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A Summer Internship Project: Page 1 of 87
A Summer Internship Project: Page 1 of 87
A Summer Internship Project: Page 1 of 87
A
Summer Internship Project
On
“A study on impact of social media on consumer purchase decision in
Surat city”
Submitted by
Prachi O. Asawa
(207500592261)
MBA PROGRAMME
(2020-2022)
Submitted to,
S. R Luthra Instituted of Management,
Adarsh Society, Athwalines,
Athwa, Surat.
Affiliated to
Gujarat Technological University
Academic Year (2020-2022)
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CERTIFICATE
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DECLARATION
I, Prachi Asawa hereby declare that the project work entitled “A study on impact of
social media on consumer purchase decision in Surat city submitted to S. R. Luthra
Institute of Management, is a record of original work done by me under the
guidance of Professor Mr. Riddhish Joshi.This project work is submitted in the
partial fulfilment of the requirements for the award of the Degree of Masters of
Business Administration.
I further declare that the contents of the report are authentic and specific
references have been quoted along with the secondary data for better cross-
check and verification. Any material which has been used for the theoretical
framework and literature review has been clearly indicated and duly
acknowledged and mentioned in the bibliography.
Date:
Place:
Sign:
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. ACKNOWLEDGEMENT
I would like to express my sincere gratitude towards Mr Riddhish Joshi
for providing me valuable guidance in project, right from the stage of
selecting the project till the stage of completion of the project. And I
would like to express my vote of thanks to the honorable principal Dr.
Jimmy Kapadia of S. R. Luthra Institute of Management, Surat, for
providing me an opportunity and extending their support.
Thank You.
Prachi Asawa
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PREFACE
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INTRODUCTION
(CHAPTER I)
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INTRODUCTION
Individuals were speaking with others without a language in times past. There is an
enormous change in the technique for correspondence in present day days. Web
based Media have turned into an advantageous way of imparting among all age
bunches. The Web and especially web-based media have adjusted the customers and
advertisers conveying medium. The Web has qualities, for example, - the ability to
economically store enormous measures of information at various areas the amazing
web crawlers, spreading of information the ability to work an actual dissemination
medium as programming moderately low costs. With the assistance of net and the
presence of different web-based media locales it is presently workable for money
managers to meet overall clients at single tick of the button. Shopper buy choice is
impacted by online media through bunch correspondence. The web stage is another
technique for fostering the business. Online media alters the specialized strategies
among merchants and purchasers. Online business impacts the purchaser in their
buy choice. Correspondence through online media is another stage to trade data
about item and administrations. Buyers investigating on product through online
mode which make them convenient and get many options and experiences of
products.
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Consumer behavior will make an attempt to find out the Various factors
which are behind the consumer decision making process for purchase of
product.
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1. PRODUCT
Product plays a very important role. There are various features of product
like in which affect market behavior and purchasing decision of
consumer.
Physical Appearance.
Packing and Packaging.
Colour of packaging.
2. PRICING
Price sensitivity
Taxes added on produces.
3. PROMOTION
Other factors
There are various factors which affecting consumer behavior that is.
1. AGE:
Age is the most important factor which affect consumer behavior for
example when consumer is younger that is teenager, he may prefer trendy
cloths where has an office executives may like to were formal clothing.
2. GENDER:
3. EDUCATION
The consumer who are educated may like to spends on book, personal
care products and so on.
4. INCOME LEVEL
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1. Culture.
Culture is also an important factor which affecting consumer behavior.
For Example, the culture of South Indian is different from North Indian.
Whereas The culture of Indian is different from other countries too like.
2. Sub Culture.
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Social media permits the user to post comments, give reviews about product and
services which they have consumed put status for the product or service which
includes likes and dislikes, tweet and review about the products. When a
customer is satisfied with the product, he might recommend the product to
different users of social media by passing the message with the help of various
available social media tools. In earlier days, consumer digest was used to put
the reviews about the products, but nowadays social media is slowly taking the
position for placing the product reviews, ranking and recommendations
advertising of product. Ten years before, people rely on the opinion of the
retails shop owners and specialists for purchase of new product, but today
consumers rely on the opinion and advice of the people in social media online
web application.
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A study on impact of social media on consumer purchase decision in Surat City
The Consumer Behavior for social media decision making process consists of 5
stages:
1. Need/problem recognition,
2. Information search,
3. Alternative evaluation,
4. Purchase decision
5. Post purchase behaviors.
According to studies, all of these stages are impacted by social media usage, not
only in developed countries, but also in the developing.
1. Need/problem recognition:
Know that the trigger for all purchases is a need or a problem that the shopper tries
to satisfy or solve quickly. Where it concerns this recognition, Guided Selling acts
as an efficient prospector, uncovering latent consumer needs just waiting to rise to
the surface. Hear recognition is made for different services and product.
2. Information Search:
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A study on impact of social media on consumer purchase decision in Surat City
3. Alternative evaluation
In this stage consumer has harvested all their data and alternatives in order to
make their best decision. In this some products which are selected by
customer may sometimes rejected due to past experiences.
4. Purchase decision
This stage comes after the consumer has taken into account all solutions relevant to
him for shopping needs, and thus is ready to buy. Those that have adhered to the
above principals and offered assistance at every stage will find them strategically
positioned for this impending sale.
Once consumer buy products and good and satisfy with their purchase
decision, they will buy same goods again and again with satisfaction. This
way this is the dictionary definition of brand loyalty. If consumer is
dissatisfied, he or she will again search for new products from again first
stage which will again make them to think on product.
Ultimately, Guided Selling delivers the tools retailers and brands need to keep
modern shoppers engaged and satisfied, thus driving conversions and loyalty.
The most ideal scenarios when businesses utilize key Guided Selling
solutions to effectively leverage the above five stages, they find that the
lifetime customers value of their loyal shoppers shoots up and brand loyalty is
built and image of particular products goodwill is maintained in the market.
these prior days buying any merchandise and item by shoppers should get the data
through gathering data from those companions who are either utilizing social sites or
through web.
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A study on impact of social media on consumer purchase decision in Surat City
Over the most recent 5 years, web-based media develop huge amounts at a time and
become a significant stage for correspondence among individuals. The web-based
media instruments likewise progressed because of innovative improvement. Social
destinations are taking part in persistent exploration to further develop specialized
strategies in online media locales. Numerous sites are giving different devices to
promote and offer items to the clients, however web-based media give offering
instruments as well as gives apparatuses to organize individuals. These days online
media network turns into the significant promoting apparatus for organizations.
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A study on impact of social media on consumer purchase decision in Surat City
INDUSTRIAL PROFILE
(CHAPTER II)
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A study on impact of social media on consumer purchase decision in Surat City
As indicated by Wikipedia report, there are 300 and more Informal communication
Locales and 150 crore individuals from one side of the planet to the other
(www.en.wikipedia.org). At the fundamental level informal organization is a web
local area where individuals travel through profiles that address themselves to other
people. The significant justification for today’s individuals to peruse these
destinations is a direct result of the rise of Person-to-person communication Locales
significant standards shift that has occurred among the large numbers of individuals.
The Informal communication Destinations ready to acknowledge companions
basically and structure groups building to the interest, business, and so on It is
exceptionally direct to move photographs, share sees on culture, film, sports,
schooling and everyday occasions and happenings.
Long range informal communication Destinations is rejoining old companions and
assists with continuing the wrecked securities. Through Long range informal
communication Destination’s information fills in social, social and efficient angles.
A definitive justification for the rising of long-range interpersonal communication
Destinations is, in light of its ease of use. Anyone can have a record and relate with
anybody. A large portion of the substance partook in long range informal
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A study on impact of social media on consumer purchase decision in Surat City
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A study on impact of social media on consumer purchase decision in Surat City
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A study on impact of social media on consumer purchase decision in Surat City
Social media has become an integral part of all of our lives. We use it to connect
with friends and family, to catch up on current events, and, perhaps most
importantly, to entertain ourselves in this modern world. This is why just under 70
% of Americans, and more than 2.6 billion active users globally, use social
networking sites.
Back in just 2005, social media penetration in the U.S. was just 5 percent, and most
of the rest of the internet didn’t even know what it was. All of this means that the
history of social media is a brief yet tumultuous one, and studying it can help us
better understand just how much, and how quickly, the world around us is changing.
Many people like to link the history of social media to the growth in
communications technology that has been occurring since the end of the 19th
century. A common starting point is Samuel Morse’s first telegraph, which he sent
in 1844 between Washington, D.C. and Baltimore. However, going off our
definition from before, this type of communication does not qualify as social media
history. First, it did not take place “online,” and second, telegrams do not contribute
to any larger community or collective. Instead, they are used to send individual
messages between two people. So, while it’s interesting to think of social media as
being part of a much larger continuum, the real history of social media starts in the
1970s with the emergence of the internet.
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In our world today, social media has a presence all over the world. It provides a way
for friends to connect with each other, people to meet others on the other side of the
globe, and businesses to connect with each other and especially consumers.
Social media allows for businesses to personally connect with their
consumers, it also allows them to purchase space for their advertisements to
be seen.
In the world of business social media allows for companies located in one
country to easily reach consumers in countries all over the world.
The global aspect allows for companies to produce one marketing strategy
that can reach everywhere.
As companies develop themselves and decide where they want to go the
creation of a social media account can have a great impact.
A company can choose to make one account that will be used to reach users
everywhere, or they can choose to make separate accounts for each country
that they want to reach.
Trading have become the best and flexible it deals online with other country
and make income on it.
Digitalization in trading has become flexible to work and make dealing globe
in day-to-day activities.
Hence, social media have connected people globally.
People can deal with each other by seating overseas and miles away and can
deal on internet with mails, calls, social websites etc.
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India has embraced the internet with open arms, and its digital population has been
rapidly growing in the past decade with over 692 million active internet users . What
started with simple email correspondences, has expanded to a digital universe with
social networking giants like Google, Facebook and Twitter becoming a part
everyday life for millions of Indians who are active in every day-to-day activity in
their life on social media. People are more attracted towards social media and
staring their life and events to stay connected to their close once from long distance.
Internet is still propagating in the roots of the Indian society. People are now
becoming more aware of Internet and its benefits. Internet usage has now
matured from the basic emails and search to upscale activities like e-ticketing,
online banking, e-retailing and the ubiquitous social media.
Social Media is really picking up new heights in India. With more people
joining the social networks like Facebook & Twitter, brands are finding it
easy to spread the word about them over the web as consumers find it easy
connecting with each other by using these sites. The trend is flourishing as
many companies are coming big way for Social Media Optimization for their
Product or Services with an objective of increased awareness about the
company and the brand, lead generation and increase in loyal customers. Not
only corporate, political parties are involving social networking sites to
influence voters, as was done in 2009 elections.
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A study on impact of social media on consumer purchase decision in Surat City
This sort of organization gives client to post short messages about the current states
of mind and musings. It assists individuals with getting what the client of the
gathering is thinking and discussing. Twitter is a genuine model.
V Social Search
These sort of informal communities assists individuals with looking through
different interpersonal interaction destinations and profile pages of individuals and
grants the client to discover an individual via name, area or subject interest.
Interpersonal interaction destinations like wink, spokeo are genuine models.
Nearby Forums
These sorts of class are not really going under the see of informal communication,
yet it assumes the part of interpersonal interaction via localized conversation
through on the web and disconnected.
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A study on impact of social media on consumer purchase decision in Surat City
indexes. Those individuals, whose online media profiles have a trust score, are
called as forces to be reckoned with.
Large share of purchases is made online nowadays and in 2020 this number
has grown significantly due lockdown because of Covid-19 pandemic. As the
number of internet users increases and tech companies develop more ways to
integrate the online world into shopping, online retail is expected to grow
exponentially. Logically, many consumer buying decisions are made online as
well, and where do people spend most of their online time on social media.
As they is social restriction in markets, malls, etc.
This has highly affected our use of social media. Our life has become more
and more digital day by day. Due to the rise of online shopping and the
amount of time people spend on social media, social media impacts consumer
buying decisions. Consumers who are influenced by social media are four
times more likely to spend more on purchases.
There are four ways in which social media has a direct influence on purchase
decisions.
4. Stories and ephemeral content are a new way to connect to your audience.
Every social media platform is different and can be useful for different
goals.
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A study on impact of social media on consumer purchase decision in Surat City
Popular Social Media Tools and Platforms major players in social media in
recent 2021
Facebook: The world’s largest social network, with more than 1.55 billion
monthly active users on it.
Instagram: A free photo and video sharing app that allows users to apply
digital filters, frames and special effects to their photos and then share them
on a variety of social networking sites.
Flipkart, amazon, Zomato are also the major players to be mentioned as per
2020’s time.
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LITIRETURE REVIEW
(CHAPTER III)
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National publications
The researcher has done literature review on various National Publications, Articles,
Journals which are described below.
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electronic word of mouth, and on-line publicity are successful in promoting the
brand image and buying intention of consumers through social media platforms.
These findings notify the managers to reach the younger generation customers social
media is the bestselling tool. This analysis provides information to international
sellers in applying social media activities to market their product.
NimaBarhemmati et al., (2015)18
In their study found that Social Network Marketing is becoming the most successful
model in advertising. This study aims at how Social Network Marketing influences
the shopper buying behaviour among consumers who use social networking sites.
The study also analyses the relationships between customer engagement, social
media selling activities and shopper purchase behaviour. A survey was conducted
among fifty students of Malaysian National University. The results showed positive
relationships between consumer engagement of social media and their buying
behaviours.
International publications:
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and DVDs, twenty four percent consumers purchased airline tickets and twenty
three percent consumers purchased equipment.
Greenleigh, (2012)46
In his study, investigates the behaviour of young agers in connection with social
media on shopping decision. Millennials are the shoppers who are in the age group
between teen to mid-30s. In step with the researcher, Millennials have the
characteristics like, always connected to social media, hyper-social, looking into
other people activity, shopping and enjoying, strangers as their friends. This study
detailed that fifty-one percent of Millennials trust strangers for shopping the
product, over relatives or friends. 56
The study shows that eighty-four percent of Millennials takes the opinion from
social media communities before shopping for products.
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The study aims at clarifying why, when and how the social media affected the
consumer buying behaviour. The study was conducted during May 2013 in Turku.
Quantitative analysis technique is tailored for the aim of this analysis. Primary data
was collected through questionnaire. This analysis offers clarification on how
consumers are involved in the process of gathering required information through
social media before procuring a product. The findings provide that consumer
actively take part in the search of information for a product on social media when
compared to mass media, the search is more subjective and selective and subjective
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structural equation modeling. The result of the study indicates that online service
quality and use of Facebook for on-line buying have a great impact on consumer
trust.
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A study on impact of social media on consumer purchase decision in Surat City
Research methodology is a term that means the science of how research is done
scientifically. It is a way to systematically and logically solve a problem, help us
understand the process the process not just the product of research, and analyses
methods in addition to the information obtained by them. The chapter covers the
objectives of the study and the methodology adopted to achieve those objectives.
Consumer spends lot of time on social media and in day to day growing technology
all are getting aware of social media purchasing behaviour. We are making survey
on social media influence in mind of people and there uses for social media.
Problem Statement
How consumer prefer purchasing of product in growing online digitalization
of markets?
Does people make use of social media for their purchase?
Does people are satisfied with social media online shopping services?
Do people believe on online produces and maintain brand image for product
and services?
Research Objective
To aware people about social media purchasing power in today digital world.
To find out the consumers perception towards online shopping
To find out what factors motivates people to purchase online.
To find out which factors negative perceptions about online purchases.
To analyse the level of importance given to online products and services that
influences them in the purchase decision.
To find it impact on people and use of social media preferences.
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A study on impact of social media on consumer purchase decision in Surat City
Research Design
A Research design is purely and simply the framework of plan for a study that
guides the collection and analysis of data. The study is intended to find the impact of
social media on consumer buying behaviour. The study design is descriptive in
nature. There are three major types of research design: Descriptive, Exploratory, and
cause and effect research design. Also defines the study type, research question,
hypotheses, variables, and data collection methods. Some examples of research
designs include descriptive, correlation, and experimental. Another distinction can
be made between quantitative and qualitative methods.
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A study on impact of social media on consumer purchase decision in Surat City
Sampling Plan
Population: All the people who live in Surat city are part of population of
the study.
Sample Size: Sample size was 180 selected for this study.
This research will help to achieve insights on the impact of social media
consumers buying behavior. It will assist the marketers to get a better idea as to
what attributes are important and matters the most to the consumers.
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A study on impact of social media on consumer purchase decision in Surat City
Although the project is done taking utmost care, certain limitation may be
bound to be there.
HYPOTHESIS
H3: The social media positively influence consumers to purchase via different
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websites.
H4: social media online products transfer meanings which positively affects
consumers buying intention.
The total population of Surat city is 7.1 million people, where my target
population was 180 randomly selected citizens from which 80 %
respondents are in 20-30 age group.
Instrument Selection
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A study on impact of social media on consumer purchase decision in Surat City
RESPONSES OF
Age AGE GROUP
20-30 151
30-40 13
40-50 12
Above
50 4
Grand
Total 180
INTERPRETATION
We have received 180 responses from friend and relatives out of which 151
responses where under 20-30 age group. 12 responses from 30-40 age group and 4
responses from above 59 age group.
2. Category of Occupation.
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A study on impact of social media on consumer purchase decision in Surat City
INTERPRETATION
Our survey was done between all occupation category people and their preferences
to buy online and behaviour on their preferences. Generally, we can observe that
majority of the people whose preferences are been conveyed through this project are
Students and Businessman’s and Private employees telling us about their expenses
for purchases online
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A study on impact of social media on consumer purchase decision in Surat City
3. Hey!! In these recent days we generally do know about social media! Do we?
INTERPRETATION
In recent growing digitalization we have studied how people are aware about social
media purchasing. Out of all responses no one found to be not aware about social
media. All are interactive with social media. Out 100 %, 93.30% know social media
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How often do you use COUNTA of How often do COUNTA of How often do
Social Media? you use social media? you use social media?
Don’t Use 2 1.11%
Rarely 7 3.89%
Regularly 144 80.00%
Sometimes 27 15.00%
Grand Total 180 100.00%
INTERPRETATION
This chart Conveys about how social media has become part and parcel of our
regular routine due to which everyone would be very updated with different
information and different products and rates of those products leading to change in
consumer buying preferences. Like we can see 80% people do use social media
regularly and also 27% are using it on a day-to-day basis.
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A study on impact of social media on consumer purchase decision in Surat City
5. So, what are the social media platforms you know about and use frequently?
So what are the social COUNTA of So what are COUNTA of So what are
media platforms you the social media platforms the social media platforms
know about and use you know about and use you know about and use
frequently? frequently? frequently?
Different E-Shipmates
like Flipkart, Amazon
etc 42 23.33%
WhatsApp 2 1.11%
YouTube 1 0.56%
Facebook 28 15.56%
Instagram 39 21.67%
Snapchat 44 24.44%
WhatsApp 22 12.22%
YouTube 2 1.11%
Grand Total 180 100.00%
INTERPRETATION
This Chart And table tell us about the popularity of Social Media Sites which are
been mostly used by the people which leads to helping us know about the sites on
which Promotions of the Products should be Mostly Visible and through which
Consumer Preferences are changing. Just as we can see Snapchat (24.44%),
Different Online Shopping Sites (23.33%), Instagram (21.67%) are the most popular
Sites Viewed and known by the people leading to Promotion of Products more on
those Sites.
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6. What You feel about the social media affecting our Purchase Behaviour of
different products in our day-to-day life?
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INTERPRETATION
The Chart shows us the responses of 180 people out off which majority of them
thinks that social media really do affect Consumer Purchasing Preferences as we can
see in the Table and the chart that 89 people think that social media affects a lot in
buying behaviour and 68 more think that it somehow affects the behaviour.
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A study on impact of social media on consumer purchase decision in Surat City
7. If you use social media, do you feel that it helps us knowing about new Products
and Services through social media Publicity?
If you use social media, COUNTA of If you use COUNTA of If you use
do you feel that it helps social media, do you feel social media, Do you feel
us knowing about new that it helps us knowing that it helps us knowing
Products and Services about new Products and about new Products and
through social media Services through social Services through social
Publicity? media Publicity? media Publicity?
Agree 83 46.11%
Disagree 2 1.11%
Neutral 20 11.11%
Strongly agree 74 41.11%
Strongly disagree 1 0.56%
Grand Total 180 100.00%
INTERPRETATION
This analysis provides us information about the new products been Updated on
social media through which People Come to know about the new products. As we
can see that new products get Publicized through Online Sites so it is a cheap way to
advertise the products comparatively then before when we use to advertise it on TV.
87.22% people agrees with the fact that social media helps in knowing new product
to the people.
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INTERPRETATION
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INTERPRETATION
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A study on impact of social media on consumer purchase decision in Surat City
INTERPRETATION
We have asked the respondent different reason to agree social media helped in
change behaviour. Majority of people agreed all reason which we have asked them.
Over 55% agreed on such reasons and rest of respondent agreed on particular
reason.
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COUNTA of COUNTA of
Advertisements on Social Advertisements on Social Advertisements on Social
Medias are eye-catching Medias are eye-catching for Medias are eye-catching for
for Consumers? Consumers? Consumers?
Agree 126 70.00%
Disagree 8 4.44%
Strongly agree 45 25.00%
Strongly disagree 1 0.56%
Grand Total 180 100.00%
INTERPRETATION
Advertising on social media is eye catching over 95 % agreed on this question
and out of 95% , 45% strongly agreed that advertising on media also make them
attracted towards products.
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A study on impact of social media on consumer purchase decision in Surat City
12. Do you agree Advertisement /reviews/blog posts etc have a higher credibility
than advertisement /editorials/other marketing mean on mass media now a days?
INTERPRETATION
Advertisement /reviews/blog posts etc have a higher credibility than
advertisement /editorials/other marketing mean on mass media now a days over
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A study on impact of social media on consumer purchase decision in Surat City
87% peoples agree and get idea from reviews of their consumer for purchasing
decision
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INTERPRETATION
Window shopping is where consumer serve on market department where they are
not in need but visit normally to look for different goods and serving. Here intention
of person is not to buy good but some products do attract the consumers and they
buy it. Over 90% people have experienced unwanted shopping they have made in
malls and shop just on visit.
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14. Do you Join the Groups on social media which provides updates about Different
Products and Offers?
Do you Join the Groups COUNTA of Do you Join COUNTA of Do you Join
on social media which the Groups on social media the Groups on social media
provides updates about which provides updates which provides updates
Different Products and about Different Products about Different Products and
Offers? and Offers? Offers?
No 103 57.22%
Yes 77 42.78%
INTERPRETATION
Many people are joining different social media groups on WhatsApp, Facebook etc
where daily different product is sent by suppliers to consumers. Over 58 % people
show interest in such products and join such groups to buy products.
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A study on impact of social media on consumer purchase decision in Surat City
15. Have You ever Given any reviews to the product Online to affect the Consumer
behaviour regarding the purchase of the product?
Have You ever Given any COUNTA of Have You COUNTA of Have You
reviews to the product ever Given any reviews to ever Given any reviews to
Online to affect the the product Online to affect the product Online to affect
Consumer behaviour the Consumer behaviour the Consumer behaviour
regarding the purchase of regarding the purchase of regarding the purchase of
the product? the product? the product?
Never 36 20.00%
Sometimes 102 56.67%
Yes, always 42 23.33%
Grand Total 180 100.00%
INTERPRETATION
We ask people that have they give review on products which they purchase online
so that future consumer can get idea on it only 23.33 % people always give reviews
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and 56 % told that sometimes they give response this show people are less interested
to give reviews on products.
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16. Do you think social media has affected the retail markets all over the Country?
INTERPRETATION
We asked people weather retail market have affected due to social media purchasing
behaviour over 96.1% peoples agree that social media have changes the demand for
retailer’s market.
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Age * Hey!! In these recent days we generally do know about social media ! Do
we ?
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 5.017a 6 .542
Square
Likelihood Ratio 5.619 6 .467
N of Valid Cases 180
a. 8 cells (66.7%) have expected count less than 5.
The minimum expected count is .07.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 9.651a 9 .379
Square
Likelihood Ratio 7.080 9 .629
N of Valid Cases 180
a. 11 cells (68.8%) have expected count less than 5.
The minimum expected count is .04.
Age * So what are the social media platforms you know about and use
frequently?
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A study on impact of social media on consumer purchase decision in Surat City
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 14.276a 18 .711
Square
Likelihood Ratio 11.291 18 .882
N of Valid Cases 180
a. 23 cells (82.1%) have expected count less than 5.
The minimum expected count is .02.
Age * What You feel about the social media affecting our Purchase Behavior of
different products in our day to day life
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 6.461a 9 .693
Square
Likelihood Ratio 5.601 9 .779
N of Valid Cases 180
a. 11 cells (68.8%) have expected count less than 5.
The minimum expected count is .07.
Age * If you use social media, Do you feel that it helps us knowing about new
Products and Services through social media Publicity?
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A study on impact of social media on consumer purchase decision in Surat City
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 17.841a 9 .037
Square
Likelihood Ratio 11.950 9 .216
N of Valid Cases 180
a. 11 cells (68.8%) have expected count less than 5.
The minimum expected count is .09.
Age * Have you changed your initial purchase preference after searching
relevant information via social media sites?
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 17.369a 12 .136
Square
Likelihood Ratio 11.986 12 .447
N of Valid Cases 180
a. 16 cells (80.0%) have expected count less than 5.
The minimum expected count is .04.
Age * The feedbacks (reviews/ comments/ posts and so on) on social media
affect your purchase?
Chi-Square Tests
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A study on impact of social media on consumer purchase decision in Surat City
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 12.080a 12 .439
Square
Likelihood Ratio 10.142 12 .604
N of Valid Cases 180
a. 14 cells (70.0%) have expected count less than 5.
The minimum expected count is .02.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 6.740a 12 .874
Square
Likelihood Ratio 6.433 12 .893
N of Valid Cases 180
a. 16 cells (80.0%) have expected count less than 5.
The minimum expected count is .02.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 5.163a 6 .523
Square
Likelihood Ratio 4.640 6 .591
N of Valid Cases 180
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A study on impact of social media on consumer purchase decision in Surat City
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 15.711a 9 .073
Square
Likelihood Ratio 9.099 9 .428
N of Valid Cases 180
a. 12 cells (75.0%) have expected count less than 5.
The minimum expected count is .02.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 13.969a 9 .123
Square
Likelihood Ratio 11.511 9 .242
N of Valid Cases 180
a. 11 cells (68.8%) have expected count less than 5.
The minimum expected count is .09.
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A study on impact of social media on consumer purchase decision in Surat City
Age * Do you Join the Groups on Social Media which provides updates about
Different Products and Offers?
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 2.938a 6 .817
Square
Likelihood Ratio 2.899 6 .821
N of Valid Cases 180
a. 7 cells (58.3%) have expected count less than 5.
The minimum expected count is .24.
Age * Have You ever Given any reviews to the product Online to affect the
Consumer behavior regarding the purchase of the product?
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 13.438a 9 .144
Square
Likelihood Ratio 10.355 9 .323
N of Valid Cases 180
a. 11 cells (68.8%) have expected count less than 5.
The minimum expected count is .11.
Age * Do you think social media has affected the retail markets all over the
Country?
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A study on impact of social media on consumer purchase decision in Surat City
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi- 2.509a 6 .867
Square
Likelihood Ratio 2.882 6 .823
N of Valid Cases 180
a. 8 cells (66.7%) have expected count less than 5.
The minimum expected count is .02.
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A study on impact of social media on consumer purchase decision in Surat City
FINDINGS
(Chapter VI)
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A study on impact of social media on consumer purchase decision in Surat City
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A study on impact of social media on consumer purchase decision in Surat City
Conclusion
(Chapter VII)
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A study on impact of social media on consumer purchase decision in Surat City
CONCLUSION
The motive of the research was triggered by personal interests and how social
media impact the customer decision. The amount of information available
increase is each new days as a result I would overwhelming explore and
attend friend aspects of information via social web. The accessibility and
transfer feel Liberty that social media offers has lead change in how customer
position themselves in today's market. In which it is a value table and
necessary for company to enquire with new market Mindset. The central
graven of the research was to explain social media impact on customer
decision making process. additionally, the research for have school help me to
gain new insights for this perception and identify potential pitfalls and
opportunity via social media for instance to develop appropriate way to tab
into a decision-making process at the right time or to have a better
understanding of why does social media marketing camp using may not be
executing as they would have anticipated.
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A study on impact of social media on consumer purchase decision in Surat City
BIBLOGRARHY
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A study on impact of social media on consumer purchase decision in Surat City
Reference: -
1. Belch, M.A. Belch, G.E. and Belch, (2003) Advertising and promotion: an
integrated marketing communications perspective”, sixth edition Berkshire,
England: McGraw Hill.
4. Yi, W. J. and Balakrishnan, B. K., Dahnil, M. I., (2014). The Impact of Social
Media Marketing Medium toward Purchase Intention and Brand Loyalty
Among Generation Y. Procedia social and Behavioural Sciences, 148,
pp.177-185.
5. Prof. Dr Donika K Prof. and Assoc. prof. Dr Elenica Pjero (2015), social
media and Consumer Behavior – How Does it Works in Albania Reality?
Academic Journal of Interdisciplinary Studies, e-ISSN number 2281-4612
ISSN 2281-3993, Volume 4 No 3 S1 December 2015, pp. 141-146
6. Cothrell, J., and Williams, L., (2000). four smart ways to run online
communities”, Sloan Management Review, 4 (1), pp.81-91
7. Belch, M.A. Belch, G.E. and Belch, (2003) Advertising and promotion: an
integrated marketing communications perspective”, sixth edition Berkshire,
England: McGraw Hill.
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A study on impact of social media on consumer purchase decision in Surat City
11.Ismael, S and Al-Dhuhli, I., (2013). The Impact of social media on Consumer
Buying Behaviour, Thesis submitted to College of Economics and Political
Science, Sultan Qaboos University Special topics in Information Systems.
Web Sites
https://www.wikipedia.org/
https://www.technology.org/
https://www.quora.com/
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A study on impact of social media on consumer purchase decision in Surat City
ANNEXURE
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A study on impact of social media on consumer purchase decision in Surat City
* Required
Untitled Title
1. Name *
2. Age *
20-30
30-40
40-50
Above 50
3. Occupation *
Businessman
Private
Employee
Government Employee
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A study on impact of social media on consumer purchase decision in Surat City
Professional
Student
Yes
No
May
be
Regularl
y
Sometim
es
Rarely
Dont
Use
Faceboo
k
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A study on impact of social media on consumer purchase decision in Surat City
Whatsap
p
Instagra
m
Snapcha
t
Youtube
Different E-Shopmarts like Flipkart, Amazon
etc Other:
Affects a lot
A bit of our purchasing behavior
Not at all, we still go to Departmental stores
7. If
you use Social Media, Do you feel that it helps us knowing
about new Products and Services through social media
Publicity? *
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
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A study on impact of social media on consumer purchase decision in Surat City
Always
Often
Sometim
es
Rarely
Never
Strongly agree
Agree
Neutral
Disagre
e
85
A study on impact of social media on consumer purchase decision in Surat City
Strongly
agree
Agree
Disagree
Strongly disagree
Strongly
agree
Agree
Disagree
Strongly disagree
Yes, many times i have purchased many products needed/ not needed
due to discounts and sales offers
No, it has rarely happened that i have purchased due to discounts and
offers if the product was not needed
no, it never happens as i purchase only those goods which is needed
(offers are not the criteria)
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A study on impact of social media on consumer purchase decision in Surat City
15. Have You ever Given any reviews to the product Online to
affect the Consumer behaviour regarding the purchase of
the product? *
Yes,
Always
Sometim
es Never
16. Do you think social media has affected the retail markets all over
the Country? *
Yes
No
87