Capstone Project: Social Media Impact on Tesco's Purchasing Decisions

This case study analyzes the influence of social media on consumer purchasing decisions at Tesco. It highlights how marketing campaigns, economic conditions, personal preferences, group influence, and purchasing power affect consumer choices. The study emphasizes the vital role of social media in enhancing buying behavior, providing a customer voice, and promoting products through platforms like Facebook, Twitter, and Instagram. It explores how social media promotions increase profitability by informing customers about offers and sales, and enabling them to review products. The case study further discusses how implementing social media has improved Tesco's business strategies, brand awareness, sales quality, and customer loyalty. It addresses the management of negative comments and criticisms on social media pages through apologies, cashback offers, and improved customer service. Finally, it concludes that social media has significantly improved Tesco's sales percentage, productivity, cost-effectiveness, and two-way communication with customers.

1. According to me the factors that affects the consumer purchasing decision in Tesco are marketing
campaigns, economic conditions, personal preferences, group influence, and purchasing power.
Marketing campaigns are done to promote the products and offers that are offered by Tesco. Purchasing
decision widely depends on the economic condition of the market. An environment having positive
economic condition makes the customers to become confident. I think that the consumer behavior are
also influenced by their personal choices or by behavior of group. The customers should know their
purchasing power before purchasing the product from our company.
2. Social media plays a very important role for enhancing the buying behavior of the customer. For
Tesco, social media provides a customer voice for the company. We have social media page on
Facebook, Twitter, and on Instagram. Customer taking the service from out company can give their
review on the social media page of Tesco. From other customer reviews, a particular customer can get
customer review for a particular product. We also give advertisement on social media pages offering
different discounts and sales to the customers.
3. I think social media has very much impact on the making promotions and increase the profitability of
Tesco. In the social media pages of Tesco, the offers, promotions as well as sales are given to the
customers from where the customers gets to know about the offerings of Tesco. From the reviews of
other customers, review for a product can be studied which promotes the product of Tesco. Information
about the product are available from the pages of social media.
4. Business strategies can be designed by implementing the concept of social media in an organization.
Our organization already has implemented social media service to the customer. With the social media,
out business strategies have also reached a level higher. It increases the brand awareness, provides high
sales quality, drives sales in-person, creates loyal fan base, as well as also provides better pulse for the
industry.
5. Yes, customers also provide negative comments on some of the products on out social media pages.
There are criticism that are to be handled by us. We always try to provide out best service to the
customer, but after all depends on technology and human work and there can be mistakes sometimes.
People posting negative comments on the social media pages are replied back asking apologies from
them. As a customer satisfaction, we also provide cashback or some extra offers to them so that they
maintain their relationship with our company.
6. With the social media, Tesco improved the sales percentage and promoted their products online. In
Tesco, social media provides SMART goals that helps to increase the sales of the company.
7. Yes, with social media Tesco has increased its productivity and sales from before. Social media has
established a relationship between the company and the customer. With social media, business in Tesco
have become very much cost effective and with increasing technology, Tesco became successful in
reaching to all people of all age group. In Tesco, social media has successfully established a two way
communication in the company.