TO STUDY THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR IN MUMBAI TO STUDY THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR IN MUMBAI
ST. ANDREWS COLLEGE
ROLL NO: 3242
THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR – A STUDY IN THE MUMBAI
Social media is a social instrument which is used as a tool where people communicate with each other. According to Evans, social media in not only about people reading and disseminating information, but also how they share and create content for others to participate. The use of social media is growing rapidly today as it helps connect people living in any part of the world, through various social networking sites.
Social media has enabled people to exchange their views about products and services among each other and also has encouraged companies to market their products and services thus indulging in social media marketing. Social media marketing refers to capturing the attention of the people on social media sites towards a brand or products and services of an organization. Social media has become an excellent channel for marketers to reach consumers. It has led to the consumers being more associated with a product and also in influencing the goodwill and reputation of the organization.
The article titled, “Expand your Brand Community Online” states that social media is important for marketers because it allows them to dialogue directly with consumers, which in turn engages consumers directly with company brands (Hanlon, Patrick, Hawkins, & Josh, January 2008). Social media thus supports the buying cycle by providing a platform to the consumers to discover information they need to make purchase decisions. It has been found that India is the world’s 7th largest internet market growing at 11.2% (ComScore). According to Khushbu Pandya (2012), there are 21 million people in India who are estimated to visit social media sites regularly, which is 60.3% of the total active Indian internet audience. (Cruz B. and Mendelsohn J., 2010) More than 90% of Indian online users belong to 18 -45 age group, which has high purchase power and high disposable income. Social media influences consumer purchase to a large extent. Consumers trust more the information obtained from a fellow consumer than from or created by an organization.
PURPOSE OF THE STUDY:
With the increase in the internet usage, the various social media marketing strategies influence the buying behavior customers need to be explored. Studies have shown social media is being considered playing an important role in customer buying decisions. The purpose of this study is to evaluate the impact of social-media on the buying behavior of the consumers in Mumbai. This study will provide as a base for entrepreneurs and marketers to evaluate the consumer behavior and carry out marketing strategies accordingly to capture the attention and further introduce or increase the sales of their product.
OBJECTIVES OF THE STUDY:
In order to achieve the aim of the research the objectives set forward for conducting the research were:
1. To know the perception of the people in Mumbai regarding their shopping preferences. 2. To know the website preferences of the respondents in respect to the social media sites. 3. To understand how social media influences the buying behavior of the consumers living in Mumbai.
H0: There is no significant relationship between social media and consumer buying behavior in Mumbai.
H1: There is a significant relationship between social media and consumer buying behavior in Mumbai.
According to Sampad Swain (2009), due to the increasing use of social media websites by the consumers, social media outreach by brands and companies, especially if this outreach is done by a personal online representative, can be much more influential on consumer behavior than ads or other...
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