Name :- REHAN AHMAD

Registration no :- KU2021017959
University Roll no :- 220705438182
College Roll no :- 176
Semester :- VI
Submission Year :- 2024

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The foregoing project report entitled “INFLUENCE OF SOCIAL MEDIA ON
CONSUMER BUYING BEHAVIOR” a bonafide record of project done by
REHAN AHMAD. Reg No. KU2021017959, University Roll No:-
220705438182, is approved as a creditable study of project topic and has been
presented in satisfactory manner to warrant its acceptance as prerequisite to the
degree for which it has been submitted. It is understood that by this approval, the
undersigned do not necessarily endorse any conclusion drawn or opinion
expressed there in, but approved the project report for the purpose for which it is
submitted.

Dr. MITU AHUJA

Project guide

2
I express my deep sense of gratitude and indebtedness to my project supervisor

Dr. MITU AHUJA, for providing precious guidance, inspiring discussions and

constant supervision throughout the course of this work. His timely help,

constructive criticism and conscientious efforts made it possible to present the

work contained in this project. I am also thankful to our H.O.D Dr. V.K. MISHRA,

for his help during my project work. My sincere thanks to all faculty members of

Commerce who helped directly or indirectly in the completion of this project. Last

but not least I feel pleasure and privileged to fulfill my parent’s ambition and I am

greatly indebted to them for bearing the inconvenience during my B. Com Course.

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Social media is one of the greatest platforms to connect people around the world
and it has become a vital component of the marketing process in Bangladesh. Due
to the penetration on internet, social media have become a vibrant industry for
marketing and communicating any product or services to target consumers.
Businesses are using the services of social media extensively and are increasing
day by day throughout the world. Using of social media, the e- commerce sectors
in Bangladesh can gradually become an online giant business and reach their
consumers very quickly. By leveraging the social media technology, companies in
Bangladesh can attract more consumers efficiently and effectively.
The true goal of this study is to determine the impact that social media has on
Bangladeshi consumers' decision-making processes. This research also discusses
the concept of contemporary Bangladesh, how social media influences
consumer purchasing behavior, and how social media is affecting online,
internet-based, and social media businesses, among other things.
We attempted to locate relevant data using a qualitative approach in our paper.
This study adheres to the primary data collection mode and is entirely
dependent on the information gathered.
Customers' total purchasing behavior is significantly influenced by social media
at each phase. The major reasons are that social media provides convenience to
users, allows them to choose from a selection of items or services they require,
and allows them to compare alternatives.

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SL PARTICULARS PAGE
NO. NO.

1. Introduction To Social Media 06-09

2. Meaning Of Consumer Behavior 10-13

3. Literature Review 14-21

4. Research Methodology 22-25

5. Data Analysis & Interpretation 26-44

6. Results And Discussion 45-50

7. References 51

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Social media marketing is crucial, because it is one of the most effective tools
and techniques in any form of advertisement. Any businessman's main goal is to
maximize the amount of sale articles using different marketing methods and
strategies, as is well known. Without a question, it will help a variety of
businesses increase their profits. The primary goal of this research is to
determine how social media marketing can influence final consumer behavior
among people who often use social media platforms, as well as to determine the
predicted relationships between different social media marketing practices,
customer activities, and consumer behavior.

The implementation of Social Media platforms is continually evolving to meet

the social needs of internet users, while also increasing the potential for
corporations to market their goods and services in a tailored manner. In the past,
social media has played a critical role in influencing consumer perceptions
during the purchasing process. Organizations cannot overlook the growing value
of social networking sites in terms of customer behavior and the impact they
have on it.

The political system at the location where goods are distributed and bought
online has evolved as a result of social media. It describes their mindset and
potential position in business marketing strategy, as well as various approaches
to handling them as marketing methods and techniques. The passive emphasis is
on how social media is affecting customer behavior, while the aggressive focus is
on using social media ads as direct marketing and personalization tools. The use
of social websites by all users has largely grown in the digital century, and these
consumers' use of social networking websites has had a significant impact on
them in a variety of ways. To grasp this, consider how the internet, with its
proliferation and diversity of content, has made a significant contribution to the

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evolving lifestyle. Adoption of the internet and mobile marketing, as well as
evidence that electronic marketing adoption or denial is guided by sound
customer behavior. The use of the internet is spreading through virtually the
entire globe. It is more widely used due to simple payment choices, lower
hardware costs, low-cost internet communication, and dependable
infrastructure.

Over the last five years, social media has transformed the way businesses
conduct business using machines online, and as a result, social media marketing
has earned its own name in the business community. There are numerous online
social networking sites that influence customer behavior. YouTube, Instagram,
Blogposts, Facebook, Wikipedia, Pinterest, and Twitter are only a few examples.
Now a days, nearly all ages of users use social media, including college students,
working- class residents, and even the elderly. Social networking sites are used
by millions of new young people. In today's world, social media has evolved into
a powerful mechanism that consumers can use to make purchasing decisions.
Consumers' lives have been altered by technological advancements.

Today we are living in 21stcentury, it is very difficult for the consumers to spend
time on purchasing the product because of busy schedule. Now a days users are
acquiring followers and subscribers giving information by social media how to
purchase the goods online without wasting time to go personally. Consumers
may obtain information not only about businesses, but also about the
companies, through Social Networking Sites. Even social media is assisting
customers in purchasing products by interaction, which means that consumers
and other players such as companies, consumers, culture, and businesspeople
are actors rather than spectators. As a result, customers have the option to
change their minds before buying any product online.

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This research is concentrated on understanding the effect that social media on
customer behavior. Given the latest trends where internet tends to be the initial
and primary source of information, companies constantly focus on improving
their presence online. Social networking is that the evolution of selling from the
normal concept to relationship marketing.
Understanding how social media affect customer’s research and final decision to
buy is of great importance for companies in order to create competitive
advantage.

Social media is the online communications medium dedicated to community-

based inputs, interactions and content-sharing. Websites and applications
dedicated to forums, social networking, social bookmarking etc. are among the
different types of social media. Facebook, Instagram, Twitter, Pinterest,
Wikipedia etc. are some of the examples of social media.
The computer-based technology that enables the exchange of ideas and
information, and hence the formation of virtual networks and societies, is known
as social media. Social networking is internet-based by nature, allowing people
to easily share personal information as well as other content such as videos and
images. Users interact with social media through browser-based apps or web
applications on their computers, smartphones, and tablets, and they often use it
for texting.
Social media is used in industry to sell goods, endorse brands, communicate with
clients, and help new projects. Social media aids in the advertising of goods and
services because it allows for the delivery of tailored, timely, and unique offers
and coupons to prospective buyers. Social media marketing uses social
networking to help an organization maximize brand awareness.

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FACEBOOK is the undisputed king of social networking sites, since it is the most
popular place for friends to communicate and exchange information online.
Facebook has developed as a platform for companies to plug themselves into
contact with consumers and self-promotion, rather than simply a meeting spot
for friends.
TWITTER is a free microblogging site that allows users to share short messages
known as "TWEETS." Twitter users can use a range of channels and computers to
broadcast messages and track other users' tweets.
It should also be a part of your business campaign. It's the fifth most influential
social media platform, and it's a goldmine of consumer feedback and prospects
for growing the business, driving sales, and gaining followers.
WIKIPEDIA is a collaborative project by a group of people known as
Wikipedia’s to create a free, open-content online encyclopedia. Anyone who has
registered on the web will submit an article for publication; however, editing the
articles does not entail registration.

PINTEREST is a free social networking site that allows users to post and gather
multi media content and save it to a virtual bulletin. It's a fantastic platform for
companies to communicate with their customers, whether they're doing B2C or
B2B marketing. It also accomplishes all of the main goals of social media
marketing, such as increasing brand visibility, community building, and boosting
traffic to the website, and improving customer relationships.

INSTAGRAM is not just for personal use anymore- whether for you or your dog.
It is now a global platform that allows brands to humanize their content, recruit
new talent, showcase products, and inspire their audience.
Instagram can also be used to promote new brands and raise brand awareness.
Eighty percent of Instagram users have purchased everything they discovered on
the site. Instagram helps you to advertise your products and product in a
friendly, genuine manner to your clients without being pushy.
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The study of individuals and organizations and how they like and use goods and
services is known as consumer behavior. It specifically reflects on psychology,
motives, and attitudes.

The study of customer behavior covers the following topics:

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

•Consumer reasoning and decision-making

• How consumers behave when studying and shopping

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

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

‘‘according to Engel, Blackwell, and Mansard- Consumer behavior is the

behaviors and judgement processes of people who buy products and services for
personal consumptions,"

‘‘according to Louden and Bitta- Consumer behavior is the judgement process

and physical action that individuals partake in while assessing, purchasing,
consuming, or disposing of products and services,"

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

purchased goods, items, or services for personal, social, family, household, or
similar purposes that are not specifically connected to entrepreneurial or
business practices.

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o STRUCTURE OF ATTITUDE

Cognitive Affective
component component
s (beliefs) s (feelings)

Behavioral
component
s (actions)

Cognitive Component − The first component is cognitive component. It consists

of an individual’s knowledge or perception towards few products or services
through personal experience or related information from various sources. This
knowledge, usually leads to beliefs, which a consumer has, and specific behavior.

Affective Component - The second part is the affective component. This consists
of a person’s feelings, sentiments, and emotions for a specific brand or product.
They treat them because the primary criteria for the aim of evaluation. The state
of mind also plays a serious role, just like the sadness, happiness, anger, or
stress, which also affects the attitude of a consumer.

Behavioral Component − The last component is conative component, which

consists of a person’s intention or likelihood towards a particular product. It
usually means the particular behavior of the person or his intention.

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

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

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

social surroundings and time factors.

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

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

Social media has become an important tool for consumers online during this day
and age. It’s no surprise that each one sorts of businesses have turned to social
media to seek out and connect with their target market. The figures don’t lie
either: consumers are 71% more likely to form a sale supported social media
referrals.

Millennials are considered as the generation that spends most of their time
online, 47% of their purchases are influenced by social media. They are also 1.6
times more likely to use digital channels to find out about new products. This
puts social media platforms during a prime position for executing effective
digital marketing campaigns.

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INFLUENCE OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR, this analysis
offers clarification on however people are attending, processing, and choosing
the knowledge on social media before an acquisition. The findings indicated that
people pursue a lively role in data search on social media examination to native
market/ or offline platform. Moreover, the empirical a part of the analysis
strives to produce insights to any corporations that are attempting to shift to or
are presently collaborating within the new selling trend.

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The most fundamental and second step of any study process is the literature
review. First and foremost, a literature review is used to learn about and
comprehend the main background of the topic or research project chosen by the
researcher. It is a record of what has been done in the recent past in this
respect. When the researcher conducts a literature review; this is the current
trend in the chosen topic. He or she would become an expert in his or her field
and a Master. It depicts the work that has already been completed as well as the
work that remains to be completed. It demonstrates the research's necessary
direction. There should be no duplication of effort, according to research
findings. It also stated which technique was used by the different experts.
Textbooks and encyclopedic documents should not be considered when
conducting a literature review. The researcher would ask himself what kind of
study he needs to conduct. What factors should be considered when preparing
for a literature review? The scholar must distil a particular problem into a
general problem using the literature.

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

consumer purchasing behavior have been undertaken, all of which are
applicable to this study. Some terms related to social media, social media
marketing, and purchasing behavior on social networking sites were explored.
Here are some worthwhile studies related to the current research.

The review was conducted by the researcher using international and national
journals, articles, and theses as sources.

14
The researcher conducted a literature review of the following international
publications, articles, and journals:

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

buying behavior. With the target to know which sort of products mostly
purchased using social media that are mostly employed by consumers in Oman.
The study shows that Instagram is that
the best suited social media site for the Omani consumers to shop for their
preferred product (fashion) online.
 Voramontri & Klieb (2018) clears concerning the impact of social media on

client behavior and states that social media users found higher cognitive process
to be easier and enjoyed the method additional, compared to those that used
alternative info sources, i.e., T.V., Radio, Newspapers etc. Social media has
enabled marketers to access and monitor client opinions on a continuous instant
basis by listening- in and collaborating in on-line conversations.
 Putter (2017) concludes that Associate in Nursing rising focus of marketers is

on the utilization of user generated content that's created by shoppers in

response to specific brands and influences the perception of alternative
shoppers. Factors that influence whole perception and intention to shop for
embody things like views of others announce, incontestable in social media
posts.

 Rob Fitzgerald (2019) finds in his study on the impact of social media to
consumer shopping behavior that buyer’s square measure seventy one a lot of
seemingly to create a procurement supported social media referrals, 475 of
purchases of youths square measure influenced by social media. They’re
conjointly 1.6 times a lot of seemingly to use digital channels to be told
concerning new product.
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Later, consumers are taking part in a major role on the marketplace section.
Simply, they will be defined as actors on the marketplace section or people UN
agency purchase or consume product and services either on-line or offline. One
amongst the variables that are reportable as vital variables influencing
customers is demographic variables. For instance, the amount of male and
feminine users has dramatically accumulated throughout the year 2002 (Park
and Jun, 2003). In term of on-line segmentation, there is a small distinction. This
can be as a result of there is 2 main on-line segments we are able to check with
that are "Online Insiders" and "Social Clickers" (Riegner, 2007).

Online Insiders area unit terribly active users on web and extremely potent
internet buyers in victimization different Social Media to shop for and sell
(Pookulangara and Koesler, 2011). Usually, consumer’s choices area unit
influenced heavily by on-line brands and customers will influence one another.
This kind of event typically affects the repurchases method as a result.
Therefore, customer’s area unit progressively turning to Social Media so as to
urge additional info on that to base their choices (RAMSUNDER, NOVEMBER,
2011). For example, it will be noticed that the majority of the net shoppers tend
to be younger, wealthier, higher educated, additional pc literate and additional
doubtless to spend time on web, and search on-line (Levin et al., 2005)

Social Clickers square measure daily active people that tend to use the web for
various functions, such as, getting news, doing completely different researchers
for various subjects, sharing info and communicating with different users and
from different cultures (Lee, 2013). They’re significant on-line communicators,
however the foremost democratic ones tend to be younger and fewer affluent.
These younger Social Clickers might not be influencing purchase call these days,
however may become robust influencers in the future (Vinerean et al., 2013).

The necessary parts of visiting websites area unit to assist shoppers to speak
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with different users in order to accomplish their functions. Interaction with
different users will have an effect on consumers by several factors which play an
essential role in enabling shoppers to possess clear ideas regarding unknown
merchandise (Constantinides, 2004). Victimization SM becomes one amongst
the wants lately that affects shoppers by many factors. These factors may be
classified as, style Factors, info Factors, Product Factors, Psychological Factors,
and Cultural Factors (Constantinides, 2004):

Info Factors: shoppers are going to be willing to shop for on-line if form of
merchandise and information area unit provided sufficiently. Also, offers,
warranties and guarantees that area unit provided at the side of merchandise
can encourage shoppers to buy on-line (Limayem et al., 2000).

Style Factors: typically shopper’s area unit plagued by the planning

characteristics of an online page. If the web site is handy and often updated,
shoppers are going to be additional drawn to buy online. Additionally, the
method of planning is plagued by elaborate info provided about many
merchandise and also the show of sites' themes (e.g., colors, icons, links,
images…)

Psychological Factors: these factors have an effect on consumers' angle towards

on-line shopping for. For instance, if shoppers build a trust on a web site, they'll
be willing to shop for on-line comfortably and scale back uncertainty towards a
product. Moreover, shoppers could also be influenced by their friends and
relatives WHO have an effect on their attitudes to use SM.

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

creating decisions regarding bound merchandise. Also, it will have an effect on
consumers' style in interacting and communicating with new technologies
(Pookulangara and Koesler, 2011).

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 Many studies have created many analyses to acknowledge and predict the
link among the merchandise and looking behavior. Their analysis helped them to
create an inventory of product which might be suitable to be oversubscribed via
the net. The list as following (Miller and Lammas Day, 2010):

1. Intangible product (Information) Category: product that offer data to

consumers, such as, on-line videos, music, pc computer code, exchange,

financial reports and weather data.

2. Tangible product (High Differentiation) Category: product that have

selection categories, such as,

 Kotler and Armstrong (2014) classified shopping for behavior on 2 axes:

high or low client involvement, and vital or few complete variations. The four
varieties of purchase behavior they discerned area unit summarized in Table
one.

 Types of Purchase Behavior

Purchase behavior Characteristics Examples

Complex buying High consumer involvement, Car, Laptop
Significant brand differences,
Expensive, Infrequent, High risk
Dissonance reducing High consumer involvement, Few Carpet, Furniture
brand
differences, Expensive,
Infrequent, High risk, Price
sensitive
Habitual buying Low customer involvement, Little Household goods,
brand Groceries
differences, Frequent or repeat
purchases
Variety seeking buying Low customer involvement, Cookies,
Significant brand differences, Restaurant
Brand switching for
variety

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

1. Gulzar & Maqbool (2018) discuss the benefits that they will obtain from
successful social media marketing. They discovered that social media marketing
is all about producing high- quality, consumer-relevant content that is more
focused on building relationships between consumers and businesses.
Consumers have benefited greatly from the accessibility and transparency of
relevant information provided by social media marketing. Consumer attitudes
and purchasing intentions are influenced by social media.

2. A study conducted by Kirti (2019) to understand the impact of social site

ads on consumer purchasing behavior showed that social networking sites show
a diverse range of goods/products with new brands available in the market. They
also offer details on the various brands of other products. Many comments and
suggestions about the desired products can be found on social media sites. As a
result, customers have access to critical information about other brands'
products.

3. Chitranshi Verma (2018) looked at how social media affects consumer

behavior in India. She comes to the conclusion that customers want brands to
look out for them and society as a whole. Customers appreciate it when
businesses respond directly to them, and social media makes this possible.
Customers nowadays depend heavily on social media networks for customer
service and support, so businesses can make themselves visible in the digital
media to provide this assistance.

4. According to Kumar (2004-2005), search engines are being used to look up

19
pre-purchase product information such as price, style, and reviews. Most
consumers use the internet as their main source of information on a regular
basis, and social media platforms enable them to rate goods, make suggestions,
and update their status. Customers should easily share their thoughts, views,
and experiences when interacting with other online peers (Nolcheska, 2017)

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

product and whether or not they will recommend it to others in their study.
These are frequently used as indicators of purchasing intent. The research also
shows that the impact of knowledge cascades on social media caused by various
product characteristics is unaffected by shoppers involvement strengths. It finds
that shoppers attempt to demonstrate a wide range of levels of participation in
various cases involving brand purchasing and recommending to others.

6. Manju Ahuja et al., (2003) the research was carried on consumers using
business-to-consumer sites, with the goal of determining the factors that impact
customers' purchasing and browsing behavior during online purchases. The
researchers also looked into the purchasing habits of people with various
demographic profiles, which may uncover distinct purchasing strategies and
consumer behavior for a particular category of goods and services. Customers'
buying behavior is influenced by social media to the greatest extent possible.

7. Gul, Muhammad Shafiq et al., (2004) the researchers focused their

investigation on the link between social media and customer purchasing
behavior. Students from Karachi's academic institutes took part in the research.
The students completed around 260 questionnaires. According to the findings,
there is no robust link between customer purchasing behavior and Social Media.

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8. Ram sunder (2011) According to their research, online brands have a
significant impact on shopper decisions. Consumers' opinions would have an
impact on each other. Repurchases are influenced by other people's opinions. As
a result, customers are turning to the Internet for more information before
making a purchase.

9. In their research, Geetanjali Naidu et al. (2013) examine the impact of

social media on customer buying behavior in Raipur. According to the poll
results, 75% of Indian youth use the internet to share their thoughts, opinions,
and comments on a variety of websites. According to the findings, consumers
use social media extensively to gather product information.

10. NimaBarhemmati et al., (2015) According to their research, social network

marketing is becoming the most efficient advertisement model. The aim of this
research is to see how Social Network Marketing affects shopper buying
behavior among social networking site users. The research also looks at the
connections between customer engagement, social media selling activities, and
shopper purchasing behavior. A poll of fifty Malaysian National University
students was completed. The findings revealed a link between social media
engagement and consumer purchasing patterns.

21
The study's primary aim is to explain how social media has affected customer
behavior. Not only has traditional media shifted, but social media buying
networks have since grown dramatically in the digital era. Peoples are expressing
their opinions on different social media marketing platforms such as WhatsApp,
YouTube, Facebook, Pinterest, Instagram, and others, with the aim and aims of
this study specifically demonstrating how consumers choose social media for
purchasing decision sources.

The key aim of this analysis is to look at the effect of social media on consumer
shopping habits. The study's specific goals are as follows:

1. To investigate shoppers' attitudes toward online shopping.

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

3. To investigate how social media platforms have influenced customer

purchasing behavior.

This analysis has been done to know the hypothesis that how people of different
age groups use social media and what is their perception towards it and how
much they are satisfied with the purchasing of social media.

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NULL HYPOTHESIS
Consumers are not satisfied with the online shopping from social media
platform.
ALTERNATIVE HYPOTHESIS
More and more consumers are satisfied with the online shopping from social
media in comparison to local market.

In the current study, most qualitative primary data was gathered through a
questionnaire that was pre-coded and pre-tested in the surrounding city, while
secondary data was gathered from numerous social media pages, literature
reviews, national and international journals, and thesis.

Data Collection Procedure: With the assistance of Google Forms, data was
obtained via an online survey questionnaire. The researchers used a common
questionnaire to create a useful tool for evaluating social media ads and
customer purchasing habits. An online survey, which has increased in popularity
since it was first widely used, is a structured method of collecting data from a
targeted audience across the Internet. Google Forms, on the other hand, is a
well-known method for performing online surveys. It's a Google-provided cloud-
based data analysis tool for developing and constructing web-based
questionnaires. The researchers first requested the participants' consent before
performing the study's online survey. The researchers disseminated
questionnaires to potential respondents in Bhopal City by submitting and sharing
the access to an online survey questionnaire.

Following the delivery of the questionnaire, data was gathered through online
responses, counted, and statistically analyses using suitable statistical methods.

23
Data Analysis Procedure:

Qualitative data will be used using descriptive statistics.

Data Collection instrument: The researchers used primary data in this

analysis, which included sending out a structured questionnaire to respondents
through the internet. The questionnaire was focused on the effect of social
media on customer behavior in collecting data for social media marketing. The
research was conducted in Bhopal (the nearby city), with the goal of evaluating
how the Internet impacts customer behavior. The results indicate that the
efficacy and power of social media ads are strongly associated with consumer
purchasing behavior, and that quality of content, user interface, and frequency
of visit have a positive impact on consumer purchase intention. In addition,
researchers updated questionnaires focused on various consumer purchasing
behavior experiments to measure consumer buying behavior. The model
illustrates how marketing inputs and environmental influences influence buyer
characteristics (attitude, cognition, and knowledge) and decision-making
processes (purchase decision and post-purchase behavior), and how these
factors influence the buyer's response. Respondents can score their responses
on a 5-point Likert scale when filling out the questionnaire. The selection of
means, descriptive ranking, and description would be used to define the
indicators' mean.

24
Any research project has its own set of constraints, which can include time,

budget, and other factors. There are some shortcomings in this study as well, as

mentioned below:

1. The current research is focused on the primary data's accuracy. The sampling
units were chosen from a population of multiple dimensions big groups’
characteristics.
2. Due to a lack of time and a financial constraint, the researcher has limited
the scope of the study to the Jamshedpur City. Customers in India are the
subject of the report.
3. The analysis is based on the respondent's view (questionnaire), which could
be skewed.
4. Random sampling is used to pick the samples.

25
 Section - 1
Based on your recent shopping trip. When it comes to social media (Twitter,

Instagram, Blog post, Facebook etc.).

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

It influenced my purchase

Strongly Disagree neutral Agree Strongly agree

disagree

Series

Figure 1.1

Strongly disagree = 1 Respondent

Disagree = 13 Respondents

Neutral = 12 Respondents

Agree = 62 Respondents
Strongly agree = 81 Respondents

26
Figure 1.2

It changes my perception towards the product

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 2 Respondent

Disagree = 4 Respondents

Neutral = 19 Respondents

Agree = 95 Respondents
Strongly agree = 49 Respondents

Figure 1.3

I made my purchase after watching some sorts of reviews

Strongly Disagree neutral Agree Strongly agree

disagree

Series

27
In figure 1.3, show the graph of respondent’s satisfaction level

Strongly disagree = 1 Respondent

Disagree = 4 Respondents

Neutral = 24 Respondents

Agree = 97 Respondents
Strongly agree = 43 Respondents

Figure 1.4

I always rely on it before making purchase decision

Strongly Disagree neutral Agree Strongly agree

disagree

Series

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

Strongly disagree = 2 Respondent

Disagree = 2 Respondents

Neutral = 42 Respondents

Agree = 79 Respondents
Strongly agree = 44 Respondents

28
Figure 1.5

It helps me to find new products that I have not

found by own

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 1 Respondent

Disagree = 4 Respondents

Neutral = 24 Respondents

Agree = 92 Respondents
Strongly agree = 48 Respondents

Figure 1.6

Promotional E-mails send daily get my attention enough to

buy the product

Strongly Disagree neutral Agree Strongly

disagree agree

Series

29
In figure 1.6, show the graph of respondent’s satisfaction level

Strongly disagree = 4 Respondent

Disagree = 5 Respondents

Neutral = 33 Respondents

Agree = 85 Respondents

Strongly agree = 42 Respondents

Figure 1.7

Helps in acquiring information about trending products

Strongly Disagree neutral Agree Strongly agree

disagree

Series

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

Strongly disagree = 1 Respondent

Disagree = 3 Respondents
Neutral = 28 Respondents
Agree = 90 Respondents
Strongly agree = 47 Respondents

30
Figure 1.8

It provides an effective & powerful platform to

communicate with each others & with the companies

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 3 Respondent

Disagree = 2 Respondents
Neutral = 32 Respondents
Agree = 84 Respondents
Strongly agree = 48 Respondents

Figure 1.9

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

products

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 2 Respondent

Disagree = 4 Respondents
Neutral = 39 Respondents
Agree = 86 Respondents
Strongly agree = 38 Respondents

Figure 1.10

It have quality and quantity difference in online & offline

shopping

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 2 Respondent

Disagree = 5 Respondents

Neutral = 35 Respondents

Agree = 81 Respondents
Strongly agree = 46 Respondents

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Figure 1.11

Do you agree that information searching is easier via social

media comparing to local market

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 3 Respondent

Disagree = 1 Respondents

Neutral = 27 Respondents

Agree = 96 Respondents

Strongly agree = 42 Respondents

Figure 1.12

Do you agree that, for insurance,

advertisements/blogposts/FB pages/users reviews on social
media influence to try branded products/trending products

Strongly Disagree neutral Agree Strongly

disagree agree

Series

33
In figure 1.12, show the graph of respondent’s satisfaction level

Strongly disagree = 3 Respondent

Disagree = 1 Respondents

Neutral = 32 Respondents

Agree = 91 Respondents

Strongly agree = 42 Respondents

Figure 1.13

Do you agree that feedback on social media affects your

purchase

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 1 Respondent

Disagree = 4 Respondents

Neutral = 26 Respondents

Agree = 86 Respondents

Strongly agree = 52 Respondents

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Figure 1.14

Do you agree that social media give you more discounts,

coupons, offers on products comparing to local market
purchasing

Strongly Disagree neutral Agree Strongly

disagree agree

Series

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

Strongly disagree = 3 Respondent

Disagree = 2 Respondents

Neutral = 28 Respondents

Agree = 94 Respondents

Strongly agree = 42 Respondents

 Section - 2

CONSUMER ENGAGEMENTS AND ACTIVITIES ON SOCIAL MEDIA

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

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Figure 2.1

Recommend fashion trends you like to others

Never Occasionally Sometimes Often Very often

Series

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

Never = 1 Respondent

Occasionally = 4 Respondents

Sometimes = 26 Respondents

Often = 86 Respondents

Very often = 52 Respondents

Figure 2.2

Share videos, pictures, news etc... about

products/services from the brand you like

Never Occasionally Sometimes Often Very often

Series

36
In figure 2.2, show the graph of respondent’s satisfaction level

Never = 4 Respondent

Occasionally = 21 Respondents

Sometimes = 72 Respondents

Often = 57 Respondents

Very often = 15 Respondents

Figure 2.3

Read posts/publications posted by the fashion brand

you like

Never Occasionally Sometimes Often Very often

Series

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

Never = 5 Respondent

Occasionally = 19 Respondents

Sometimes = 59 Respondents

Often = 64 Respondents

Very often = 22 Respondents

37
Figure 2.4

Read other's people comments/posts about a product

or services promoted by the brand you like

Never Occasionally Sometimes Often Very often

Series

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

Never = 2 Respondent

Occasionally = 20 Respondents

Sometimes = 56 Respondents

Often = 63 Respondents

Very often = 28 Respondents

Figure 2.5

Upload videos/pictures to the brand's social

network page

Never Occasionally Sometimes Often Very often

Series

38
In figure 2.5, show the graph of respondent’s satisfaction level

Never = 10 Respondent

Occasionally = 23 Respondents

Sometimes = 42 Respondents

Often = 66 Respondents
Very often = 28 Respondents

Figure 2.6

Participate in competitions offered by companies on

their social networks sites

Never Occasionally Sometimes Often Very often

Series

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

Never = 9 Respondent

Occasionally = 17 Respondents

Sometimes = 55 Respondents

Often = 67 Respondents
Very often = 21 Respondents

39
Figure 2.7

Buy the products from the brand you like/ follow on

social media

Never Occasionally Sometimes Often Very often

Series

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

Never = 3 Respondent

Occasionally = 18 Respondents

Sometimes = 55 Respondents

Often = 56 Respondents

Very often = 37 Respondents

 Which platform of shopping is satisfied?

Figure 2.8

Online Offline

40
In figure 2.8, show the pie chart of respondent’s satisfaction level
 89 (52.7%) respondents are satisfied by online shopping platform.
 80 (47.3%) respondents are satisfied by offline shopping platform.

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

Figure 2.9

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

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

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

 66 (39.10%) respondents are satisfied by 25%-50%.
 53 ( 31.40%) respondents are satisfied by 50%-75%.
 1 (0.60%) respondents are satisfied by 75%-100%.

41
  What type of social media influence you’re purchasing?

Figure 2.10

Instagram Facebook Twitter Blogposts YouTube Others

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

 41 (24.10%) respondents are influenced by Instagram.
 0 (0%) respondents are influenced by Facebook.
 9 ( 5.90%) respondents are influenced by Twitter.
 0 (0%) respondents are influenced by Blogposts.
 54 (31.80%) respondents are influenced by YouTube.
 65 (38.20%) respondents are influenced by Others.

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

purchase?

Figure 2.11

42
Daily 1-2 times in a week 3-4 times in a week Once a month Only when needed
In figure 2.11, show the pie chart of respondent’s satisfaction level

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

influenced their purchase.
 42 (24.90%) respondents are watch/read 1-2 TIMES IN A WEEK the social
media that influenced their purchase.
 12 (7.10%) respondents are watch/read 3-4 TIMES IN A WEEK the social
media that influenced their purchase.
 22 (13%) respondents are watch/read ONCE A MONTH the social media that
influenced their purchase.
 57 (33.70%) respondents are watch/read ONLY WHEN NEEDED the social
media that influenced their purchase.

 Section – 3

Demographic information
 AGE

Figure 3.1

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

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

 33 (19.50%) respondents are the age of 18 – 25.
 60 (35.50%) respondents are the age of 25 – 30.
 76 (45%) respondents are the age of 30 – 35.
 0 respondents are the age of 35 – 40.
 0 respondents are the age of 40 – 45 or Above.
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  Social Economic Status (How do you identify yourself)?

Figure 3.2

Lower class Middle class Upper class

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

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

 90 (53.30%) respondents are from the MIDDLE CLASS.
 53 (31.40%) respondents are from the UPPER CLASS.

 Gender

Figure 3.2

Male Female Others

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

 94 (55.60%) Male respondents
 75 (44.40%) Female respondents
 0 (0 %) others
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The data analysis portion of the report, titled “Impact of Social Media on
Customer Behavior”, is divided into three sections; (a) Based on your recent
shopping trip. When it comes to social media(Twitter, Instagram, Blog post,
Facebook etc.). (b) Consumer engagements and activities on social media. (c)
Demographic information.

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

 Out of 169 respondents, all respondents were having an account on at least

one social media channel, 100 % respondents were using social networking
sites such as Instagram 24.10%, Facebook 0%, Twitter 5.90%, Blogpost 0%,
YouTube 31.80%, Others 38.20%.

 Out of 169 respondents, 52.7% respondents are using online shopping

platform and 47.3% respondents are using offline shopping platform.

 21.30% respondents using social media daily, 24.90% respondents using

social media 1-2 times in a week, 7.10 respondents using social media 3-4
times in a week,13% respondents using social media once a month and
33.70% respondents using social media only when needed.

 29% respondents are satisfied with the level of 5%-25%, that their purchase
is influenced by social media, 39.10% respondents are satisfied with the level
of 25%-50%, that their purchase is influenced by social media, 31.40%
respondents are satisfied with the level of 50%-75%, that their purchase is
influenced by social media, 0.60% respondents are satisfied with the level of
75%-100%, that their purchase is influenced by social media.
45
 19.50% respondents are the age group of 18-25 years, 35.50% respondents
are the age group of 25-30 years, 45% respondents are the age group of 30-
35 years.

 15.40% respondents are from the lower class, 53.30% respondents are from
the middle class and, 31.40% respondents are from the upper class.

 Out of 169 respondents, 0.50% male respondents and 1.57% female

respondents are strongly disagreeing with the section-1 [Based on your
recent shopping trip. When it comes to social media (Twitter, Instagram,
Blog post, Facebook etc.)].

 2.64% male respondents and 1.21% female respondents are disagree with
the section-1 [Based on your recent shopping trip. When it comes to social
media (Twitter, Instagram, Blog post, Facebook etc.)].

 17.35% male respondents and 11.28% female respondents are neutral with
the section-1 [Based on your recent shopping trip. When it comes to social
media(Twitter, Instagram, Blog post, Facebook etc.)].

 45.78% male respondents and 41.28% female respondents are agree with
the section-1 [Based on your recent shopping trip. When it comes to social
media(Twitter, Instagram, Blog post, Facebook etc.)].

 27.71% male respondents and 17.71% female respondents are strongly

agree with the section-1 [Based on your recent shopping trip. When it comes
to social media(Twitter, Instagram, Blog post, Facebook etc.)].

 Out of 169 respondents, 3.14% male respondents and 2.14% female

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

46
 14.85% male respondents and 11.00% respondents are says occasionally in
the sectiom-2 [Consumer engagements and activities on social media].

 28.42% male respondents and 25.14% female respondents are says

sometimes in the sectiom-2 [Consumer engagements and activities on social
media].

 32.14% male respondents and 26% female respondents are says often in the
sectiom-2 [Consumer engagements and activities on social media].

 14.42% male respondents and 10.71% female respondents are says very
often in the sectiom-2 [Consumer engagements and activities on social
media].

This study aimed to identify certain factors that affect consumers' online and
offline purchasing intentions, as there were few studies on the subject in India.
Even though social media has been around for a while in India and is being used
for a variety of purposes, there are still some businesses that do not see the
value in it. Just a few online stores allow consumers to shop directly from their
social media accounts

The results suggest that purchasing intent is one of the most significant variables
in evaluating real purchase behavior as customers browse for goods and services
on social media. In a social media context, the study identified a number of
antecedent factors that affect consumers' online purchasing intentions.

Consumer behavior and social media are influenced by a variety of factors such
as class, gender, age, and many others.

There are numerous social networking sites, such as Twitter, Instagram,

47
Facebook, Blogpost, You Tube, and others, that influence consumer behavior.

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

The aim of the study was to determine whether, where, and how social media
has influenced consumer decision-making. The study questions were created to
help the researcher narrow down the topic and find possible hypotheses for the
issue. The following were the three test questions for this thesis:

1. How do people pay attention to, process, and choose details before making a
purchase?
2. What are the gaps between social media marketing and conventional media
marketing?
3. What changes has social media brought to users at multiple points of the
decision-making process?
To begin with, social media has impacted both customers and companies
significantly. In Chapter 4, the set of data is described both theoretically and
graphically.

Consumers are extremely selective in participating, processing, and choosing

information before making a purchase, according to the above hypotheses and
the study data review. In the early stages of media, information exposure is
highly selective and users have a choice of information sources, which
determines the kind of information they will be exposed to. Personal attitude, it
should be noted, is a critical aspect that comes into play during the collection
and assessment of knowledge. As a consequence, not only are product or service
decisions probably focused on it, but it is also a critical determinant of the
knowledge users will seek out, thereby influencing the level of information
receipt.
48
Finally, the study's key aim was to assess the impact of social media on users at
different levels of the decision-making process. According to the report, social
media cannot be considered a strong weapon for stimulating a buy, although
individuals have claimed that mainstream media has a certain impact in gaining
visibility, such as supermarket discounts or a decent price. Although social media
is regarded as a valuable medium for obtaining relevant material, mainstream
media raises awareness about specific deals or promotions.

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

people are exposed and receive information without ever realizing it. When
customers search facts on their own, however, it is seen as an active operation.
Because of the connectivity and availability of information on social media
channels, users play an active role in the process of information collection,
according to the findings.

Throughout the study, the accessibility and openness of information that social
media has provided to users has been mentioned. Consumers have access to
important content not only across a broader range but also at a higher pace,
whereas conventional media takes longer to locate information. On the
opposite, content is not controlled or tracked, increasing the risk of receiving
false or inaccurate material, which users have expressed concern about. In a
corporate sense, advertisers must be wary of negative press on social media,
since it has the potential to circulate virally and damage a brand's image.

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

using social media platforms as a medium for validating buying decisions;
however, consumers are considered inactive in spreading their word of mouth
to others using the available social media platforms. The continuity of the
gathered data and time-honored assumptions pertaining to customer behavior,
as well as contemporary mechanisms for social media marketing, suggests that
49
the nature of consumer behavior has remained the same even since the
emergence of social media, in which consumers must go through all stages
before making a purchase, instead of jumping right to the buying decision after a
purchase thought has been caused.

50
 https://oosga.com/socialmedia/ind/#:~:text=Social%20Media's%20User%20Demograph
ics%20in,33.4%20%25%20of%20the%20addressable%20demographics.
 https://datareportal.com/reports/digital-2024-india
 https://www.forbes.com/advisor/in/business/social-media-statistics/
 https://coschedule.com/social-media-marketing/social-media-marketing-books

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