DISSERTATION REPORT

On

Impact of social media on Customer Purchase decision in

Hotel industry

By

IRSHAN ALAM

A45806419002

BBA 6A

Under the Supervision of

Dr. VinitaVerma

AMITY UNIVERSITY

RUPASPUR GOLA ROAD PATNA

BIHAR
 DECLARATION

Title of Research Paper: “Impact of social media on customer

purchase decision in Hotel industry’’

I declare

That the work presented for assessment in DISSERTATION is my

own, that it has not previously been presented for another assessment
and that my debts (for words, data, arguments and ideas) have been
appropriately acknowledged.

That the work conforms to the guidelines for presentation and style
set out in the relevant documentation.
The plagiarism in this paper is_________%

Irshan Alam
BBA 6A Enrol:
A45806419002
 CERTIFICATE

This is to certify that IRSHAN ALAM student of Bachelor of

Business Administration – General at Amity University Patna has
completed the Dissertation on “Impact of social media on
customer purchase decision in Hotel industry”, under my
guidance.

The research paper has been checked for Plagiarism and is

within limits of acceptance.

Dr. Vinita Verma

 ACKNOWLEDGEMENT

This research work has been a great learning experience for me

and I would like to express my gratitude towards all the people
who guided me throughout as without their guidance and
support, this project would not have been successful.
Special and sincere thanks to my mentor Dr. Vinita Verma, for
her continuous guidance and immense support as well as
invaluable encouragement.
Introduction
In recent years, on-line reviews became to offered for several classes
of product, together with hotels, and restaurants, that connects
potential customers with several different customers. on-line review
websites give a short summary of every restaurant’s name, address,
and also the overall opinion of its food and quality. As a result of this,
potential customers are notified through on-line reviews of the
strengths and weaknesses of a restaurant. Once these potential
customers choose a restaurant, on-line reviews are counted as expert
opinions. In addition, on-line reviews are often times utilized by
customers as they are unknown with a restaurant, and these reviews
embrace each exceptional and poor consumers’ experiences.
Particularly, on-line reviews provide a vast knowledge that features
consumer feedback, consumer overall rating, the food each served by
the restaurant and tried by customers, and locations that the reviewed
party will ask improve the buyer expertise. Thus, on-line reviews
these days have the facility to attach the potential consumer directly
with a restaurant even before he/she walks through the doors of a
restaurant. Moreover, the recognition of on-line review websites’
(e.g., zomato, Google reviews, TripAdvisor, and swiggy ) have
magnified in recent years, and so a lot of reviews are created for a
range of product and services.

The twenty first century has witnessed the numerous influence of

social media on customers behavior that's touching awareness of
product, purchase behavior, opinions, and analysis of product. Social
media has provided the foremost effective means that of
communication for organizations to attach with consumers on a
worldwide scale. With social media rising several corporations have
detected the potential of social media, and that they have modified
their promoting ways to require advantage of those new opportunities.
Consequently, social media permits consumers to share their
experiences through electronic word to make a reliable source for
different consumers. basically, this new variety of net communication
offers the sharing of data between service suppliers and consumers via
the web. on-line customers reviews within the restaurant choice
method, and this has helped consumers clarify data with trust and
credibleness as critical data provided by the business, which could be
viewed with hesitation and potential disbelief. Therefore, most
consumers usually talk over with their attention on on-line reviews
before getting

Our current society reached the fundamental quantity referred to as

New Media age wherever individuals are probably touched by trendy
technology data sharing. The Web 2.0 tools alias Social Media play a
really necessary role for current digital age. several users are ready to
share their content on-line and exchange totally different data with
general public. The user-generated content (UGC) permits gathering
of this data not by directors of the online pages however even by the
common site’s users. The creation of divergent on-line communities
links along individuals with similar preferences and interests that the
spread of the electronic word-of- mouth information reaches the
convenient recipient.

It was time once individuals customer share the important expertise

with the nearest friends, currently the information is shared with
everybody interested. those that are concerned within the community
typically additional extensively concerning their personal expertise
with the merchandise or services. Moreover, the influence of
customers behavior is followed. the online information boom doesn’t
effect only the end users, the companies haven’t been left so much
behind. The advancements of Social Media have submerged out social
commerce into e-business as several firms believe that social
commerce is rising their business price and they need to remain
within the competitive atmosphere. to extend its fight, the relations
with customers should be evolved. ancient selling and therefore the e-
customer relationship management (later described as e-CRM) is
usually extended by social media platforms to business performance
by enhancing B2C communication. As e-CRM tries to enhance the
link between company and public, the social media play the foremost
necessary role as connecting and communicative channel.
Importance of Social Media
Social media marketing is a method of using social media channels
with an objective of widening the customers base. It offers great
benefits when it comes to advertise the restaurants.. Social media
promotes totally different types of communication, marketing,
recreation and networking. This new set of collaboration tools permits
many varieties of interactions that were before not offered to
commoner. Social media provides many advantages to the restaurant
trade. These are often listed as below:

1. Improving brand awareness: Social Media plays a significant role

in differentiating brands and providing customers merchandise.
consumer involvement and delivery of merchandise and services
considerably impacts the name and trust.

2. Increased customer base: The potential customer has a chance to

get information regarding any restaurant before visiting it in
through social media platforms like Facebook pages, blogs, etc.
electronic messaging and invites on these platforms attracts a lot of
consumers.

3. Increase in sales: Sales increase as a result of improved whole

awareness and increase traffic due to word of mouth marketing,
discounts, specials or events offered on social media channels.

4. Repeat business: Social media provides a complete image to the

restaurant and tempts customers to return back once more when
obtaining an honest expertise. Besides this establishing positive
relation with customers results into repeat sales.

5. Low cost and high return: Social networking, blogging and

different styles of social media square measure low value of
selling. With the proper leveling of effective policy of electronic
communication and promotions, the returns with the social media
6. Improving customer interaction: Social media tools supply
customers insight moreover as customers interaction. Social media
helps to interact guests in spoken communication regarding the
restaurant, the expertise and their feedback for improvement.
participating with customers create them feel vital and
successively increase their loyalty.

7. Monitoring online reputation: Social media permits organizations

to place service representatives monitor social sites frequented by
customers base and offers them a chance to be able to establish
and resolve customers problems, if any. Social media inculcates
many types of discussion platforms which permit us the flexibility
to understand each smart and unhealthy reviews of consumers,
managing these effectively facilitate to create the name.

8. Viral Marketing: Social Media amplifies word of mouth and has a

direct impact on customers growth and also the spreading of
positive/negative feedback regarding the service of the eating
place among the audience. primary reviews square measure taken
terribly seriously by customers. Positive image are often designed
by happy customers.

9. Complementary to other campaigns: Social media will run hand-

in-hand with ancient selling ways, and even facilitate promote
those campaigns.
Use of Social Media by hotel Industry
With no surprise, the restaurants use social media sites to form higher
relationship with customers. like several different business, it's
necessary to make good bond between company and public and
today’s trend needs the social media promoting. Of course, it's not
solely concerning being on-line by making few social media accounts,
however to synchronize multiple on-line stages along and operate
across those platforms whereas exploitation e-CRM. (Gourmet
promoting, 2015) finally, Social Media have become terribly effective
tools however firms produce new on-line business and gain
competitive advantage to its competiors. The provide of the product
and services through on-line sources is turning into cheap means the
way to attract potenntial customers. Also it keeps the previous ones
with new approaches that straighten the position on the market. Social
media produce a platform that usually promotes some engaging on-
line deals for potential consumers and makes the connection with the
particular consumers. Social media gives consumers the power to seek
information about the various product and services, criticize them in
equal manner and much more. Thus, majority of companies today
have incorporated social media in their strategies and operations to
connect with prospective consumers.
consuers are increasingly moving away from traditonal advertising
media and actively seeking out social media platforms to search
information related to different restaurants because they regard it
reliable and convenient which helps them in better decision-making,
and results in less wastage of time.
Social media marketing is the process of using social media channels
to communicate others with an objective of widening the customer
base. It offers great benefits when it comes to advertise the
restaurants. Social media encompases different forms of
communication, marketng, entertainment and networking.
Online visibility through social media marketing is gradually becoming a secret
weapon of restaurant owners in having a strong customer base. Consumer
buying behavior is changing very speedily & marketers have to change their
strategies according to the scenario. Therefore now the restaurant marketers
have to focus on their promotional strategies. They have to change it according
to the preferences and behavioral pattern of new digitally active consumer
base.

The social media play a very important role for the customers as the
user-generated content has a huge influence on their decision-making
process. The restaurants that try to set the proper marketing strategy
need to create the e-customer relation management that interconnect
people on social media platforms.
The online information boom doesn’t affect only the end users, the
businesses haven’t been left far behind. The advancements of Social
Media have drowned out social commerce into e-business as many
companies believe that social commerce is improving their business
value plus they wish to stay in the competitive environment. To
increase its competitiveness, the relations with customers must be
evolved. (Lee, 2014)
With no surprise, the restaurants also use social media sites to create
better relationship with customers. Like any other business, it is
necessary to build strong bond between company and public and
today’s trend requires resolutely the social media marketing. Of
course, it is not only about being online by creating few social media
accounts, but to synchronize multiple online stages together and
operate across those platforms while using e-CRM. (Gourmet
marketing, 2015)
After all, Social Media are becoming very effective tools how
companies create new online business and gain competitive advantage
to its competitors. The offer of the products and services through
online sources is becoming inexpensiv way how to attract potential
customers. Also it keeps the old ones with new approaches that
straighten the position on the market. Social media create a platform
that often
promotes some attractive online deals for potential consumers and
also prolong the relationship with the actual consumers. ( Grenier,
Fair and Stomacher, 2014 )
Social media has provided the most effective means of
communication for organizations to connect with consumers on a
worldwide scale. With social media rising rapidly within general
demographics, many companies have noticed the potential of social
media, and they have changed their marketing strategies to take
advantage of these new opportunities. Consequently, social media
enables consumers to share their purchasing experiences through
electronic word of mouth (eWOM) to create a reliable source for
other consumers (Tran, 2015). Essentially, this new form of web
communication (eWOM) offers the sharing of information between
service providers and consumers via the Internet (Pantelidis, 2010).
Online restaurant review websites include a brief overview of each
restaurant’s name, address, and the overall opinion of its food and
service quality by the reviewer (Zhang et al., 2010). As a result of
this, potential consumers are notified through online restaurant
reviews of possible strengths and weaknesses of a restaurant. When
these potential consumers select a restaurant, online reviews are
counted as expert opinions (Parikh, 2013). Additionally, online
reviews are frequently used by restaurant consumers as an additional
source when they are unfamiliar with a restaurant, and these reviews
include both exceptional and poor consumers’ experiences (Parikh,
Behnke, Vorvoreanu, Almanza & Nelson, 2014). In particular, online
restaurant reviews offer a massive amount of data that includes
consumer feedback, consumer overall rating, the food both served by
the restaurant and tried by consumers, and locations that the reviewed
party can refer to improve the consumer experience (Jurafsky,
Chahuneasu, Routledge, & Smith, 2014).
Thus, online reviews today have the power to connect the potential
consumer directly with a restaurant even before he/she walks through
the doors of a restaurant (Yang et al., 2017). Moreover, the popularity
of online review websites’ (e.g., Yelp.com, TripAdvisor, and Angie’s
List) have increased in recent years, and thus more reviews have been
created for a variety of products and services.
Many sites considered to be “social media” are sites that simply
enable users to make connections and interact with one another. With
the use of word of mouth marketing, social media is able to spread
information virally to many users in a matter of seconds. Originally,
sites such as Facebook, Twitter, YouTube, and LinkedIn originated
from users desire to make social connections.
On all of these networks users are able to share and transmit
information with other users. These networks are consistently
developed and improved to make the sites more effective and usable.
At the same time firms are trying to determine how to use social
media to drive more revenue and if the firm should be using these
sites.
Since social media marketing is free, it has been a widely accepted
and effective way to reach consumers at a low cost. However, these
sites have also been able to maintain relationships through
communication within the domain of these sites.
Some uses include marketers being able to advertise specials in the
business, creating direct personalized connections with the company
and the consumer, and maintaining interest through updates.
The conversations created through social media are important to
customers because it allows users to communicate with each other in
a more trusted medium of talking to people just like them.
 Users are able to share videos, products, services, and books in order
to represent themselves and their beliefs. For the service industry,
many companies today are facing the struggle of whether to jump on
the social media bandwagon and start using it as a primary marketing
tool. Word of mouth marketing is free advertising for the company by
its loyal customers.

The fact that anybody can use this type of marketing for free gives
reason itself for consumers to start taking advantage of social media
sites, which are formed around this capability.

Marketing strategy on social network have dramatically developed in

nowadays to advertise to right target groups. This study is aimed to
identify the impact on social media marketing in related to customer
choices regarding to fine dining restaurants case study. Fine dining
restaurants have been

developed new gastronomic. It is a concept in which food

consumption it is not unique purpose of nutrition and acquires
multiple meanings. Nowadays consumer does not seek only feed body
but they look for experiences. However, choice decision-making is
influenced by promotion, advertising and Word Of Mouth (WOM).
Especially, the numerous online resources towards providing product
reviews, which is one of the key that affect customers purchase
decisions.
Restaurant is a famous segment that consumers often find out fine
dining restaurants for special occasions and they always look for
information from other customers shared their experience via social
media. The comments behave rationally. In the same way choices are
deliberate and consistent if they can maximize utility from their
alternative (Skouras et el., 2005). Shafir et al. (1993) suggested that a
consumer chooses choice based on various reasons that are answered
demand. To understanding social media marketing relates consumer
choice has led to a diversity of theoretical approaches. This study
believes that the social media marketing on fine dining choice
decision is suitable to explore and analyse how social media
marketing affects to fine dining choice decision.

Increasing focus on global development and the expansive use of

technology in marketing, advertising and promotion have led to shifts
in the way in which companies focus on consumers (Quelch & Jocz,
2008). Researchers have recognized that technology has become a
major component in expanding markets and have defined entire
marketing strategies around global access to technology. At the same
time, advertising and promotion often focus on the psychological,
emotional, and social factors influencing consumer behaviours,
elements that must be incorporated into technology-based marketing
(Quelch & Jocz, 2008). As a result, even in the presence of global
expansion and new technologies, companies need to look at the four
essential “Ps” of marketing: product, price, place, and promotion
(Quelch & Jocz, 2008).
Rust, Moorman and Bhalla (2010) maintain that while many
companies have access to a variety of types of technologies that could
enhance consumer interest, expand brand recognition and improve
overall marketing, many underuse technologies as a foundation for
interacting with customers. These researchers, though, seem to
suggest that expanded use of information technologies and social
media are going to be the trends in the future (Rust, Moorman, &
Bhalla, 2010). Rather than focusing on short- term advertising
through technology, adept companies are integrating social media
mechanisms to enhance the relationship with consumers. Companies
frequently focus on three of the most widely used social media
platforms for use in product marketing and branding: Facebook,
YouTube and Twitter (Muntinga, Moorman, & Smit, 2011; Shi, Rui,
& Whinston, 2014). More than any time in the past, companies are
recognizing the value of the use of methods to engage consumers in a
way that continually reintroduces the product, increases the appeal of
products, or identifies social components to product experiences.
Social media websites have become the centre of information
distribution on products, including the introduction of new product
lines, the creation of brand awareness, and methods to shape
consumer behavior (Muntinga, Moorman & Smit, 2011). Social media
provides the unique opportunity to use word-of-mouth marketing to a
widespread audience, supporting consumer-to-consumer
communications and advancing brand awareness through a large-scale
social network (Kozinets, de Valck, Wojnicki, & Wilner, 2010).

Unlike print or television advertising, social media is not an

advertising platform in and of itself, and as a result, companies can be
challenged with determining how consumer information and
engagement impact the branding process. Positive comments in social
media venues can have a positive impact, but negative comments can
also be a part of the brand dialogue and may not be able to be
controlled by the companies using social media for marketing (Ho-
Dac, Carson, & Moore, 2013; Kohli, Suri, & Kapoor, 2014). At the
same time, consumers participate in the discussion and exchanges that
influence the branding process, all the while paying very little
attention to their participation in the branding or marketing process
(Kohli, Suri, & Kapoor, 2014).
Of the three social media platforms identified as commonly used by
companies to support marketing and branding (i.e. Twitter, YouTube
and Facebook), Facebook is considered by some to be the “holy grail
of marketers” because of its focus on the integration of advertising
into participants social content. In the Facebook format, advertisers
present their information about specific brands and products,
Facebook users provide comments or “Like” content (showing
approval of specific content), and this then drives additional similar
content (Nelson-Field, Riebe, & Sharp, 2012; Shen & Bissell, 2013).
The more consumers engage in behaviors around product advertising
or comment on Facebook about specific products, the more content
they will be provided that has similar products or brands (Shen &
Bissell, 2013). Social media, then, has a significant impact on how
marketers design their strategic approach, how they deliver brand
information, and how they scale advertising to enhance consumer
engagement.

Social networking sites like Facebook have provided a new way of

introducing brand-related content and creating exchanges with
consumers by generating consumer interactions (Shen & Bissell,
2013). The value of this approach is based on the shift in the way in
which the Internet is being used, and social venues are progressing.
Just a decade ago, the number one online activity was pornography,
but just a decade later, this has shifted to social networking (Shen &
Bissell, 2013). As a result, about 93% of businesses use some form of
social networking for marketing and branding (Shen & Bissell, 2013).
In their 2013 study, Shen and Bissell maintained that in any given
year, there are more than 200 million active online users in the United
States who spend more than 29 hours spent on online browsing,
product assessment and networking. Of this large amount of social
networking use, Facebook is the leader, with the most time spent on
this social network leader (over 7 hours per person per week) (Shen &
Bissell, 2013).
Brand loyalty becomes an increasing focus when companies consider
the use of social media. Facebook, for example, has more than 955
million active users, most of whom log on at least once each month
(Laroche, Habibi, & Richard, 2013). About half of Facebook users
access their accounts on a daily basis, either via the internet-based
platform or through their mobile application (Laroche, Habibi, &
Richard, 2013). As a result of this widespread use, advertisers view
Facebook and other social media platforms as the most beneficial
technology to introduce brand-related content and promote band
associations.

While companies see Facebook as a means to promote brand

awareness and gain consumer attention, not all of the responses to
advertising in social media are positive. While brand-related content
is being introduced at an increasing rate in the Facebook platform,
social media-based advertising is sometimes viewed as an unwanted
element, and companies have to be aware of how consumer responses
to their advertisements can impact the value of that brand-related
content (Laroche, Habibi, & Richard, 2013). Researchers have
maintained that it is important that companies recognize that the
process of introducing advertising and brand-related content in social
media requires a close scrutiny of the content and a focus on brand-
based community building (Laroche, Habibi, & Richard, 2013).

Brand communities often form based on the presence of brand loyalty

and positive response to brand- centric content. When creating a
social media presence for a brand, the development of this kind of
community requires an understanding of how social media works and
how brand communities function through the application of social
media. Brand communities are made up of individuals who choose to
participate and demonstrate a relationship to the essential information,
content, or materials that are being shared in the community.
 LITERATURE REVIEW

1) Mredu Goyal, (2016).Conducted a study on topic “A STUDY OF IMPACT OF

SOCIAL MEDIA ON CONSUMER BEHAVIOR IN RESTAURANT INDUSTRY
OF JAIPUR CITY” This study had given a clear indication that social media though
not much popular in consumers of Jaipur for restaurant selection is now a strong
driving force. Online visibility through social media marketing is gradually
becoming a secret weapon of restaurant owners in having a strong customer base.
Consumer buying behaviour is changing very speedily & marketers have to change
their strategies according to the scenario. Therefore now the restaurant marketers
have to focus on their promotional strategies. They have to change it according to the
preferences and behavioural pattern of new digitally active consumer base.

2) Goyal Anita and Singh N.P (2007). Conducted a study on the topic “Consumer
perception about fast food in India”. The study was about factors affecting the choice
of fast food outlets by Indian young consumers. The purpose of the study was to
estimate importance of various factors affecting the choice of fast food outlets by
Indian consumers.

3) Western Kentucky University (2003). Conducted a study using a sample of 249

consumers' purchases to analyse the type of product purchased, and the cost of item.
The results of this research revealed that consumers are buying either inexpensive or
expensive items, and are doing so based on recommendations from social media by
their contacts or friends on social media

4) Rebecca J. Purdy(Forbes &Vespoli (2013). In his research paper have explained the
importance of social media to the restaurants and how social media contributes in
increasing their income

5) Dr. Ijaz A. Qureshi, Iqra Nasim and Dr. Mike Whitty.In their research paper,
investigated the impact of social media (social sites) on consumer preferences in
culinary industry specifically restaurants in the city of Lahore, Pakistan. It included
different components straight from the brand image to dine in, products, level of
service, ambience etc and in total of their presence on social media

6) Manoj Timilsina. conducted a study on topic “Impacts of social media in restaurant

businesses A case study of restaurants based on Oulu region“ The objective of this
research was to inspect impacts of social media in business and how it is influencing
business. Additionally, Oulu based restaurants were chosen for conducting survey.
 Forty three restaurants were contacted and six of them were Interviewed by means of
F2F. The direct impact of social media has on sales and increase in flow of
customers. Majority of the restaurant’s (83%) customers has increased with clever
use of social media.Veronika Rouckova(2015).Conducted a study on the topic
“Social media in customer decision- making process – the role of reviews” The main
aim of this study was to find out how social media impact customer decision making
process. Restaurants as service establishments are often discussed through various
social media platforms where travellers give online comments and describe their
personal experiences. It gives tips or hints to the others who search online
recommendations

7) NefikeGunden (2017) ,University of South Florida. Conducted a study on the topic

“How Online Reviews Influence Consumer Restaurant Selection” Restaurant
consumers are increasingly using and relying on online reviews to make their dining
choices. Also, restaurant attributes that influenced consumers’ restaurant selection
have been studied greatly by many researchers

8) Edelman, (2010). Conducted a study on the topic ,“Social media in customer

decision-making process – the role of reviews” The rapid merger of new
technologies has changed the contemporary business expeditiously. Nowadays, the
marketers must apply new ways of doing business with new online media channels
in mind. In the past, the marketing strategy of the company was mainly

9) focused on paid media channels, whereas nowadays the consumer engagement with
companies is indispensable. The driving advocacy plays a significant role in this
matter. If the product gets bad online reviews on social media platforms or is not
discussed on these sites at all, the paid advert will not retain the customer’s loyal
relationship for long time.

10) Leerapong and Mardjo(2013).Conducted a study on the topic “Effect of Social

Media on Purchase Decision” in his research paper have examine the factors that
influence their online purchase decision through online social network, particularly
Facebook. The customers ranked in order of importance relative advantage, trust,
perceived risk, compatibility as the factors that encouraged or discouraged them
from purchasing product through Facebook

11) Sharma and Rehman (2012).Conducted a study on the topic “Effect of Social
Media on Purchase Decision” in his research paper have explained that positive or
negative information about a product or a brand available on the Social Media has
 significant overall influence on consumers purchase behavior. The customers spread
positive word of mouth through social media.

12) Titz(2004).In his research concluded that the restaurant reviews present a
variety of information that helps the restaurant’s consumers to make selections
beforehand. By reading restaurant reviews, consumers can get more detailed
information about previous consumers’ overall dining experiences, such as the
quality of the food and service. Online reviews help consumers by providing
information from previous customers before selecting a particular restaurant to visit

13) Lee, (2014).In his research on topic Social media in customer decision making
process The online information boom doesn’t affect only the end users, the
businesses haven’t been left far behind. The advancements of Social Media have
drowned out social commerce into e-business as many companies believe that social
commerce is improving their business value plus they wish to stay in the competitive
environment. To increase its competitiveness, the relations with customers must be
evolved.

14) Perreau, (2013).In his research concluded that the organizations must
effectively respond to customer behavior if they want to improve their online
marketing strategy. Particularly the products with lower differentiation might have
small brand awareness on the market. Additionally, to have a positive effect on
consumer product evaluation proceeding, the solid, trustworthy and tangible
information must be provided by marketers on social media platforms as well as
establishing a lasting relationship with its customers.

15) Jae Man Jung, Sandra Sydnor, (2015).Have concerned consumers decision-
making regarding a restaurant choice, food quality, service, quality and price as
important factors that influence to consumer decision-making. Other factors might
influence such as location and cleanness

16) Kivela (1999).Has developed a study that measure customers dinning

satisfaction and return patronage based on different restaurant categories. Using
face-to-face interviews with various types of customers. The study has found that
decor, type and style of food, variety of foods, food not eaten at home and
Restaurant with high reviews on social media was considered important in fine
dining restaurants.
17) Nyoryung and Kannan (2014).Concluded that the relationship of social media
and customer activities are positive with social media. Customers are more willing to
participate in branding, product reviewing, online rating, and/or interacting. In
addition, customers are influenced by social media though their emotional changes,
and this change may connected to their friends, relatives, business, and even other
online users when making decisions

18) Sema, (2013).In his research concluded that However, social media marketing
may not be the only aspect that increases business value. A suitable market size,
appropriate business environment,various mega events can also make a significant
difference. For hotel industry, where the hotel located and the number of tourists has
a great impact

19) Zhang, Guillet, & Gao, (2012). Concluded that on overall business
performance. According to the studies examined, involvement in the relationship of
online rating system in choosing a hotel states that a good online rating system does
affect the hotel substantially by retaining customers for a long time and also
attracting new customers

20) Chan and Guillet (2011). Concluded that in general, the hospital industry does
not having good performance in using social media as a marketing tool. The major
issue for hotels in doing social media marketing is about communication between
hotel’s business aspect and their customers
Research Methodology:

Research Design: - Descriptive and Exploratory research is a research

design, which helps to analyze that what are the factors to analyze the
factors which help to influence the
consumer over the different factors and what are the security features
required for the same Instrument: - Closed Questionnaire is being used to
measure the perception of the consumer about the online banking
transactions
Sampling Technique:- The technique used is convenience
sampling with relatives, co-workers and friends

Sampling size: - Age group of people between 18-40

No of samples: - 200 respondents in different parts

of North India Data collection: -
Primary: - it is being collected by questionnaire, which is being
directly collected from the consumer
Secondary: - Case study books and other research papers in the
literature review papers are being monitored for further work

Objectives: -
 To find out the effects of social media on consumer behavior in restaurant
industry
 Which attributes of restaurant online reviews gets more
customer attention. Limitations:-
• The survey was conducted in Delhi NCR only
• No of respondents can be less then required for analysis
• Data can be biased
Data analysis:

Q1 cross-tabulation between what kind of food you like and gender

What kind of food you like ? * Gender Cross-tabulation

Count
Gender Total
Male female
Italian
Mexican
What kind of food you like ? Indian
Chinese
others
Total

Interpretation: According to data collected this shows that the respondents mainly like Indian and
Italian food 46 male and 47 female like Indian food and 29 female like Italian food as compared to 13
men
Q2 Correlation of Which of the following Social Media means you
are using on a daily basis with age group of the respondents.

Correlations
Which of the Age group
following Social
Media means you
are using on a
daily basis?
Pearson Correlation 1 .023
Which of the following Social
Media means you are using on Sig. (2-tailed) .760
a daily basis? N 174 173
Pearson Correlation .023 1

Age group Sig. (2-tailed) .760

N 173 198

Interpretation: when r is equal to 0.23 it indicates r is positive and

close to zero this indicates very weak relationship between social
media and age group
 Q3 Cross-tabulation between time (approx.) spent on social
media per week with profession of respondents.

Time (approx.) spent on social media per week * Profession Cross-tabulation

Count
Profession Total
Student service Entrepreneur home maker Retired
0 hours 3 0 0 0 0 3
1to3 hours 19 5 0 0 0 24
Time (approx.) spent on social
3 to 6 hours 23 10 8 7 2 50
media per week
6 to 10 hours 28 10 11 6 1 56
more than 10 hours 27 9 3 2 0 41
Total 100 34 22 15 3 174

Interpretation: According to the data collected students are using

more social media in comparisons to other profession. Retire
people are the lowest user of social media for searching the
restaurant information.

Q4 Correlation between time (approx.) spent on social media per week

Correlations
Time (approx.) Age group
spent on social
media per week
Pearson Correlation 1 .005
Time (approx.) spent on social
Sig. (2-tailed) .946
media per week
N 175 174
Pearson Correlation .005 1

Age group Sig. (2-tailed) .946

N 174 198

Interpretation: when r is equal to 0.005 it indicates that r is positive and close to zero this indicates very weak relationship

between Time (approx.) spent on social media per week and age group.
 Q5 Cross-tabulation between which platform do you use most of times to explore information
about Restaurant with age group

Which online platform do you use most of the times to explore information about Restaurant * Age group Cross-tabulation
Count
Age group Total
less than 18 18-24 25-35 35-45 45 and above
Zomato 2 39 7 4 0 52
Which online platform do you just dial 1 15 9 4 3 32
use most of the times to Swiggy 4 22 10 6 4 46
explore information about food panda 0 15 9 2 2 28
Restaurant
Others 2 15 3 0 0 20
Total 9 106 38 16 9 178

Interpretation: The data collected shows that the respondents of age group 18- 24 uses
Zomato as a platform for looking up for restaurant related information. The respondents of
age group from 25-35 and 35-45 uses Swiggy , 45 and above age group also uses swiggy.
Q 6 Frequency between gender, Age group, Profession and monthly income of respondents

Frequency Table

Gender
Frequency Percent Valid Percent Cumulative
Percent
Male 85 42.3 43.4 43.4
Valid Female 111 55.2 56.6 100.0

Total 196 97.5 100.0

Missing System 5 2.5

Total 201 100.0

Age group
Frequency Percent Valid Percent Cumulative
Percent
less than 18 12 6.0 6.1 6.1
18-24 111 55.2 56.1 62.1
25-35 48 23.9 24.2 86.4
Valid
35-45 18 9.0 9.1 95.5
45 and above 9 4.5 4.5 100.0

Total 198 98.5 100.0

Missing System 3 1.5

Total 201 100.0

Frequency Percent Valid Percent Cumulative

Percent
Student 107 53.2 53.8 53.8
Service 42 20.9 21.1 74.9
Entrepreneur 29 14.4 14.6 89.4
Valid
home maker 18 9.0 9.0 98.5
Retired 3 1.5 1.5 100.0

Total 199 99.0 100.0

Missing System 2 1.0

Total 201 100.0

 Monthly family income
Frequency Percent Valid Percent Cumulative
Percent
less than 50000 47 23.4 24.5 24.5
50000-100000 51 25.4 26.6 51.0
100000-250000 59 29.4 30.7 81.8
Valid
250000-500000 18 9.0 9.4 91.1
500000 and above 17 8.5 8.9 100.0

Total 192 95.5 100.0

Missing System 9 4.5

Total 201 100.0

Interpretation: According to data collected male are 42.3% , female are 55.2%. Most of my
respondents are from age group of 18-24 and 25-35. Most of respondents are students and
service . I have very diverse respondents in case of monthly income
Q7 Mean between Do advertisement/blog
posts/fb pages/user reviews on social media
influence you to try new restaurants with age
groups of respondents

Report

Do advertisement /blog posts/fb pages/ user reviews on social

media influence you to try new restaurants?
Age group Mean N Std. Deviation
less than 18 3.30 10 .823
18-24 2.45 106 .977
25-35 2.88 34 .880
35-45 3.06 16 .443
45 and above 3.11 9 .601
Total 2.67 175 .936

Interpretation: According to the data collected the age group of respondents of less than
18 age , 35-45 and 45 and above are more influenced by the advertisements/ blog/fb pages
and user reviews on social media and the age groups 18-24 and 25-35 are not getting much
influenced by the use of social media as a medium of advertising for trying new
restaurants.
Q8 Mean between Most important attributes when you select a restaurant with
profession of respondents.

Report
Profession Ranking of the Ranking of the Ranking of the Ranking of the Ranking of the
Most important Most important Most important Most important Most important
attributes when attributes when attributes when attributes when attributes when
you select a you select a you select a you select a you select a
restaurant [food restaurant [price] restaurant restaurant restaurant [Over
quality] [service quality] [Atmosphere] all Restaurant
rating]
Mean 2.83 2.70 2.79 3.90 2.96
Student N 98 97 97 98 97
Std. Deviation 1.362 1.218 1.241 1.268 1.249
Mean 2.21 2.52 3.62 2.35 2.45
Service N 34 33 34 34 31
Std. Deviation 1.067 .870 .888 .981 .888
Mean 2.86 2.95 3.84 2.95 3.05
Entrepreneur N 22 22 22 22 22
Std. Deviation 1.207 .899 .941 1.174 1.046
Mean 2.33 2.87 3.80 2.73 2.67
home maker N 15 15 15 15 15
Std. Deviation 1.047 .990 1.014 .884 1.047
Mean 2.33 4.33 2.33 2.33 2.00
Retired N 3 3 3 3 3
Std. Deviation 1.155 1.155 1.155 1.155 1.000
Mean 3.66 2.71 2.80 2.83 2.83
Total N 172 170 171 172 168
Std. Deviation 1.277 1.097 1.122 1.190 1.156

Interpretation: This shows that Student are more affected by

atmosphere of restaurant than any other factors. Service class and
Entrepreneur is getting more affected by service quality of
restaurant. Home maker are getting affected by price and Retired
people are getting more affected by food quality than any other
attributes
CONCLUSION

The study had given a clear point of view that today social media had
become a new platform for consumers to search or to make selections
of restaurants. The youth or tourist basically is searching for
everything they want to find out about and restaurants are one of
them, so it is safe to say that the online visibility of restaurants on
social media is gradually becoming a secret weapon of restaurants
owner for having a strong customer base. The Change in customer
behavior is also noticeable, as the ratings, customer service and
customer experience is also shown on social media which does affect
the customer’s choice, so the strategies, changes should be made
keeping in mind the preference and likings of the customer base