On other hand the
quantitative analysis is don through the application of SPSS where mean mode and median of
collected data is calculated. In the present research qualitative analysis method has been
adopted in which thematic analysis of different collected data has been analysed (Ellingsen,
Størksen and Stephens, 2010).
Limitations:
The limitations are the constraints that are faced by the researcher while conducting
the research process study. There can be various limitations in a study which can limit the
scope of the research process (Mackey and Gass, 2015). In the current study the major
limitation was the time factor which was very limited due to which the study has been
executed on the limited number of sample size. Besides this another limitation was faced in
cost and funding related the ongoing research.
1.5 Expected Outcomes
From the current studies where the researcher has focused on analysing the impact of
social media on consumer choices , the researcher will be able to know the current trends
which is prevailing in the market. Present research will help in the development of detailed
knowledge about the causes, because of which the consumer choices are being changed.

Apart from this the emergence of social media in current market which has the potential to
have a deep impact on the consumer choices will give a better exposure to researcher about
the current market conditions. This will help in understanding the significance of social
media in the current market to gain the competitive advantage and earning more revenues.
CONCLUSION
The current research is formed by choosing a most recent topic for discussion, about
the social media and its influence on consumer’ choices. On the basis of this research, it has
been concluded that because of the increasing trend to be active on internet, the consumers
‘choices have been impacted to a great degree as they share their interests with various
people.

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