Evaluation of Consumer Buying Behavior
It is evaluated that consumer buying behavior is transforming because they emphasize distinct modes for attaining their needs. Customers can easily switch from one company to another one in the retail industry that has a negative effect on the growth of the corporation. Customer loyalty has diminished with respect to Woolworths because of inactive on social media modes. Because, social media emphasizes on web-based communication tool that could be executed by the corporation for distributing the facts as well as communicate with the customers. In the existing business circumstances, there are different social media tools practiced by Woolworths like Snapchat, Instagram, Twitter, and Pinterest (Peltola, Vainio, and Nieminen, 2015).
- To explore the meaning and concept of consumer behavior and social media marketing
- To identify the role of social media on consumer buying behavior a case study of Woolworth limited, Australia
- To recommend the strategies for improving social media on consumer buying behavior a case study of Woolworth limited, Australia
This research has a wider scope for investigator as social media is highly practiced in an existing business scenario. The literature review involves different genuine sources such as textbooks, online publications, and journal articles as it could be effective for the corporation to create the knowledge about the impact of social media on consumer buying behavior. This research is effective for retailers because it generates an understanding of the benefits of practicing social media in a company. It is effective for Woolworths for understanding the strategies for influencing the consumer buying behavior (Nisar and Whitehead, 2016).
It can be summarized that consumer behavior study is the research of how a person, as well as set of customers, make purchasing, select, utilize and dispose of the ideas with respect to products and services for gratifying the desires as well as needs. It also demonstrates the attitude of customers at the workplace and primary needs for customers (Peltola, Vainioand, Nieminen, 2015).
It can be also summarized that the social media creates the awareness about the products and services among customers and also supports them to create their own judgment regarding buying the products. It is significant for the corporation to enhance the liaison with existing and potential customers. It can be summarized that there are a high amount of customers who practice the online modes for purchasing the products because it provides the higher opportunities for the corporation in terms of enlarging their business in different nations (Ramanathan, Subramanian, and Parrott, 2017). Online communication is a rapid and wide-ranging procedure that makes competent to the corporation to develop the relationship with the customers. It can be also summarized that social networking creates legal concerns within an organization as it can be costly for business practices. The effect of social media could be for a minimum time as it generates difficulty for the company in terms of enduring the business in future. Furthermore, social media can ruin the image of the corporation in case a customer gives their unfavorable comment on the page of the company as well as social media (Jackson, 2015).
Impact of Social Media on Consumer Buying Behavior
Justification of research problem
Under the existing business scenario, a corporation can emphasize the impact of social media on business. The depth understanding with respect to social media strategies could be beneficial for increasing the sales of the company. This investigation can be beneficial for customers who use social media to make a purchasing decision.
Literature gap and opportunities
Through the literature review, an investigator can emphasize on the effect of social media on consumer buying behavior in Woolworths limited. This literature review offers the opportunity to evaluate the strategies for persuading the consumer buying behavior. A researcher can use a small amount of sample as a sample size in the survey through questionnaire and interview may create the complexity for a researcher to collect the information regarding research concern.
Primary question
RQ1: What is conceptual understanding regarding the consumer behavior and social media marketing?
Secondary questions
RQ2: What are the roles of social media on consumer buying behavior a case study of Woolworth limited, Australia?
RQ3: Which strategies could be used to improve the social media on consumer buying behavior a case study of Woolworth limited, Australia?
In the primary step, the researcher will develop the general research question and, appropriates sites, as well as subjects, would be chosen for conducting the investigation. After selecting an appropriate site, an investigator would emphasize gathering feasible facts as well as figures. Afterward, gathered information would be interpreted and conceptual framework would be developed in the context of research questions. Findings would be written by an investigator as well as the conclusion would be developed according to findings (Young, et. al., 2017).
Approaches to reliability and Validity
Reliability is illustrated as trustworthiness in the result of research. This would be utilized in the qualitative research. Validity approach can make competent to the corporation to collect the appropriate resources regarding the investigation subjects. Moreover, an investigator would be competent to acquire the appropriate results by implementing the validity and reliability approach (William, James, and Arora, 2015).
Sampling and Sample Size
An investigator would use non-probability sampling tool in order to choose the respondents for gathering the data regarding research issue. Under this investigation, non-probability sampling method would be implemented in which participants will be selected according to the subjective nature of the investigator. For completing the RO2 and RO3, marketing manager would be selected by an investigator as a sample size from Woolworths (Zhang and Benyoucef, 2016).
Benefits of Social Media Practices in a Company
Data gathering process
Primary information will be acquired to obtain an appropriate outcome with respect to research concern. Through the tool, a researcher will be competent to capture the first hand as well as figures for this investigation. In this tool, both surveys through questionnaire and interview would be executed to gather the appropriate information about research concern (Zikmund, 2012).
Variables Specifications
In this investigation, different variables will be practiced like dependent as well as independent variable. In such a manner, social media would be considered as an independent variable and consumer buying behavior will be dependent variable (Juaneda-Ayensa, Mosquera, and Sierra Murillo, 2016).
The above chart depicts that theory is initially and after that hypothesis is created in terms of identifying the relationship between two variables. The research design is constructed by an investigator for completing the investigation in a methodological way. Investigator would develop the system for assessing the concepts and choose the appropriate sites for research. The researcher will also select research subject and participants as well as organize the investigation instruments and gather the data regarding research issues. Data would be transformed into research as well as information would be accessed by investigators. In the final phase, findings and conclusion would be addressed and written by the researcher (Xu-Priour, Truong, and Klink, 2014).
In this investigation, two instruments would be used by an investigator like survey through questionnaire and literature review. This could be beneficial for research completion. The literature review technique would be significant as it permits the researcher to gather the factual data with respect to existing concern. The secondary sources will be used by an investigator to accomplish the goal and purpose of investigation. This data will be gathered via several sources such as journal articles, textbooks, online articles, and academic publication. This instrument is used to support the primary data and obtain the feasible outcomes (Sudha, and Sheena, 2017).
The above chart shows that defining the issues is first steps that help to develop the model of research concern. The researcher will acquire input data and develop a solution for completing the research. An investigator would also measure the solution and assess the solution for its feasibility. In the last, results would be implemented into the investigation (Wang, et. al., 2016).
Sampling and Sample Size
In the quantitative data assessment, simple random sampling tool will be practiced by a researcher to provide equal chances to participants and declines the biases. In this investigation, 150 consumers would be selected who are using social media. They would be selected from the different region of Australia. It would aid to generate reliable outcomes.
Justification of Research Problem
Survey through questionnaire would be implemented to assess the Impact of social media on consumer buying behavior in case of Woolworth limited, Australia. This approach would be effective to acquire the reliable information regarding research issues. Reliability approach will be used by an investigator to evaluate the dependability in the result of research. An investigator would support the quantitative data via reviewing the literature. This would be appropriate for constructing the reliable and valid outcome of the investigation in a systematic manner (Biswas, 2016).
An investigator would face some research limitation like lack of resources, costs as well as time to complete the research. It is also assessed that primary data gathering tool would take more efforts of investigation whereas secondary sources will use high costs. As a result, it would have a negative impact on the result of research (Istanbulluoglu, 2017).
From the above interpretation, it can be concluded that social media is beneficial for influencing the consumer buying behavior. It can be summarized that social media can have an adverse impact on the company as one negative comment on social media may decline the consumer demand and negatively affect the customer buying behavior. Both qualitative and quantitative research process would be used in this investigation to gather the information regarding the research issues. It can be also summarized that this research would be completed in 10 weeks.
Reference list
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Istanbulluoglu, D., 2017. Complaint handling on social media: The impact of multiple response times on consumer satisfaction. Computers in Human Behavior, 74, pp.72-82.
Jackson, S.L. (2015). Research Methods and Statistics; Critical Thinking Approach, (5th edn), USA, Cengage.
Juaneda-Ayensa, E., Mosquera, A. and Sierra Murillo, Y., 2016. Omnichannel customer behavior: key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in psychology, 7, p.1117.
Nisar, T.M. and Whitehead, C., 2016. Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, pp.743-753.
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William, T., James, P. and Arora, K. 2015. Research Methods: The Essential Knowledge Base, (2nd edn), USA, Cengage
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Young, W., Russell, S.V., Robinson, C.A. and Barkemeyer, R., 2017. Can social media be a tool for reducing consumers’ food waste? A behavior change experiment by a UK retailer. Resources, Conservation and Recycling, 117, pp.195-203.
Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, pp.95-108.
Zikmund, W. G. 2012, Business Research Methods, (9th edn), USA, Cengage
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