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A STUDY ON IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR
TOWARDS MOBILE PHONE USERS WITH SPECIAL REFERENCE TO
COIMBATORE CITY
Project Report submitted to Bharathiar University, Coimbatore – 641046 In partial fulfillment of the requirement for theAward of the Degree of BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER APPLICATION Submitted by SUGUNA .K (Reg. No. 17BBA019) Under the guidance of Dr. J. GNANADEVAN., M.B.A., M.Com. M.Phil., Ph.D., Assistant Professor Department of management RATHINAM COLLEGE OF ARTS AND SCIENCE (AUTONOMOUS) (Re-Accredited by NAAC with ‘A’ Grade, Approved by AICTE and Recognized by UGC under section 2f & 12B) (Affiliated to Bharathiar University) Rathinam Techzone, Pollachi Road, Eachanari, Coimbatore –641 021
April - 2020 CERTIFICATE This is to certify that the project work entitled “A STUDY ON IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR TOWARS MOBILE PHONE USERS WITH SPECIAL REFERENCE TO COIMBATORE CITY” submitted to the Bharathiar University, in partial fulfillment of the requirements for the award of the Degree of BACHELOR OF BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER APPLICATION is a record of original project work done by SUGUNA .K (Reg. No. 17BBA019) during the period 2018 - 2019 of her study in the Department of Commerce, at Rathinam College of Arts and Science (Autonomous) under my supervision and guidance and the project has not formed the basis for the award of any degree other similar title to any candidate of any university. Place: Date Signature of the Guide
Signature of the Head of the Department Internal Examiner External Examiner
ACKNOWLEDGEMENT
I thank almighty, without whom grace; my work would not have been completed. I take this opportunity to express my sense of gratitude to Dr. MADAN. A. SENDHIL, M.S., Ph.D., Chairman of Rathinam Group for permitting to do the project work. I acknowledge my deep sense of gratitude to my CEO Prof. R.MANICKAM MCA., M.Phil., (Ph.D.) Rathinam College of Arts And Science (Autonomous) for having given me an opportunity to get a practical experience beyond the bounce of theoretical knowledge through project work. Words fall inadequate to express my sense of gratitude to our Principal Dr. R. MURALIDHARAN., M.Sc., MCA., M.Phil., Ph.D Rathinam College of Arts And Science (Autonomous) for having given me an opportunity to get a practical experience beyond the bounce of theoretical knowledge through project work. I heartily thank to Dr.S.Subhashini., AMIECE., MBA., Ph.D Head of the Department of Management for giving an opportunity to undergo an project for my career development. I would like to express my hearty thanks to our supervisor Dr. J. GNANADEVAN., M.B.A., M.Com., M.Phil., Ph.D., Assistant Professor, Department of Management for his valuable guidance and kind advice, encouragement and creative suggestion at every stage of this project work.
I express my sincere thanks to our department faculties for their effort in guiding me in doing this project. I express my gratitude to my parents, friends and all other for their support to complete this project. CONTENTS CHAPTER NO
DESCRIPTION PAGE NO
LIST OF TABLES
LIST OF CHARTS
I INTRODUCTION OF THE STUDY
II REVIEW OF LITERATURE
III PROFILE OF THE STUDY
IV ANALYSIS AND INTERPRETATION OF THE STUDY
V FINDINGS,SUGGESTIONS AND CONCLUSION
BIBLIOGRAPHY
APPENDIX
4.11 Table showing respondents spent social media sites per week 4.12 Table showing respondents how many products have you purchased currently influenced by advertise on social media 4.13 Table showing respondents do you have prejudgment (positive/negative) towards a particular product and/or service before an actual consumption 4.14 Table showing which of the following factors are the cause of your prejudgment? (you may select more than one answer) 4.15 Table showing respondents does social media triggers you to purchase a product/service 4.16 Table showing respondents do you find advertisements on social media are still attractive 4.17 Table showing respondents mass social media channels you still find attractive 4.18 Table showing respondents do you agree that information searching is easier via social media- comparing mass media (e.g TV, ratio , news paper and so on) 4.19 Table showing respondents do you search for related information on social media before a purchase 4.20 Table showing respondents do you agree that, for instance, advertisements/ blog post/feb pages/user reviews on social media influence you to try new brands/products/services
4.21 Table showing respondents do you rely on information available on social media if you have uncertainties regarding a purchase 4.22 Table showing respondents do you feel encouraged to voice out your option after a purchase via social media platforms 4.23 Table showing respondents do you agree that social media provides an effective and powerful platforms for consumers to communicate with each other and with the campanies 4.24 Table showing respondents are you likely to chance your attitude towards a certain brand or product or service
consumers, as marketers have no power over the content, timing or frequency of online conversations among consumers (Man gold and Faults, 2009). The use of social media by consumers is anxiously follow ed by marketers, but not much is known about how it influences the consumers’ decision-making. Many studies focus on consumer behavior in the online shopping environment, but without consideration of the effects of the internet on the different phases of consumers’ decision process (Darley et al., 2010). This research explores how the presence and abundance of these new information sources is influencing the decision process of consumers for complex purchases. The classical EBM model (Engel et al., 1990) is chosen to study the consumers’ decision process due to its simplicity and versatility. The model consists of five stages: need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The research seeks to ascertain the relevance of the model in the context of social media usage. A quantitative survey was used to retroactively attempt to explore aspects of the phases in the decision process. A total of 158 participants completed the survey, and their responses were used to analyze the decision-making process of their complex purchase instance.
Statement of the problem:
✔ The coming of the Internet and its acceptance by the public, have altered quite a lot in the way organizations promote their services and products as well as the channels of communication between them and their customers. This is seen in the way they market and communicate their brands and products nowadays which is becoming a challenging project. ✔ Customers are overwhelmed by marketing commercials and promotional events. The sensitivity of customers to get excited is fading out on promotional events and consumers are beginning to resist the efforts of some companies at marketing them. ✔ Basically, the promotional focus of some organizations is on the conventional mass media advert style which includes commercials on TV, radio jingles and advertisements in print formats such as newspapers and magazines along with billboard placements. It is now on
Problem statement:
✔ The coming of the Internet and its acceptance by the public, have altered quite a lot in the way organizations promote their services and products as well as the channels of communication between them and their customers. This is seen in the way they market and communicate their brands and products nowadays which is becoming a challenging project. ✔ Customers are overwhelmed by marketing commercials and promotional events. The sensitivity of customers to get excited is fading out on promotional events and consumers are beginning to resist the efforts of some companies at marketing them.
✔ Basically, the promotional focus of some organizations is on the conventional mass media advert style which includes commercials on TV, radio jingles and advertisements in print formats such as newspapers and magazines along with billboard placements. It is now on record that as the Internet is fast advancing across the global marketplace, the effectiveness of traditional mass media is fast on the decline.
Objective of the study:
✔ The main objective of this study is to examine the impact of social media on buying behavior of consumers. Specific objectives of the study are: To examine students' perception towards shopping online. To examine factors that motivates student buyers to shop through social media platforms. ✔ The main objective of this study is to examine the impact of social media on buying behavior of consumers. Specific objectives of the study are: ✔ To examine factors that motivates student buyers to shop through social media platforms.
✔ Sampling design is a design or a working plan that specifies the population frame, sample size, sample design, sample selection, and estimation method in detail. Objectives of the sampling design are to known the characteristic of the population.
Limitations of the study:
✔ The sample size is limited to 100 respondents. ✔ The study largely based on the perception. ✔ The data was collected through structured questionnaire and analyzed based on the information given by the respondents.
Methods of data collection:
Primary data:
✔ They were the main sources of data collection. The method of collection of primary data would be direct personal interview through a structured questionnaire.
Secondary data:
✔ The secondary data collection of information that already exists somewhere have been collected. ✔ Information for this project was also collected through the secondary sources indirect, books, and magazines.
Tools used data collection:
✔ This section deals with the data collected from the consumers through separate questionnaire, which were systematically processed and presented as tables in comprehensive manner.
Chapter scheme:
This chapter deals with introduction of the concept on impact of social media on consumer behavior towards mobile phone users, statement of the problem, need of the study, objective of the study, research methodology, research design, sample design, methods of data collection, tools used for data collection, sources of data, limitations of the study.
to be purchased as per need by means of social media to a great extent. Also studied Social media which affects our live in recent years that brings a new dimension to Internet and determine the effects of social media networks on purchasing behaviours of Consumers.
2. Priyanka P. (2015) studied that social media can be used for increasing customer loyalty. With the help of continuous customer support services leads to improvement in customer retention. New applications and social platforms will flourish and allow even greater personalization and real-time, location-based engagements in media. 3. R.A.Gbadeyan (2010) study examined that there are opportunities for businesses in the market, businesses can grow with the help of social media marketing. Uses of SNS explored that organization can do direct marketing for online social network there are people who spend more time on SNS. Study also finds the reasons for people were using social networking sites due to safety concerned reason, technically inexperience due to lack of confidence in using internet, intellectual rejecters who feel waste of time. 4. Russell S. Winer (2008) described the different kinds of new media which was used by companies to engage customers that is social networking sites like Facebook, Myspace, Second Life, and You Tube etc have generated perhaps the most publicity and also describe challenges that these media were present from the perspectives of the marketing manager where Marketers have been cautious in using this new medium because of the risk that members of a community will become offended from an over-commercialization of the site. Study also shows that the growth of these sites has led to the notion. 5. Mehmood Rehmani (2011) studied because of social media it was easier for ecommerce marketers to communicate directly with their target audiences. This is due to people can take complete information of product also make comparison with different brands which results to buying of product as per choice which leads to brand commitment. Study explored due to increasing number of mobile phone users and
internet users, people tend to get influence for purchasing of products. The study intends to explore the impact of social media on purchase intention of mobile phone customers in Pakistan.
6. Tesfaye Nekatibeb (May 2012), Studied social media provides benefits of long-term engagement between brands and consumers also provided an opportunity for everyone to communicate effectively and efficiently in a way unprecedented by any other media it can be considered as the communication tool of modern era. 7. Priti S. et al (2013) studied the effectiveness of placing brand communication on social networking sites which shows that there is effect of online comments and reviews of products/brands on the buying behavior of consumers. Study revealed that people do come across various advertisements on social networking sites also prefer to go through the online comments and reviews regarding the brand/products before buying the products for them brand communication on social networking sites plays important role to influence buying behaviour of the customers. 8. Amrita Pani & Mahesh Sharma (2011) study revealed that Social networking sites like Myspace, Orkut & Facebook were widely used. To get influenced by Gen-next Consumers in India, there should be changes in their brand choices, shopping behavior and lifestyle pattern which resulting through their social media. Marketer should Implement well designed marketing campaign for penetrating new media segment. 9. Roland Rust, Christine Moorman & Gaurav Bhalla, (2010) explored that companies uses powerful technologies such as social media for understanding and interacting with customers as a medium. The change in shift from the firms focused that was from
