Project analytics

1. NAME – SHINJON SENGUPTA
ROLL NO. – 19PGDM-BHU061
SECTION - A
A COMPREHENSIVE STUDY ABOUT THE
IMPACT OF SOCIAL MEDIA ON
CONSUMER’S BUYING BEHAVIOUR
PROCESS

2. PROJECT PROPOSAL
• Title of the project - A comprehensive study about the impact of
social media on consumer buying behaviour process.
• Project Synopsis – Social media has become an indispensable tool for
consumers online and all kinds of businesses have turned into social
media to find and connect with their target customers. This project will
research and study the impact of social media on consumer buying
behaviour or the factors which impact the consumer buying behaviour
process. The aim of this research will be to explore how social media or
digital marketing communication through social media have an influence
on consumer buying decision process and how others product-related
opinions collected from social and digital platforms are influential on
buying decisions in different markets. The project will assess the impact
of social media on the decision-making process among the consumers.
The study will aim at integration of social media marketing
communication tools and consistency in the message communicated via
social media tools. Social factors are made up of one’s peer groups,
socioeconomic classes, and even social media influence. Social Media
have given plenty of opportunities to consumers in adapting different
aspects in life. Facebook, Twitter and Instagram have played significant
roles in expanding consumers online purchases. The study will portray the
consumer buying behaviour in selecting various brands, how they choose
between brands, how people research and shop and how which factors
affects their buying behaviour.
Similarly, companies now place considerable focus on how social media
can be used to shape brand perception and influence the buying intention
of customers. The effective use of social media has become an essential
part of creating and maintaining a competitive advantage for companies.
• Purpose / Focus of the study – The main purpose of the study is to
list down the various factors in consumer’s buying behaviour process

3. and analyse the factors and find out the extent to which social media
makes an impact in consumer’s buying behaviour process and
understand the relationship between the various factors. I will use the
EBM model to show the consumers buying process and to understand the
role of social media in the decision-making process. EBM model is a well-
known standard model in consumer behaviour research.
Companies now focus on how to market or advertise their products on
social media or improve the digital marketing communication in order to
reach the target consumers. The study will help the companies
understand which factors are generally important to consumers or which
factors the consumers focus mostly while purchasing products online. In
addition, it aims to have conclusive recommendations for further study
as well as gaining an understanding of trending social media activities so
as to meet demands of changing technological world.
• Statement of objectives –
o To establish the impact of social media on consumer’s decision-
making process across different levels of the society.
o The study will aim to understand the reasons or factors that tempts
consumers to purchase online and analyse the stated factors.
o To determine how social media influences the pre-purchase stage,
the purchase stage and the post-purchase stage in consumer’s
buying process.
• Methodology & Sources of Information –I will use Factor Analysis
tool to find out the relationship between the various factors which
influence consumers buying process and find out which are the important
factors behind consumer’s decision-making process while purchasing
product and services online.
o Type of Research – Exploratory Research
o Nature of Data – Primary Data
o Method of Data collection – Questionnaire Method
o Sources of Data – Collect Real time data through questionnaires
and analyse the data collected from the questionnaires.