A Case Study: Social Media's Influence on Waitrose Consumer Behavior

This research project investigates the influence of social media on consumer purchases, using Waitrose as a case study. The report begins with an introduction, outlining the aims and objectives, which include evaluating the use of social media in business operations, determining customer aspects for effective purchasing, and examining the benefits of social media on consumer purchases. A comprehensive literature review explores the use of social media in business, customer aspects, and the benefits of social media for enhancing customer purchases. The research methodology includes a meta-analytical design, inductive approach, primary and secondary data collection, random sampling, and qualitative data analysis. The project also includes a timeline and expected outcomes, using Gantt charts and work breakdown structures for project management. The findings are expected to provide insights into how social media influences consumer behavior and purchasing decisions, offering valuable information for Waitrose and other retail businesses. The study emphasizes the importance of understanding customer needs and leveraging social media for effective marketing and brand promotion.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
1.1 Introduction......................................................................................................................1
1.2 Aims and Objectives.........................................................................................................1
1.3 Literature review..............................................................................................................2
1.4 Research approach and methodology...............................................................................4
1.5 Timeline with expected outcome......................................................................................5
TASK 2 ...........................................................................................................................................7
2.1 Resources needed to carry out the research .....................................................................7
2.2 Undertake the proposed research investigation................................................................7
2.3 Recording and collecting data .........................................................................................9
TASK 3 .........................................................................................................................................12
3.1 Research evaluation, analysis and interpretation ...........................................................12
TASK 4 – Recommendation and conclusion.................................................................................17
REFERENCES..............................................................................................................................18
Appendix........................................................................................................................................20

TASK 1
1.1 Introduction
Social media is considering as current and appropriate pathway to reach wide range of
customers so that better and effective gain get promoted (Baker, Donthu and Kumar, 2016). For
every business organisation, social media influences purchasing power of consumer. Due to
maximisation of digital technology many customers become able to purchase quality products by
comparing it with others. This study is based on evaluation of influences of social media on
consumer purchase on Waitrose which consider as one of a retail outlet. For gaining better and
suitable outcome on the basis of user perspective association organise a study which enables in
gaining better and suitable decision regarding business enhancement.
Topic: “To evaluate influence of social media on consumer purchases – A case study on
Waitrose”
1.2 Aims and Objectives
Aims: It is a point of direct which need to follow in an investigation so that better and effective
gain could be estimated (Erkan and Evans, 2016). On the basis of such aspects for Waitrose
define aim stated as follow:
 To evaluate influence of social media on consumer purchase -A case study on Waitrose
Objectives: It is a goal or aim which wants to accomplish through a study. Waitrose researcher
have to prepare several objectives which have to get accomplish in minimum time duration so
that better and effective gain gain.
 To evaluate the use of social media in business operations
 To determine the aspects of customers for making purchase effective To examine benefits of support social media and its influence on consumer purchase
Research Question: These are some questions on which whole investigation is based on. It is
important to frame such questions and hypothesis which support further assistance. Waitrose
study frame some number of questions on the basis of objectives which specify as follow:
 How business can use social media in their operations and activities?
 How an organisation could measure aspects of customers for making purchase process
appropriate?
 What are the benefits of social media in order to enhance purchase of customers?
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1.3 Literature review
This project stated about use of social media and its influence on social media. For this
context, it is important to understand various scholar’s aspects and opinion properly so that better
and effective outcome could be accomplish. Literature review is a process in which various
individual aspects and opinion get consider for specified aims and objectives in order to gain
better and effective outcome. Waitrose need to understand use of social media and its direct
relationship with customer purchasing by concluding three objectives.
a) Use of social media in business operations
According to the Erkan and Evans (2016), business is a part of various kinds of
modifications which have to take place with define time frame. There are various technologies
lead to take place in business and its operations which further support in gain and provide better
and suitable results. In such relation, social media is considering as best tool for making
operations effective in nature.
As per the view point of Godey (2016), digital and new technological growth signifies
profit and revenue generation capacity of business. Thus, association can use social media as a
best technology for business from which marketing of various products and services become
possible. Social media support in promote and maximise the brand name of a company. It is
considering as best marketing tool which utilise by business firm in order to gain better and
supportive results.
Along with this, social media also enables to each wide range of customers on which
marketing consider as easy abbreviation. The chances to reach more and more users support
business as well in order to increase profit and productivity. Although, it reflects as best
marketing tool for an organisation so that more and more customers lead to get attract towards a
business. Waitrose can opt this technique into business so that they become able to make
offerings attractive in nature so that better and effective gain could be accomplishing.
b) Aspects of customers for purchase process
As per the view point of Hudson (2016), customers are the god of market and for a
business it is important to consider such users whom have potential and attract towards offerings.
Thus, for business, management need to find out the customer’s aspects properly and effectively
so that purchasing process become appropriate. Purchase become possible when an individual
has some basic wants and needs and product have potential to satisfy such wants.
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On the basis of Kim and Johnson (2016), high purchasing power for a product state that
consumer have a ultimate relationship with goods and services. Business managers have to
evaluate and determine aspects of each and every user properly so that they facilitate effective
and appropriate purchasing of products and services.
A purchasing process always get vary from one organisation to another one but some key
features and elements get evaluated whom are similar. The consumer buying process have some
number of factors and elements which stated as follow (The Six Stages of the Consumer Buying
Process and How to Market to Them, 2014): Problem identification: The first factor or element which starts purchasing process is
problem identification or need recognition. This is a first step which emphasis that every
organisation has to evaluate needs and wants first and then start follow other aspects of
investigation. This enable in order to manufacture similar goods and services which have
a link with user demand. Information search: The next step of study is to organise research which constitutes
about information. This is based on evaluation of various customer’s aspects so that
better and effective gain could be supported. Information search in business will lead to
enhance productivity by satisfying more and more users and support in gain competitive
advantage as well. Evaluation of alternatives: A customer always leads to find out best alternative of
market world. Evaluation of alternative is essential concept for an organisation through
which more and more satisfaction gets promoted. User usually prefer and determine best
alternative than a product from market which have lower range as well as more features.
Waitrose need to determine all alternatives effectively and then frame suitable strategy
for purchase process. Purchase decision: This stage associated with purchasing decision where user evaluate
and understand each and every option properly and effectively. Purchase decision is such
consent where customers think about working whether they have to buy such goods and
services or not. If a user’s walk away from purchase then management have to apply
suitable and relevant strategy to take them back again and enhance productivity and
profitability.
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 Purchase: It is important for an organisation to make purchase process easy and
appropriate in nature. If buying decision will be critical in nature, then organisation lead
to lost their market share and thus revenue generation capacity get impacted. Waitrose
need to evaluate purchase judgement properly and then facilitate effective purchase about
product and services.
All these steps and stages need to fulfil by business managers of Waitrose properly so that they
lead to determine aspect of each and every user properly and use social media is a best technique
to enhance and facilitate appropriate sale. This will promote them in gain better and suitable
results for make every consent easy.
c) Benefits of social media for enhance customer purchase
Every new and modify technology need to implement by business and its managers
properly. According to Kumar (2016), every technology reflects some positive and beneficial
aspects to an organisation in order to gain better and effective result and outcome as well.
Several benefits which gain by Waitrose by using social media platform in business and concern
operations stated as follow (Using social media to market your business: the basics, 2018): Broad reach: One of a major benefit of using social media is that it has potential and
support to reach millions of people at one time. This enables in target and attract more
and more users for product and services so that better and effective working get
promoted. Many social media applications allow business to decide and target suitable
market for their products and services.
 Free or low cost: Many options of social media are free of cost which easily operate by
business managers. Along with this, it said to be low in cost as well which reflect about
various consents properly and effectively.
1.4 Research approach and methodology
Every investigation is based on several methods and approaches which need to determine
by researcher properly and take beneficial decisions as well. Thus, various kinds of research
approaches which could be apply in this study are stated as follow: Research design: It is a type of investigation or consider as blueprint of study which need
to understand in an appropriate frame so that all aims and objectives lead to take place
properly. Thus, in this study meta analytical design of investigation get use which support
in facilitate gain better outcome with qualitative and quantitative measure.
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 Research approach: There are various approaches get underpin for a study in which
inductive technique get be used for deriving a better conclusion from specific objectives
and aims. Data Collection: There are two types of techniques get determine for gathering various
source of information (Schivinski and Dabrowski, 2016). Primary and secondary
approach of data collection need to get included in this project. With questionnaire
survey, appropriate raw information get use whereas literature review stands for
analysing outcome through various scholars. Sampling: A major thing for determine results and outcomes from various respondents,
business need to select and determine appropriate sample on which study lead to get
obtain. There are various kinds of sampling method get identify for an investigation
which have a critical aspect on business and its performance. For this project, random
sampling method lead to get use for deriving and gain better and appropriate outcome.
 Data Analysis: Qualitative technique for data interpretation is used through which data
get analyse by preparing various themes according to users’ perspective. At last a small
conclusion get drawn of whole data summary.
This design need to follow by researcher properly when they want to conclude a better and
effective outcome. Waitrose needs to evaluate all methods of study properly so that better and
suitable gain could be promoted. Such approaches support in gain suitable results regarding
evaluation of use of social media in order to influences consumer purchase. All these things will
be going to enhance and promote better and suitable gain.
1.5 Timeline with expected outcome
It is important to estimate and understand the expected outcome of a project so that better
and suitable gain could become possible (Stephen, 2016). The outcome of research will be
positive in response through which various user’s aspects get evaluated properly by using
questionnaire survey. It is one of a way to determine and identify various aspects of some
individual at one time so that better and future concern judgement would be carried down.
Although, social media play an important role in modern life context through which better and
appropriate gains could be promoted in an appropriate and suitable frame.
Along with this, a research or study need to get completed on time. For this purpose,
there are various kinds of methods get evaluated whom use as a basic approach to complete
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study. For this purpose, Gantt Chart and Work breakdown structure are two possible and
important type of time scale methods get use for Waitrose for gaining better and suitable results: Gantt Chart: It is one of a kind of project management plan which use in most possible
way for showing activities displayed against time (Lee and Watkins, 2016). It is
important to use Gantt chart as a tool for dividing activities which take place at the time
of study. Although, it will support in gain better and suitable results so that appreciable
results become possible. It leads to include in a research for determine starting point of
activity with ending point. Thus, if a task gets completed in define time duration then
chances of gaining better and suitable outcome become possible in tenure.
Task Name Duration Predecessor
Evaluation of problem 4
Define aims and objectives 5 1
Research question 2 2
Literature review 7 2,3
Research Methodology 10 2,3
Data Collection 15 2,5
Data Evaluation 11 6
Conclusion and
Recommendation
3 7
Presentation 1 8
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TASK 2
2.1 Resources needed to carry out the research
Primary resources are those sources of data or information that are acquired directly from
the organisation or area of origin related to the topic. The present research is in context to
Waitrose, UK. It is important to understand and identify the most beneficial sources for
collecting the relevant information and data. The researcher will require certain methods such as
survey, newspapers, interviews etc to collect important information so that he or she can achieve
desired outcomes form the research study. The impact of social media can be identified by using
various methods of collecting or analysing information. These resources are been identified and
used within the research with various techniques such as developing themes and questionnaires,
conducting interviews etc(Podnar and et.al, 2017).
2.2 Undertake the proposed research investigation
Undertaking research investigation with agreed specification:In this section, the
researcher describing the process if methodology which he or she selects in the research proposal
briefly. The research methodologies are described below:
Research Philosophy: The first section in area Saunders Research Onion is research philosophy.
The research philosophy is the way in which that the data has been gathered, investigate and
interprets. Four types of research philosophies are there in this. In the present time, the researcher
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taking the help of interpretivism research philosophy. Accomplish the aims and objectives of the
research study is helps in interpretivism research philosophy.
Research Design: Research design are those plans by which the researcher has able to answer
the research question. In the recent time, the descriptive research design is used by the
researcher. Subject matter and eventually is enabling to comprehend by the researcher, the
question is asked by the researcher would be answer in the research study(Wamba and et.al,
2016).
Research Strategy: It is the plan by which the researcher will work on the all over the project
and investigate the gathering data efficiently. In this research strategy two types of strategy are
there such as qualitative and quantitative research study. In the present time, to investigate the
primary and secondary collected data of the researcher has been used both in qualitative and
quantitative research study.
Research Approach: In the research approach the test of assumption and relevance of
hypothesis of the study has been used. In the recent time, the researcher has been used in
deductive research, to approach in order to test the validity of assumption.
Data Collection: The collection of the data process is using several types of methods and
approaches. Primary and secondary sources are two ways to gathered the data. The questionnaire
method is gathering the data by the using of primary method. The questionnaire was able to
provided the workers of wait rose in order to gain there reviews about the impact of technology.
Considering the secondary data has been gathered by investigate related books and articles. In
such a way, the researcher was able to attain the set of aim and objectives of the research
efficiently(Ngai and et.al, 2015).
Sampling: The process of sampling taking small proportionate of data from the huge platform of
information. It is very necessary method to investigate the whole data is not possible to analyse
the gathering data in the study. In this report, 30 customers has been taken in order to implement
the collected data. The method is name was simple random sampling It is used in this.
Data Analysis: In this process, the gathering data is investigated and interprets by the researcher
in the research study. The data investigate has been used done by using thematic analysis, in
which several themes has been managed and with the help of table and figure, the interpretation
has been shown in the systematic manner(Rodriguez and et.al, 2015).
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Ethical Consideration: In this process, it is very essentially and important for the researcher to
considered the important of ethics. In the recent time, the researcher should follow the ethical
codes and conducts to coming out the research. The motive of the study is to be informed by the
researcher when the section of research study is completed. Full consent has been obtained from
by which the participants.
Research Limitations: The researcher limitations in this researcher facing certain limitations to
increase both the time and efforts. While calculating aim and objective of the research study, to
formulate precise aim and objective is facing the problem by the researcher. In data gathering
and investigate the process, the researcher faced problems due to several methods available for
researcher to choose(Boulianne and et.al,2015).
2.3 Recording and collecting data
To develop an effective survey, the researcher will acquire views of different customers
of Waitrose, UK. According to this, the researcher took a sample of 30 customers in their data
collection and research. In order to gather proper and effective information the following themes
of questionnaire were developed which can help in providing desired and significant outcome.
(Bryman and et.al, 2015).
Questionnaires
Name -
Gender -
Age -
1. How long you are using services offered by Waitrose, UK?
 0 to 1 year
 1 to 3 years
 1 to 5 years more than 5 years
2. Are you satisfied with the activities performed by Waitrose related to social media
marketing?
 Satisfied
 Highly Satisfied
 Neutral
 Dissatisfied
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