IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR

Research Project Submitted in Partial Fulfilment of the Requirements

For the Degree of

B.COM Honours

KARNIKA SAHU

To the

DEPARTMENT OF COMMERCE

BHOPAL SCHOOL OF SOCIAL SCIENCES

April, 2021

Submitted by: Guided by:

Karnika Sahu Dr. Richa Bhatia

18051068 Associate Professor

Department of Commerce

CERTIFICATE

It is certified that the work contained in the project report titledIMPACT OF SOCIAL MEDIA ON

CONSUMER BEHAVIOUR, by Karnika sahu, has been carried out under my/our supervision

and that this work has not been submitted elsewhere for a degree.

Signature of Supervisor:

Name: Dr.Richa Bhatia, Associate Professor

Department: Commerce

Bhopal School of Social Sciences

April, 2021

DECLARATION

I hereby declare that this project report entitled “IMPACT OF SOCIAL MEDIA ON CONSUMER

BEHAVIOUR” was carried out by me for the degree of BCOM Honours under the guidance and

supervision of Dr. Richa Bhatia (Associate Professor) of Department of Commerce, BSSS College.

The interpretations put forth are based on my reading and understanding of the original texts and

they are not published anywhere in any form. The other books, articles and websites, which I have

made use of are acknowledged at the respective place in the text. This research report is not

submitted for any other degree or diploma in any other University.

Place: Bhopal

Name of the Student: KARNIKA SAHU

Class & Section: B.COM Honours

Date: 30/04/2021

ACKNOWLEDGEMENT

I would like to thank our Principal Dr. Fr. John P.J. and Vice Principal Dr Sr Sonia Kurien for their

immense support and blessings. I thank our HOD Dr Amit Kumar Nag for his support. I would like

to express my special thanks of gratitude to my research guide Dr. Richa Bhatia, Associate Professor

of Department of Commerce for her valuable suggestions and guidance and for giving me the golden

opportunity to do this wonderful research project on the topic:IMPACT OF SOCIAL MEDIA ON

CONSUMER BEHAVIOUR, Without her help it would have been difficult for me to have reached

this state of completion of my project report. Also, I would like to thank my parents and friends who

helped me a lot in the preparation of this project.

I wish to acknowledge the help of all those who have provided me information, guidance and other

help during my research period.

SUMMARY

Social media marketing is crucial, because it is one of the most effective tools and techniques in any

form of advertisement. Any businessman's main goal is to maximize the amount of sale articles using

different marketing methods and strategies, as is well known. Without a question, it will help a

variety of businesses increase their profits. The primary goal of this research is to determine how

social media marketing can influence final consumer behaviour among people who often use social

media platforms, as well as to determine the predicted relationships between different social media

marketing practises, customer activities, and consumer behaviour.

The implementation of Social Media platforms is continually evolving to meet the social needs of

internet users, while also increasing the potential for corporations to market their goods and services

in a tailored manner.In the past, social media has played a critical role in influencing consumer

perceptions during the purchasing process. Organizations cannot overlook the growing value of

social networking sites in terms of customer behaviour and the impact they have on it.

The political system at the location where goods are distributed and bought online has evolved as a

result of social media. It describes their mindset and potential position in business marketing

strategy, as well as various approaches to handling them as marketing methods and techniques.The

passive emphasis is on how social media is affecting customer behaviour, while the aggressive focus

is on using social media ads as direct marketing and personalization tools. The use of social websites

by all users has largely grown in the digital century, and these consumers' use of social networking

websites has had a significant impact on them in a variety of ways.To grasp this, consider how the

internet, with its proliferation and diversity of content, has made a significant contribution to the

evolving lifestyle. Adoption of the internet and mobile marketing, as well as evidence that electronic

marketing adoption or denial is guided by sound customer behaviour.The use of the internet is

spreading through virtually the entire globe. It is more widely used due to simple payment choices,

lower hardware costs, low-cost internet communication, and dependable infrastructure.

Over the last five years, social media has transformed the way businesses conduct business using

machines online, and as a result, social media marketing has earned its own name in the business

community. There are numerous online social networking sites that influence customer behaviour.

Youtube, Instagram, Blogposts, Facebook, Wikipedia, Pinterest, and Twitter are only a few

examples.Nowadays, nearly all ages of users use social media, including college students, working-

class residents, and even the elderly. Social networking sites are used by millions of new young

people. In today's world, social media has evolved into a powerful mechanism that consumers can

use to make purchasing decisions. Consumers' lives have been altered by technological

advancements.

Today we are living in 21stcentury, it is very difficult for the consumers to spend time on purchasing

the product because of busy schedule. Now a days users are acquiring followers and subscribers

giving information by social media how to purchase the goods online without wasting time to go

personally.Consumers may obtain information not only about businesses, but also about the

companies, through Social Networking Sites. Even social media is assisting customers in purchasing

products by interaction, which means that consumers and other players such as companies,

consumers, culture, and businesspeople are actors rather than spectators. As a result, customers

have the option to change their minds before buying any product online.

INDEX

 Table of content

 List of various figures: Graphs and Chart

TABLE OF CONTENTS

CHAPTER

CONTENT

PAGE NO.

INTRODUCTION

1.1

Rationale of the Study

1.2

Meaning of Social Media

 Facebook, Twitter, Wikipedia, Pinterest,

Instagram etc.

1.3

Meaning of Consumer Behaviour

 1.3.1 Consumer

 1.3.2 Attitudes or Structure of Attitudes

 1.3.3 Consumer behaviour influenced by various

factors

1.4

Social Media and Consumer

1.5

Justification of the study

LITERATURE REVIEW

2.1

International Review

2.2

National Review

 Conclusion of the literature review

RESEARCH METHODOLOGY

3.1

Objectives of the Research

3.2

Research Hypothesis

 Independent variable

 Dependent variable

3.3

Design of the Research :

 Geographical area

 Duration of the study

 Sample size

 Sampling techniques

 Data collection procedure

 Data analysis procedure

 Data collection instrument

3.4

Scope and Limitations of the Study

DATA REPRESENTATION AND ANSLYSIS

4.1

Data representation and analysis

 Section 1 of 3 :Based on your recent shopping

trip....When it comes to social media..... (Twitter,

Instagram, Blog post, Facebook etc.).

 Section 2 of 3 : Consumer engagements and

activities on social media.

 Section 3 of 3 : Demographic information.

4.2

Hypothesis Testing

RESULTS AND DISCUSSIONS

5.1

Major findings

5.2

Discussions and suggestions

5.3

Conclusions

References

ANNEXURE

LIST OF VARIOUS FIGURES : GRAPHS AND CHARTS

FIGURE NO.

NAME AND LIST OF THE FIGURES

FIGURES

PAGE

NO.

Based on your recent shopping trip....When it comes

to social media..... (Twitter, Instagram, Blog post,

Facebook etc.).

1.1

It influenced my purchase

GRAPHS

1.2

It changes my perception towards the products

GRAPHS

1.3

I made my purchase after watching some sorts of

reviews

GRAPHS

1.4

I always rely on it before making purchase decisions

GRAPHS

1.5

It helps me to find new products that I have not found

by own

GRAPHS

1.6

Promotional E-mails send daily get my attention

enought to buy the products

GRAPHS

1.7

Helps in acquiring information about trending products

GRAPHS

1.8

It provides an effective and powerful platform to

communicate with each others and with the companies

GRAPHS

1.9

When I purchase online products, I get what I see in

products

GRAPHS

1.10

It have quality and quantity difference in online and

offline shopping

GRAPHS

1.11

Do you agree that information searching is easier via

social media comparing to local market

GRAPHS

1.12

Do you agree that, for insurance,

advertisements/blogposts/FB pages/users reviews on

social media influence to try branded products/tranding

products

GRAPHS

1.13

Do you agree that feedback on social media affects your

purchase

GRAPHS

1.14

Do you agree that social media give you more discounts,

coupons, offers on products comparing to local market

purchasing

GRAPHS

CONSUMER ENGAGEMENTS AND ACTIVITIES ON

SOCIAL MEDIA

2.1

Recommend fashion trends you like to others

GRAPHS

2.2

Share videos, pictures, news etc. about

products/services from the brand you like

GRAPHS

2.3

Read posts/publications posted by the fashion brand

you like

GRAPHS

2.4

Read other's people comments/ posts about a product

or services promoted by the brand you like

GRAPHS

2.5

Upload videos/ pictures to the brand's social network

page

GRAPHS

2.6

Participate in competitions offered by companies on

their social networks sites

GRAPHS

2.7

Buy the products from the brand you like/ follow on

social media

GRAPHS

2.8

Which platform of shopping is satisfied ?

PIE CHART

2.9

How much of the purchase do you feel was influenced

by social media ?

PIE CHART

2.10

What type of social media influence your purchasing ?

PIE CHART

2.11

How much do you watch/read the social media that

influence your purchase ?

PIE CHART

DEMOGRAPHIC INFORMATION

3.1

Age

PIE CHART

3.2

Social economic status (How do you identify yourself)

PIE CHART

3.3

Gender

PIE CHART

CHAPTER-1

INTRODUCTION

1.1 Rationale of the study

1.2 Meaning of social media

1.3 Meaning of consumer behaviour

1.3.1 Consumer

1.3.2 Attitudes

1.3.3 Consumer behavior influenced by various factors:

1.4 Social media and consumer

1.5 Justification of the study

1.1 Rationale of the study

This research is concentrated on understanding the effect that social media on customer

behaviour. Given the latest trends where internet tends to be the initial and primary source of

information, companies constantly focus on improving their presence online. Social

networking is that the evolution of selling from the normal concept to relationship marketing.

Understanding how social media affect customer’s research and final decision to buy is of great

importance for companies in order to create competitive advantage.

1.2 Meaning of social media

Social media is the online communications medium dedicated to community- based inputs,

interactions and content-sharing. Websites and applications dedicated to forums, social

networking, social bookmarking etc. are among the different types of social media. Facebook,

Instagram, Twitter, Pinterest, Wikipedia etc. are some of the examples of social media.

The computer-based technology that enables the exchange of ideas and information, and hence

the formation of virtual networks and societies, is known as social media.Social networking is

internet-based by nature, allowing people to easily share personal information as well as other

content such as videos and images. Users interact with social media through browser-based apps

or web applications on their computers, smartphones, and tablets, and they often use it for

texting.

Social media is used in industry to sell goods, endorse brands, communicate with clients, and

help new projects. Social media aids in the advertising of goods and services because it allows

for the delivery of tailored, timely, and unique offers and coupons to prospective buyers. Social

media marketing uses social networking to help an organisation maximise brand awareness.The

aim is to evaluate the effect of social media on customer behaviour in today's world.

Here some major examples of social media:

FACEBOOK is the undisputed king of social networking sites, since it is the most popular place

for friends to communicate and exchange information online. Facebook has developed as a

platform for companies to plug themselves into contact with consumers and self-promotion,

rather than simply a meeting spot for friends.

TWITTER is a free microblogging site that allows users to share short messages known as

"TWEETS." Twitter users can use a range of channels and computers to broadcast messages and

track other users' tweets.

It should also be a part of your business campaign. It's the fifth most influential social media

platform, and it's a goldmine of consumer feedback and prospects for growing the business,

driving sales, and gaining followers.

WIKIPEDIA is a collaborative project by a group of people known as Wikipedia’s to create a

free, open-content online encyclopaedia. Anyone who has registered on the web will submit an

article for publication; however, editing the articles does not entail registration.

PINTEREST is a free social networking site that allows users to post and gathermulti-media

content and save it to a virtual bulletin.

It's a fantastic platform for companies to communicate with their customers, whether they're

doing B2C or B2B marketing. It also accomplishes all of the main goals of social media

marketing, such as increasing brand visibility, community building, and boosting traffic to the

website, and improving customer relationships.

INSTAGRAM is not just for personal use anymore- whether for you or your dog. It is now a

global platform that allows brands to humanize their content, recruit new talent, showcase

products, and inspire their audience.

Instagram can also be used to promote new brands and raise brand awareness. Eighty percent of

Instagram users have purchased everything they discovered on the site. Instagram helps you to

advertise your products and product in a friendly, genuine manner to your clients without being

pushy.

1.3MEANING OF COMSUMER BEHAVIOUR

The study of individuals and organisations and how they like and use goods and services is known as

consumer behaviour. It specifically reflects on psychology, motives, and attitudes.

The study of customer behaviour covers the following topics:

• How consumers think about and feel about multiple choices (brands, products, services and

retailers)

• Consumer reasoning and decision-making

• How consumers behave when studying and shopping

• How their environment (peers, society, media) influences their behaviour.

• How ad plans are often updated and tweaked in order to have a greater impact on customers.

‘‘Consumer behaviour is the behaviours and judgement processes of people who buy products and

services for personal consumptions," according to Engel, Blackwell, and Mansard.

‘‘Consumer behaviour is the judgement process and physical action that individuals partake in while

assessing, purchasing, consuming, or disposing of products and services," according to Louden and

Bitta.

1.3.1 CONSUMER

A customer is an individual or a group who wishes to buy, purchases, or uses purchased goods,

items, or services for personal, social, family, household, or similar purposes that are not specifically

connected to entrepreneurial or business practises.

1.3.2 ATTITUDES

STRUCTURE OF ATTITUDE

 Cognitive Component − the first component is cognitive component. It consists of an

individual’s knowledge or perception towards few products or services through

personal experience or related information from various sources. This knowledge,

usually leads to beliefs, which a consumer has, and specific behaviour.

 Affective Component− the second part is the affective component. This consists of a

person’s feelings, sentiments, and emotions for a specific brand or product. They treat

them because the primary criteria for the aim of evaluation. The state of mind also

plays a serious role, just like the sadness, happiness, anger, or stress, which also affects

the attitude of a consumer.

 Behavioural Component − the last component is conative component, which consists of a

person’s intention or likelihood towards a particular product. It usually means the

particular behaviour of the person or his intention.

1.3.3 Consumer behaviour influenced by various factors:

 Marketing factors like product design, price, promotion, positioning, and distribution.

 Personal factors such as age, gender, status etc.

 Psychological factors such as physical surroundings at the time of purchase, social

surroundings and time factors.

 Situational factors such as social status, reference groups and family.

 Cultural factors such as religion, social class – caste and sub-caste.

1.4 SOCIAL MEDIA AND CONSUMER

Social media has become an important tool for consumers online during this day and age. It’s

no surprise that each one sorts of businesses have turned to social media to seek out and connect

with their target market. The figures don’t lie either: consumers are 71% more likely to form a

sale supported social media referrals.

Millennials are considered as the generation that spends most of their time online, 47% of their

purchases are influenced by social media. They are also 1.6 times more likely to use digital

channels to find out about new products. This puts social media platforms during a prime

position for executing effective digital marketing campaigns.

Affective

components

(feelings)

Behavioural

components

( actions)

Cognitive

components

(beliefs)

1.5 Justification of the study

IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR, this analysis offers clarification

on however people are attending, processing, and choosing the knowledge on social media

before an acquisition. The findings indicated that people pursue a lively role in data search on

social media examination to native market/ or offline platform. Moreover, the empirical a part

of the analysis strives to produce insights to any corporations that are attempting to shift to or

are presently collaborating within the new selling trend.

CHAPTER – 2

LITERATURE REVIEW

2.1 International review

2.2 National review

2.3 Conclusion of the literature review

The most fundamental and second step of any study process is the literature review. First and

foremost, a literature review is used to learn about and comprehend the main background of the topic

or research project chosen by the researcher. It is a record of what has been done in the recent past in

this respect.When the researcher conducts a literature review; this is the current trend in the chosen

topic. He or she would become an expert in his or her field and a Master. It depicts the work that has

already been completed as well as the work that remains to be completed.It demonstrates the

research's necessary direction. There should be no duplication of effort, according to research

findings. It also stated which technique was used by the different experts. Textbooks and

encyclopedic documents should not be considered when conducting a literature review.The

researcher would ask himself what kind of study he needs to conduct. What factors should be

considered when preparing for a literature review? The scholar must distil a particular problem into a

general problem using the literature.

Various kinds of research studies on the effect of social media marketing on consumer purchasing

behaviour have been undertaken, all of which are applicable to this study. Some terms related to

social media, social media marketing, and purchasing behaviour on social networking sites were

explored. Here are some worthwhile studies related to the current research.

The review was conducted by the researcher using international and national journals, articles, and

theses as sources.

2.1 INTERNATIONAL REVIEW–

The researcher conducted a literature review of the following international publications, articles, and

journals:

 Mukhaini (2014) studied on impact of using social media on consumer buying behaviour.

With the target to know which sort of products mostly purchased using social media that

are mostly employed by consumers in Oman. The study shows that Instagram is that

the best suited social media site for the Omani consumers to shop for their preferred

product (fashion) online.

 Voramontri&Klieb (2018) clears concerning the impact of social media on client behaviour

and states that social media users found higher cognitive process to be easier and enjoyed the

method additional, compared to those that used alternative info sources, i.e., T.V., Radio,

Newspapers etc. Social media has enabled marketers to access and monitor client opinions on

a continuous instant basis by listening- in and collaborating in on-line conversations.

 Putter (2017) concludes that Associate in Nursing rising focus of marketers is on the

utilization of user generated content that's created by shoppers in response to specific brands

and influences the perception of alternative shoppers. Factors that influence whole perception

and intention to shop for embody things like views of others announce, incontestable in social

media posts.

 Rob Fitzgerald (2019) finds in his study on the impact of social media to consumer shopping

behaviour that buyer’s square measure seventy one a lot of seemingly to create a procurement

supported social media referrals, 475 of purchases of youths square measure influenced by

social media. They’re conjointly 1.6 times a lot of seemingly to use digital channels to be told

concerning new product.

 Later, consumers are taking part in a major role on the marketplace section. Simply, they will

be defined as actors on the marketplace section or people UN agency purchase or consume

product and services either on-line or offline. One amongst the variables that are reportable as

vital variables influencing customers is demographic variables. For instance, the amount of

male and feminine users has dramatically accumulated throughout the year 2002 (Park and

Jun, 2003). In term of on-line segmentation, there is a small distinction. This can be as a

result of there is 2 main on-line segments we are able to check with that are "Online Insiders"

and "Social Clickers" (Riegner, 2007).

 Online Insiders area unit terribly active users on web and extremely potent internet buyers in

victimizationdifferent Social Media to shop for and sell (Pookulangara and Koesler, 2011).

Usually, consumers’choices area unit influenced heavily by on-line brands and customers

will influence one another. This kindof event typically affects the repurchases method as a

result. Therefore, customer’s area unit progressivelyturning to Social Media so as to urge

additional info on that to base their choices (RAMSUNDER, NOVEMBER, 2011). For

example, it will be noticed that the majority of the netshoppers tend to be younger, wealthier,

higher educated, additional pc literate and additional doubtless tospend time on web, and

search on-line (Levin et al., 2005)

 Social Clickers square measure daily active people that tend to use the web for various

functions, such as, getting news, doing completely different researchers for various subjects,

sharing info and communicating with different users and from different cultures (Lee, 2013).

They’re significant on-line communicators, however the foremost democratic ones tend to be

younger and fewer affluent. These younger Social Clickers might not be influencing purchase

call these days, however may become robust influencers in the future (Vinerean et al., 2013)

 The necessary parts of visiting websites area unit to assist shoppers to speak with different

users in order to accomplish their functions. Interaction with different users will have an

effect on consumers by several factors which play an essential role in enabling shoppers to

possess clear ideas regarding unknown merchandise (Constantinides, 2004). Victimization

SM becomes one amongst the wants lately that affects shoppers by many factors. These

factors may be classified as, style Factors, info Factors, Product Factors, Psychological

Factors, and Cultural Factors (Constantinides, 2004):

1. Info Factors: shoppers are going to be willing to shop for on-line if form of merchandise and

information area unit provided sufficiently. Also, offers, warranties and guarantees that area

unit provided at the side of merchandise can encourage shoppers to buy on-line (Limayem et

al., 2000).

2. Style Factors: typically shopper’s area unit plagued by the planning characteristics of an

online page. If the web site is handy and often updated, shoppers are going to be additional

drawn to buy online. Additionally, the method of planning is plagued by elaborate info

provided about many merchandise and also the show of sites' themes (e.g., colours, icons,

links, images…)

3. Psychological Factors: these factors have an effect on consumers' angle towards on-line

shopping for. For instance, if shoppers build a trust on a web site, they'll be willing to shop

for on-line comfortably and scale back uncertainty towards a product. Moreover, shoppers

could also be influenced by their friends and relatives WHO have an effect on their attitudes

to use SM.

4. Cultural Factors: shoppers may be plagued by different cultures in selecting and creating

decisions regarding bound merchandise. Also, it will have an effect on consumers' style in

interacting and communicating with new technologies (Pookulangara and Koesler, 2011).

 Many studies have created many analyses to acknowledge and predict the link among the

merchandise and looking behavior. Their analysis helped them to create an inventory of

product which might be suitable to be oversubscribed via the net. The list as following

(Miller and Lammas Day, 2010):

1. Intangible product (Information) Category: product that offer data toconsumers, such as, on-line

videos, music, pc computer code, exchange, financialreports and weather data.

2. Tangible product (High Differentiation) Category: product that have selection categories, such as,

 Kotler and Armstrong (2014) classified shopping for behaviour on 2 axes: high or low client

involvement, and vital or few complete variations. The four varieties of purchase behaviour

they discerned area unit summarized in Table one.

Table 1: Types of purchase behaviour

Purchase behaviour

Characteristics

Examples

Complex buying

High consumer involvement, Significant

brand differences,

Expensive, Infrequent, High risk

Car, Laptop

Dissonance reducing

High consumer involvement, Few brand

differences, Expensive, Infrequent, High

risk, Price sensitive

Carpet, Furniture

Habitual buying

Low customer involvement, Little brand

differences, Frequent or repeat purchases

Household goods,

Groceries

Variety seeking buying

Low customer involvement, Significant

brand differences, Brand switching for

variety

Cookies, Restaurant

2.2 NATIONAL REVIEW–

The researcher conducted a literature review on the following national publications, articles, and

journals:

 Gulzar & Maqbool (2018) discuss the benefits that they will obtain from successful social

media marketing. They discovered that social media marketing is all about producing high-

quality, consumer-relevant content that is more focused on building relationships between

consumers and businesses. Consumers have benefited greatly from the accessibility and

transparency of relevant information provided by social media marketing. Consumer attitudes

and purchasing intentions are influenced by social media.

 A study conducted by Kirti (2019) to understand the impact of social site ads on consumer

purchasing behaviour showed that social networking sites show a diverse range of

goods/products with new brands available in the market. They also offer details on the

various brands of other products. Many comments and suggestions about the desired products

can be found on social media sites.As a result, customers have access to critical information

about other brands' products.

 Chitranshi Verma (2018) looked at how social media affects consumer behaviour in India.

She comes to the conclusion that customers want brands to look out for them and society as a

whole. Customers appreciate it when businesses respond directly to them, and social media

makes this possible.Customers nowadays depend heavily on social media networks for

customer service and support, so businesses can make themselves visible in the digital media

to provide this assistance.

 According to Kumar (2004-2005), search engines are being used to look up pre-purchase

product information such as price, style, and reviews. Most consumers use the internet as

their main source of information on a regular basis, and social media platforms enable them

to rate goods, make suggestions, and update their status.Customers should easily share their

thoughts, views, and experiences when interacting with other online peers (Nolcheska, 2017)

 Bikhchandani et al., (1998) classify whether or not consumers will buy a product and whether

or not they will recommend it to others in their study. These are frequently used as indicators

of purchasing intent. The research also shows that the impact of knowledge cascades on

social media caused by various product characteristics is unaffected by shoppers involvement

strengths.It finds that shoppers attempt to demonstrate a wide range of levels of participation

in various cases involving brand purchasing and recommending to others.

 ManjuAhuja et al., (2003) the research was carried on consumers using business-to-consumer

sites, with the goal of determining the factors that impact customers' purchasing and

browsing behaviour during online purchases. The researchers also looked into the purchasing

habits of people with various demographic profiles, which may uncover distinct purchasing

strategies and consumer behaviours for a particular category of goods and services.

Customers' buying behaviour is influenced by social media to the greatest extent possible.

 Gul, Muhammad Shafiq et al., (2004) the researchers focused their investigation on the link

between social media and customer purchasing behaviour. Students from Karachi's academic

institutes took part in the research. The students completed around 260 questionnaires.

According to the findings, there is no robust link between customer purchasing behaviour and

Social Media.

 Ramsunder (2011) According to their research, online brands have a significant impact on

shopper decisions. Consumers' opinions would have an impact on each other. Repurchases

are influenced by other people's opinions. As a result, customers are turning to the Internet

for more information before making a purchase.

 In their research, GeetanjaliNaidu et al. (2013) examine the impact of social media on

customer buying behaviour in Raipur. According to the poll results, 75% of Indian youth use

the internet to share their thoughts, opinions, and comments on a variety of

websites. According to the findings, consumers use social media extensively to gather

product information.

 NimaBarhemmati et al., (2015) According to their research, social network marketing is

becoming the most efficient advertisement model. The aim of this research is to see how

Social Network Marketing affects shopper buying behaviour among social networking site

users.The research also looks at the connections between customer engagement, social media

selling activities, and shopper purchasing behaviour. A poll of fifty Malaysian National

University students was completed. The findings revealed a link between social media

engagement and consumer purchasing patterns.

2.3 CONCLUSION OF THE LITERATURE REVIEW

Conclusions from the research without a doubt, social media have become an invaluable source of

information for consumers in their purchase decisions, particularly in cases of complex purchasing

behaviour. Because of the ease of access, low cost, and wide availability of information, more people

are turning to consumer views online. When compared to advertising and other marketer-generated

information, peer suggestions on social media are seen as WOM and as more trustworthy sources of

information.

CHAPTER – 3

RESEARCH METHODOLOGY

3.1 Objectives of the study

3.2 Research hypothesis

3.3 Design of the research

3.4 Scope and limitations of the study

3.1 OBJECTIVES OF THE STUDY

The study's primary aim is to explain how social media has affected customer behavior. Not only has

traditional media shifted, but social media buying networks have since grown dramatically in the

digital era. Peoples are expressing their opinions on different social media marketing platforms such

as WhatsApp, YouTube, Facebook, Pinterest, Instagram, and others, with the aim and aims of this

study specifically demonstrating how consumers choose social media for purchasing decision

sources.

The key aim of this analysis is to look at the effect of social media on consumer shopping habits. The

study's specific goals are as follows:

1. To investigate shoppers' attitudes toward online shopping.

2. To look at what motivates people to buy on social media sites.

3. To investigate how social media platforms have influenced customer purchasing behavior.

3.2 RESEARCH HYPOTHESIS

This analysis has been done to know the hypothesis that how people of different age groups use

social media and what is their perception towards it and how much they are satisfied with the

purchasing of social media.

NULL HYPOTHESIS

Consumers are not satisfied with the online shopping from social media platform.

ALTERNATIVEHYPOTHESIS

More and more consumers are satisfied with the online shopping from social media in comparison to

local market.

3.3 DESIGN OF THE RESEARCH

In the current study, most qualitative primary data was gathered through a questionnaire that was

pre-coded and pre-tested in the surrounding city, while secondary data was gathered from numerous

social media pages, literature reviews, national and international journals, and theses.

Geographical area: Bhopal (the nearby city)

Duration of the study: This study is started from last month till the 30th of APRIL 2021.

(Approx…four month)

Sample size: 200 sample size (only 169 samples are collected)

Sampling technique: Simple random sampling through the questionnaire from the population of city

of Bhopal

Data collection procedure: With the assistance of Google Forms, data was obtained via an online

survey questionnaire. The researchers used a common questionnaire to create a useful tool for

evaluating social media ads and customer purchasing habits. An online survey, which has increased

in popularity since it was first widely used, is a structured method of collecting data from a targeted

audience across the Internet. Google Forms, on the other hand, is a well-known method for

performing online surveys. It's a Google-provided cloud-based data analysis tool for developing and

constructing web-based questionnaires. The researchers first requested the participants' consent

before performing the study's online survey. The researchers disseminated questionnaires to potential

respondents in Bhopal City by submitting and sharing the access to an online survey questionnaire.

Following the delivery of the questionnaire, data was gathered through online responses, counted,

and statistically analyses using suitable statistical methods.

Data analysis procedure: Qualitative data will be used using descriptive statistics.

Data collection instrument: The researchers used primary data in this analysis, which included

sending out a structured questionnaire to respondents through the internet. The questionnaire was

focused on the effect of social media on customer behaviour in collecting data for social media

marketing. The research was conducted in Bhopal (the nearby city), with the goal of evaluating how

the Internet impacts customer behaviour. The results indicate that the efficacy and power of social

media ads are strongly associated with consumer purchasing behaviour, and that quality of content,

user interface, and frequency of visit have a positive impact on consumer purchase intention. In

addition, researchers updated questionnaires focused on various consumer purchasing behaviour

experiments to measure consumer buying behaviour. The model illustrates how marketing inputs and

environmental influences influence buyer characteristics (attitude, cognition, and knowledge) and

decision-making processes (purchase decision and post-purchase behaviour), and how these factors

influence the buyer's response. Respondents can score their responses on a 5-point Likert scale when

filling out the questionnaire. The selection of means, descriptive ranking, and description would be

used to define the indicators' mean.

3.4 SCOPE AND LIMITATIONS OF THE STUDY

Any research project has its own set of constraints, which can include time, budget, and other factors.

There are some shortcomings in this study as well, as mentioned below:

1. The current research is focused on the primary data's accuracy. The sampling units were chosen

from a population of multiple dimensions big groups’ characteristics.

2. Due to a lack of time and a financial constraint, the researcher has limited the scope of the study to

the Bhopal District. Customers in Bhopal City are the subject of the report.

3. The analysis is based on the respondent's view (questionnaire), which could be skewed.

4. Random sampling is used to pick the samples.

CHAPTER – 4

DATA REPRESENTATION AND

ANALYSIS

4.1 DATA REPRESENTATION & INTERPRETATION

4.2 HYPOTHESIS TESTING

4.1 DATA REPRESENTATION & INTERPRETATION

Section 1 of 3

Based on your recent shopping trip....When it comes to social media..... (Twitter, Instagram,

Blog post, Facebook etc.).

Figure 1.1

In figure 1.1, show the graph of respondent’s satisfaction level

Strongly disagree = 1 Respondent

Disagree = 13 Respondents

Neutral = 12 Respondents

Agree = 62 Respondents

Strongly agree = 81 Respondents

Strongly

disagree

Disagree neutral Agree Strongely agree

It influenced my purchase

Series 1

Figure 1.2

In figure 1.2, show the graph of respondent’s satisfaction level

Strongly disagree = 2 Respondent

Disagree = 4 Respondents

Neutral = 19 Respondents

Agree = 95 Respondents

Strongly agree = 49 Respondents

Figure 1.3

Strongly

disagree

Disagree neutral Agree Strongely

agree

It changes my perception towards the product

Series 1

Strongly

disagree

Disagree neutral Agree Strongely agree

I made my purchase after watching some sorts of reviews

Series 1

In figure 1.3, show the graph of respondent’s satisfaction level

Strongly disagree = 1 Respondent

Disagree = 4 Respondents

Neutral = 24 Respondents

Agree = 97 Respondents

Strongly agree = 43 Respondents

Figure 1.4

In figure 1.4, show the graph of respondent’s satisfaction level

Strongly disagree = 2 Respondent

Disagree = 2 Respondents

Neutral = 42 Respondents

Agree = 79 Respondents

Strongly agree = 44 Respondents

Strongly

disagree

Disagree neutral Agree Strongely agree

I always rely on it before making purchase decision

Series 1

Figure 1.5

In figure 1.5, show the graph of respondent’s satisfaction level

Strongly disagree = 1 Respondent

Disagree = 4 Respondents

Neutral = 24 Respondents

Agree = 92 Respondents

Strongly agree = 48 Respondents

Figure 1.6

In figure 1.6, show the graph of respondent’s satisfaction level

Strongly

disagree

Disagree neutral Agree Strongely

agree

It helps me to find new products that I have not

found by own

Series 1

Strongly

disagree

Disagree neutral Agree Strongely

agree

Promotional E-mails send daily get my attention enought to

buy the product

Series 1

Strongly disagree = 4 Respondent

Disagree = 5 Respondents

Neutral = 33 Respondents

Agree = 85 Respondents

Strongly agree = 42 Respondents

Figure 1.7

In figure 1.7, show the graph of respondent’s satisfaction level

Strongly disagree = 1 Respondent

Disagree = 3 Respondents

Neutral = 28 Respondents

Agree = 90 Respondents

Strongly agree = 47 Respondents

Strongly

disagree

Disagree neutral Agree Strongely agree

Helps in acquiring information about trending products

Series 1

Figure 1.8

In figure 1.8, show the graph of respondent’s satisfaction level

Strongly disagree = 3 Respondent

Disagree = 2 Respondents

Neutral = 32 Respondents

Agree = 84 Respondents

Strongly agree = 48 Respondents

Figure 1.9

In figure 1.9, show the graph of respondent’s satisfaction level

Strongly

disagree

Disagree neutral Agree Strongely

agree

It provides an effective & powerful platform to

communicate with each others & with the companies

Series 1

Strongly

disagree

Disagree neutral Agree Strongely

agree

When I purchase online products, I get what I see in

products

Series 1

Strongly disagree = 2 Respondent

Disagree = 4 Respondents

Neutral = 39 Respondents

Agree = 86 Respondents

Strongly agree = 38 Respondents

Figure 1.10

In figure 1.10, show the graph of respondent’s satisfaction level

Strongly disagree = 2 Respondent

Disagree = 5 Respondents

Neutral = 35 Respondents

Agree = 81 Respondents

Strongly agree = 46 Respondents

Strongly

disagree

Disagree neutral Agree Strongely

agree

It have quality and quantity difference in online & offline

shopping

Series 1

Figure 1.11

In figure 1.11, show the graph of respondent’s satisfaction level

Strongly disagree = 3 Respondent

Disagree = 1 Respondents

Neutral = 27 Respondents

Agree = 96 Respondents

Strongly agree = 42 Respondents

Figure 1.12

In figure 1.12, show the graph of respondent’s satisfaction level

Strongly

disagree

Disagree neutral Agree Strongely

agree

Do you agree that information searching is easier via social

media comparing to local market

Series 1

Strongly

disagree

Disagree neutral Agree Strongely

agree

Do you agree that, for insurance,

advertisements/blogposts/FB pages/users reviews on social

media influence to try branded products/tranding products

Series 1

Strongly disagree = 3 Respondent

Disagree = 1 Respondents

Neutral = 32 Respondents

Agree = 91 Respondents

Strongly agree = 42 Respondents

Figure 1.13

In figure 1.13, show the graph of respondent’s satisfaction level

Strongly disagree = 1 Respondent

Disagree = 4 Respondents

Neutral = 26 Respondents

Agree = 86 Respondents

Strongly agree = 52 Respondents

Strongly

disagree

Disagree neutral Agree Strongely

agree

Do you agree that feedback on social media affects your

purchase

Series 1

Figure 1.14

In figure 1.14, show the graph of respondent’s satisfaction level

Strongly disagree = 3 Respondent

Disagree = 2 Respondents

Neutral = 28 Respondents

Agree = 94 Respondents

Strongly agree = 42 Respondents

Section 2 of 3

CONSUMER ENGAGEMENTS AND ACTIVITIES ON SOCIAL MEDIA

What you are on social media, how often do you?

Figure 2.1

Strongly

disagree

Disagree neutral Agree Strongely

agree

Do you agree that social media give you more discounts,

coupons, offers on products comparing to local market

purchasing

Series 1

Never Occasionally Sometimes Offen Very often

Recommend fashion trends you like to others

Series 1

In figure 2.1, show the graph of respondent’s satisfaction level

Never = 1 Respondent

Occasionally = 4 Respondents

Sometimes = 26 Respondents

Often = 86 Respondents

Very often = 52 Respondents

Figure 2.2

In figure 2.2, show the graph of respondent’s satisfaction level

Never = 4 Respondent

Occasionally = 21 Respondents

Sometimes = 72 Respondents

Often = 57 Respondents

Very often = 15 Respondents

Figure 2.3

Never Occasionally Sometimes Offen Very often

Share videos, pictures, news etc... about

products/services from the brand you like

Series 1

Never Occasionally Sometimes Offen Very often

Read posts/publications posted by the fashion brand

you like

Series 1

In figure 2.3, show the graph of respondent’s satisfaction level

Never = 5 Respondent

Occasionally = 19 Respondents

Sometimes = 59 Respondents

Often = 64 Respondents

Very often = 22 Respondents

Figure 2.4

In figure 2.4, show the graph of respondent’s satisfaction level

Never = 2 Respondent

Occasionally = 20 Respondents

Sometimes = 56 Respondents

Often = 63 Respondents

Very often = 28 Respondents

Figure

2.5

Never Occasionally Sometimes Offen Very often

Read other's people comments/posts about a product

or services promoted by the brand you like

Series 1

Never Occasionally Sometimes Offen Very often

Upload videos/pictures to the brand's social

network page

Series 1

In figure 2.5, show the graph of respondent’s satisfaction level

Never = 10 Respondent

Occasionally = 23 Respondents

Sometimes = 42 Respondents

Often = 66 Respondents

Very often = 28 Respondents

Figure 2.6

In figure 2.6, show the graph of respondent’s satisfaction level

Never = 9 Respondent

Occasionally = 17 Respondents

Sometimes = 55 Respondents

Often = 67 Respondents

Very often = 21 Respondents

Never Occasionally Sometimes Offen Very often

Participate in competitions offered by companies on

their social networks sites

Series 1

Figure 2.7

In figure 2.7, show the graph of respondent’s satisfaction level

Never = 3 Respondent

Occasionally = 18 Respondents

Sometimes = 55 Respondents

Often = 56 Respondents

Very often = 37 Respondents

Which platform of shopping is satisfied?

Figure 2.8

Never Occasionally Sometimes Offen Very often

Buy the products from the brand you like/ follow on

social media

Series 1

In figure 2.8, show the pie chart of respondent’s satisfaction level

 89 (52.7%) respondents are satisfied by online shopping platform.

 80 (47.3%) respondents are satisfied by offline shopping platform.

How much of the purchase do you feel was influenced by social media?

Figure 2.9

In figure 2.9, show the pie chart of respondent’s satisfaction level

 49 (29%) respondents are satisfied by 5%-25%.

 66 (39.10%) respondents are satisfied by 25%-50%.

 53 ( 31.40%) respondents are satisfied by 50%-75%.

 1 (0.60%) respomndents are satisfied by 75%-100%.

What type of social media influence you’re purchasing?

Figure 2.10

Online Offline

5% - 25% 25% - 50% 50% - 75% 75% - 100%

In figure 2.10, show the pie chart of respondent’s satisfaction level

 41 (24.10%) respondents are influenced by Instagram.

 0 (0%) respondents are influenced by Facebook.

 9 ( 5.90%) respondents are influenced by Twitter.

 0 (0%) respondents are influenced by Blogposts.

 54 (31.80%) respondents are influenced by Youtube.

 65 (38.20%) respondents are influenced by Others.

How much do you watch / read the social media that influence your purchase?

Figure 2.11

In figure 2.11, show the pie chart of respondent’s satisfaction level

 36 (21.30%) respondents are watch/read DAILY the social media that influenced their

purchase.

 42 (24.90%) respondents are watch/read 1-2 TIMES IN A WEEK the social media that

influenced their purchase.

 12 (7.10%) respondents are watch/read 3-4 TIMES IN A WEEK the social media that

influenced their purchase.

Instagram Facebook Twitter Blogposts Youtube Others

Daily 1-2 times in a week 3-4 times in a week Once a month Only when needed

 22 (13%) respondents are watch/read ONCE A MONTH the social media that influenced

their purchase.

 57 (33.70%) respondents are watch/read ONLY WHEN NEEDED the social media that

influenced their purchase.

Section 3 of 3

Demographic information

Age

Figure 3.1

In figure 3.1, show the pie chart of respondent’s age

 33 (19.50%) respondents are the age of 18 – 25.

 60 (35.50%) respondents are the age of 25 – 30.

 76 (45%) respondents are the age of 30 – 35.

 0 respondents are the age of 35 – 40.

 0 respondents are the age of 40 – 45 or Above.

Social Economic Status (How do you identify yourself)

Figure 3.2

18-25 25-30 30-35 35-40 40-45 or Above

Lower class Middle class Upper class

In figure 3.2, show the pie chart of social economic status of respondents

 26 (15.40%) respondents are from the LOWER CLASS.

 90 (53.30%) respondents are from the MIDDLE CLASS.

 53 (31.40%) respondents are from the UPPER CLASS.

Gender

Figure 3.2

In figure 3.3, show the pie chart of respondent’s gender

 94 (55.60%) Male respondents

 75 (44.40%) Female respondents

 0 (0 %) others

Male Female Others

4.2 HYPOTHESIS TESTING

Section 1

Based on your recent shopping trip....When it comes to social media..... (Twitter, Instagram,

Blog post, Facebook etc.

RESULT

GENDER

TOTAL

MALE-

243

641

388

FEMALE

-75

158

577

276

TOTAL

2366

Standard Deviation, s: 234.9795262949

Count, N:

Sum, Σx:

2366

Mean, x̄ :

236.6

Variance, s

55215.377777778

Steps

Σ(x

- x̄ )

N - 1

(7 - 236.6)

+ ... + (276 - 236.6)

10 - 1

496938.4

55215.377777778

s =

√55215.377777778

234.9795262949

σ = √[(1 - 4.6)

+ (3 - 4.6)

+ ... + (8 - 4.6)

)]/5

σ = √(12.96 + 2.56 + 0.36 + 5.76 + 11.56)/5 = 2.577

One sample z-test, using Normal distribution (two-tailed) (validation)

1. H

hypothesis

Since p-value < α, H

is rejected.

The average of Section 1's population is considered to be not equal to the μ0.

In other words, the difference between the average of the Section 1 and μ0 is big enough

to be statistically significant.

2. P-value

p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error

(rejecting a correct H

) is small: 0.000 (0.0%).

The smaller the p-value the more it supports H

3. The statistics

The test statistic Z equals 290.335621, is not in the 95% critical value accepted range: [-

1.9600 : 1.9600].

x=236.60, is not in the 95% accepted range: [-1.6000 : 1.6000].

The statistic S' equals 0.815 .

4. Effect size

The observed standardized effect size is large (91.81). That indicates that the magnitude of

the difference between the average and μ0 is large.

SECTION 2

CONSUMER ENGAGEMENTS AND ACTIVITIES ON SOCIAL MEDIA

(1)

What you are on social media, how often do you?

TOTAL

Male

Never

Occasional

104

Sometime

199

Often

225

Very often

108

Female

Never

Occasional

Sometime

176

Often

182

Very often

TOTAL

169

Standard Deviation, s: 73.876849478635

Count, N:

Sum, Σx:

1183

Mean, x̄ :

118.3

Variance, s

5457.7888888889

Steps

Σ(x

- x̄ )

N - 1

(22 - 118.3)

+ ... + (75 - 118.3)

10 - 1

49120.1

5457.7888888889

s =

√5457.7888888889

73.876849478635

σ = √[(1 - 4.6)

+ (3 - 4.6)

+ ... + (8 - 4.6)

)]/5

σ = √(12.96 + 2.56 + 0.36 + 5.76 + 11.56)/5 = 2.577

One sample z-test, using Normal distribution (two-tailed) (validation)

1. H

hypothesis

Since p-value < α, H

is rejected.

The average of Question 1’s population is considered to be not equal to the μ0.

In other words, the difference between the average of the Section 2 and μ0 is big enough

to be statistically significant.

2. P-value

p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error

(rejecting a correct H

) is small: 0.000 (0.0%).

The smaller the p-value the more it supports H

3. The statistics

The test statistic Z equals 145.167810, is not in the 95% critical value accepted range: [-

1.9600 : 1.9600].

x=118.30, is not in the 95% accepted range: [-1.6000 : 1.6000].

The statistic S’ equals 0.815 .

4. Effect size

The observed standardized effect size is large (45.91). That indicates that the magnitude of

the difference between the average and μ0 is large.

(2)

Which platform of shopping is satisfied?

Standard Deviation, s: 13.435028842544

Count, N:

Sum, Σx:

169

Mean, x̄ :

84.5

Variance, s

180.5

Steps

Σ(x

- x̄ )

N - 1

(94 - 84.5)

+ ... + (75 - 84.5)

2 - 1

180.5

s =

√180.5

13.435028842544

σ = √[(1 - 4.6)

+ (3 - 4.6)

+ ... + (8 - 4.6)

)]/5

σ = √(12.96 + 2.56 + 0.36 + 5.76 + 11.56)/5 = 2.577

ONLINE

OFFLINE

Total

MALE

FEMALE

Total

169

One sample z-test, using Normal distribution (two-tailed) (validation)

1. H

hypothesis

Since p-value < α, H

is rejected.

The average of Question 2’s population is considered to be not equal to the μ0.

In other words, the difference between the average of the Question 1 and μ0 is big enough

to be statistically significant.

2. P-value

p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error

(rejecting a correct H

) is small: 0.000 (0.0%).

The smaller the p-value the more it supports H

3. The statistics

The test statistic Z equals 21.951316, is not in the 95% critical value accepted range: [-

1.9600 : 1.9600].

x=40.00, is not in the 95% accepted range: [-3.5700 : 3.5700].

The statistic S’ equals 1.822 .

4. Effect size

The observed standardized effect size is large (15.52). That indicates that the magnitude of

the difference between the average and μ0 is large.

(3)

How much of the purchase do you feel was influenced by social media?

5%-25%

25%-

50%

50%-

75%

75%-100%

TOTAL

MALE

114

FEMALE

Total

169

Standard Deviation, s: 41.719300090006

Count, N:

Sum, Σx:

169

Mean, x̄ :

84.5

Variance, s

1740.5

Steps

Σ(x

- x̄ )

N - 1

(114 - 84.5)

+ ... + (55 - 84.5)

2 - 1

1740.5

s =

√1740.5

41.719300090006

σ = √[(1 - 4.6)

+ (3 - 4.6)

+ ... + (8 - 4.6)

)]/5

σ = √(12.96 + 2.56 + 0.36 + 5.76 + 11.56)/5 = 2.577

One sample z-test, using Normal distribution (two-tailed) (validation)

1. H

hypothesis

Since p-value < α, H

is rejected.

The average of Question 3’s population is considered to be not equal to the μ0.

In other words, the difference between the average of the Question 3 and μ0 is big enough

to be statistically significant.

2. P-value

p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error

(rejecting a correct H

) is small: 0.000 (0.0%).

The smaller the p-value the more it supports H

3. The statistics

The test statistic Z equals 46.372156, is not in the 95% critical value accepted range: [-

1.9600 : 1.9600].

x=84.50, is not in the 95% accepted range: [-3.5700 : 3.5700].

The statistic S’ equals 1.822 .

4. Effect size

The observed standardized effect size is large (32.79). That indicates that the magnitude of

the difference between the average and μ0 is large.

(4)

What type of social media influence you’re purchasing?

INSTAGRAM

Facebook

Twitter

Blogposts

Youtube

others

Total

MALE

FEMALE

Total

169

Standard Deviation, s: 13.435028842544

Count, N:

Sum, Σx:

169

Mean, x̄ :

84.5

Variance, s

180.5

Steps

Σ(x

- x̄ )

N - 1

(94 - 84.5)

+ ... + (75 - 84.5)

2 - 1

180.5

s =

√180.5

13.435028842544

σ = √[(1 - 4.6)

+ (3 - 4.6)

+ ... + (8 - 4.6)

)]/5

σ = √(12.96 + 2.56 + 0.36 + 5.76 + 11.56)/5 = 2.577

One sample z-test, using Normal distribution (two-tailed) (validation)

1. H

hypothesis

Since p-value < α, H

is rejected.

The average of Question 4's population is considered to be not equal to the μ0.

In other words, the difference between the average of the Question 4 and μ0 is big enough

to be statistically significant.

2. P-value

p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error

(rejecting a correct H

) is small: 0.000 (0.0%).

The smaller the p-value the more it supports H

3. The statistics

The test statistic Z equals 46.372156, is not in the 95% critical value accepted range: [-

1.9600 : 1.9600].

x=84.50, is not in the 95% accepted range: [-3.5700 : 3.5700].

The statistic S' equals 1.822 .

4. Effect size

The observed standardized effect size is large (32.79). That indicates that the magnitude of

the difference between the average and μ0 is large.

(5)

How much do you watch / read the social media that influence your purchase?

1-2 times in a

week

3-4 times in a

week

Daily

Once a

month

Only when needed

Total

Male

108

Female

Total

169

Standard Deviation, s: 23.334523779156

Count, N:

Sum, Σx:

183

Mean, x̄ :

91.5

Variance, s

544.5

Steps

Σ(x

- x̄ )

N - 1

(108 - 91.5)

+ ... + (75 - 91.5)

2 - 1

544.5

s =

√544.5

23.334523779156

σ = √[(1 - 4.6)

+ (3 - 4.6)

+ ... + (8 - 4.6)

)]/5

σ = √(12.96 + 2.56 + 0.36 + 5.76 + 11.56)/5 = 2.577

One sample z-test, using Normal distribution (two-tailed) (validation)

1. H

hypothesis

Since p-value < α, H

is rejected.

The average of Question 5's population is considered to be not equal to the μ0.

In other words, the difference between the average of the Question 5 and μ0 is big enough

to be statistically significant.

2. P-value

p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error

(rejecting a correct H

) is small: 0.000 (0.0%).

The smaller the p-value the more it supports H

3. The statistics

The test statistic Z equals 50.213636, is not in the 95% critical value accepted range: [-

1.9600 : 1.9600].

x=91.50, is not in the 95% accepted range: [-3.5700 : 3.5700].

The statistic S' equals 1.822 .

4. Effect size

The observed standardized effect size is large (35.51). That indicates that the magnitude of

the difference between the average and μ0 is large.

CHAPTER - 5

RESULTS AND DISCUSSION

5.1 MAJOR FINDINGS

5.2 DISCUSSIONS AND SUGGESTIONS

5.3 CONCLUSIONS

The data analysis portion of the report, titled “Impact of Social Media on Customer Behaviour”, is

divided into three sections; (a) Based on your recent shopping trip....When it comes to social

media..... (Twitter, Instagram, Blog post, Facebook etc.). (b) Consumer engagements and activities

on social media. (c) Demographic information.

The study results have been summarized after data analysis, and they are as follows:

5.1 MAJOR FINDINGS

 Out of 169 respondents, all respondents were having an account on at least one social media

channel, 100 % respondents were using social networking sites such as Instagram 24.10%,

Facebook 0%, Twitter 5.90%, Blogpost 0%, Youtube 31.80%, Others 38.20%.

 Out of 169 respondents, 52.7% respondents are using online shopping platform and 47.3%

respondents are using offline shopping platform.

 21.30% respondents using social media daily, 24.90% respondents using social media 1-2

times in a week, 7.10 respondents using social media 3-4 times in a week,13% respondents

using social media once a month and 33.70% respondents using social media only when

needed.

 29% respondents are satisfied with the level of 5%-25%, that their purchase is influenced by

social media, 39.10% respondents are satisfied with the level of 25%-50%, that their purchase

is influenced by social media, 31.40% respondents are satisfied with the level of 50%-75%,

that their purchase is influenced by social media, 0.60% respondents are satisfied with the

level of 75%-100%, that their purchase is influenced by social media.

 19.50% respondents are the age group of 18-25 years, 35.50% respondents are the age group

of 25-30 years, 45% respiondents are the age group of 30-35 years.

 15.40% respondents are from the lower class, 53.30% respondents are from the middle class

and , 31.40% respondents are from the upper class.

 Out of 169 respondents, 0.50% male respondents and 1.57% female respondents are strongly

disagree with the section-1 [Based on your recent shopping trip....When it comes to social

media..... (Twitter, Instagram, Blog post, Facebook etc.)].

2.64% male respondents and 1.21% female respondents are disagree with the section-1 [Based on

your recent shopping trip....When it comes to social media..... (Twitter, Instagram, Blog post,

Facebook etc.)].

17.35% male respondents and 11.28% female respondents are neutral with the section-1 [Based on

your recent shopping trip....When it comes to social media..... (Twitter, Instagram, Blog post,

Facebook etc.)].

45.78% male respondents and 41.28% female respondents are agree with the section-1 [Based on

your recent shopping trip....When it comes to social media..... (Twitter, Instagram, Blog post,

Facebook etc.)].

27.71% male respondents and 17.71% female respondents are stronglyagree with the section-1

[Based on your recent shopping trip....When it comes to social media..... (Twitter, Instagram, Blog

post, Facebook etc.)].

 Out of 169 respondents, 3.14% male respondents and 2.14% female respondents are says

never in the sectiom-2 [Consumer engagements and activities on social media].

14.85% male respondents and 11.00% respondents are saysoccasionally in the sectiom-2 [Consumer

engagements and activities on social media].

28.42% male respondents and 25.14% female respondents are says sometimes in the sectiom-2

[Consumer engagements and activities on social media].

32.14% male respondents and 26% female respondents are says often in the sectiom-2 [Consumer

engagements and activities on social media].

14.42% male respondents and 10.71% female respondents are says very often in the sectiom-2

[Consumer engagements and activities on social media].

5.2 DISCUSSIONS AND SUGGESTIONS

This study aimed to identify certain factors that affect consumers' online and offline purchasing

intentions, as there were few studies on the subject in India. Even though social media has been

around for a while in India and is being used for a variety of purposes, there are still some businesses

that do not see the value in it.Just a few online stores allow consumers to shop directly from their

social media accounts

The results suggest that purchasing intent is one of the most significant variables in evaluating real

purchase behaviour as customers browse for goods and services on social media. In a social media

context, the study identified a number of antecedent factors that affect consumers' online purchasing

intentions.

Consumer behaviour and social media are influenced by a variety of factors such as class, gender,

age, and many others.

There are numerous social networking sites, such as Twitter, Instagram, Facebook, Blogpost, You

Tube, and others, that influence consumer behaviour.

By comparing online and offline retail sites, it is easy to infer that social media has a stronger impact

on customer behaviour.

5.3 CONCLUSIONS

The aim of the study was to determine whether, where, and how social media has influenced

consumer decision-making. The study questions were created to help the researcher narrow down the

topic and find possible hypotheses for the issue. The following were the three test questions for this

thesis:

1.How do people pay attention to, process, and choose details before making a purchase?

2.What are the gaps between social media marketing and conventional media marketing?

3.What changes has social media brought to users at multiple points of the decision-making process?

To begin with, social media has impacted both customers and companies significantly. In Chapter 4,

the set of data is described both theoretically and graphically.

Consumers are extremely selective in participating, processing, and choosing information before

making a purchase, according to the above hypotheses and the study data review.In the early stages

of media, information exposure is highly selective and users have a choice of information sources,

which determines the kind of information they will be exposed to. Personal attitude, it should be

noted, is a critical aspect that comes into play during the collection and assessment of knowledge.As

a consequence, not only are product or service decisions probably focused on it, but it is also a

critical determinant of the knowledge users will seek out, thereby influencing the level of

information receipt.

Finally, the study's key aim was to assess the impact of social media on users at different levels of

the decision-making process.According to the report, social media cannot be considered a strong

weapon for stimulating a buy, although individuals have claimed that mainstream media has a certain

impact in gaining visibility, such as supermarket discounts or a decent price.Although social media is

regarded as a valuable medium for obtaining relevant material, mainstream media raises awareness

about specific deals or promotions.

In principle, content exposure by mass media is a passive phenomenon whereby people are exposed

and receive information without ever realizing it. When customers search facts on their own,

however, it is seen as an active operation.Because of the connectivity and availability of information

on social media channels, users play an active role in the process of information collection,

according to the findings.

Throughout the study, the accessibility and openness of information that social media has provided

to users has been mentioned. Consumers have access to important content not only across a broader

range but also at a higher pace, whereas conventional media takes longer to locate information.On

the opposite, content is not controlled or tracked, increasing the risk of receiving false or inaccurate

material, which users have expressed concern about. In a corporate sense, advertisers must be wary

of negative press on social media, since it has the potential to circulate virally and damage a brand's

image.

To summarize the results of this study, consumers in Bhopal are aggressively using social media

platforms as a medium for validating buying decisions; however, consumers are considered inactive

in spreading their word of mouth to others using the available social media platforms.The continuity

of the gathered data and time-honored assumptions pertaining to customer behaviour, as well as

contemporary mechanisms for social media marketing, suggests that the nature of consumer

behaviour has remained the same even since the emergence of social media, in which consumers

must go through all stages before making a purchase, instead of jumping right to the buying decision

after a purchase thought has been caused.

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