An Assessment Of Social Media On Consumer Buying Behaviour (A Study Of Indomie Noodles Industry)

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An Assessment Of Social Media On Consumer Buying Behaviour (A Study Of Indomie Noodles Industry)


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This study was carried out to examine the impact of social media on consumer buying behaviour using Indomie Noodles Industry as a case study. The study was specifically set to find out the extent Indomie Noodles Industry engage in social media marketing, find out whether social media increases consumers awareness of Indomie Noodles Industry, investigate whether social media marketing strategies has a significant impact on consumers purchase decision of Indomie Noodles Industry, and ascertain whether social media has a significant impact on consumers consumption pattern of Indomie Noodles Industry. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of employees of Indomie Noodles marketers in Yaba, Lagos State. In determining the sample size, the researcher conveniently selected 119 respondents while 110 were received and 100 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and percentage, while the hypotheses was tested using Chi-square statistical tool. The result of the findings reveals that the social media platforms are adequately utilized by Indomie Noodles Industry for effective online marketing. Furthermore, the study showed that there is a significant relationship between social media marketing and consumers buying behaviour. The study recommends that companies can be more connected with customers through Social media because the brands can communicate with them regularly and help or guide them to make a better purchase decision. To mention but a few.


Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organisations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses
  • 4.5 Findings

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1 Background of the Study

The past decade has seen rapid improvements in internet technological developments the world over. The fast-paced adoption of Internet usage enabled marketers to reap and augment the usage of Internet technologies through electronic commerce (Ghannam, Al-Natour, and Alzeidat, 2018) However, electronic commerce promoted product and service ubiquity yet it presented a one-way communication which hindered effective consumer feedback. That limitation was fast addressed with the dawn of social media through Web 2.0 which enabled the usage of a range of interactive tools and communication techniques which are user generated.

It is no secret that the general availability of the internet has given individuals the opportunity to use online platforms as mediums of communication, from email to Twitter, Facebook, Instagram, and Whatsapp, which has led to business interactions without the need for physical meetings (Picard & Robert, 2011). Furthermore, as part of the growth the internet experienced, the social media platform has become a major communication channel. The online world has become a new vehicle for social communication that has connected people to different online communities. Paquette (2013) reckons that the social media community has grown to more than 12.5% of the entire world population. This has presented another communication channel for various businesses and brands today.
The term social media can be defined as a range of tools and services that facilitate direct user interaction online. Social media are web based services which are otherwise called “social networking Sites” (Miller, 2016). Social media refers to a network of connections and communications among various gatherings or people (Kaplan, 2010).

Stelzner, (2016) defined social media as a platform that was centered on the concept of a read and write web, where the audience and users are past the passive viewing of web content and move on to actually contributing to the content. In simple terms, social media covers anything that makes use of the Internet to enable conversations and most often take the form of social networking sites, blogs, and Wikis (Celine, 2012). Furthermore, Chaffey (2016) defined a social network site as an online service that permits users to create and modify a profile, either public or semi-private, accumulate a list of connections, as well as view the list of their connections and others utilizing the services. Social Media (SM) refer to network of relationships and interactions among different users (groups or individuals) (Kempe & Chin, 2003). Social media platforms include popular networking sites like the Facebook and Twitter as well as bookmaking sites like Reddit (Ashley, 2015). Online communities and social networking sites are an Impactive web technology for social interactions and sharing information (Lu & Hsiao, 2010). Social Media such as Facebook, Instagram and Twitter enable users to maintain great connections among themselves as well with others by achieving more than one task and facilitating the way of communicating and sharing different information (comments, thoughts, videos and images) (Kietzmann, 2011).

 

One of the important contributions of social media is in the way it has changed the method of communication between consumers and marketers (Hennig-Thurau, Gwinner, Walsh & Gremler, 2004). Informational society has always had a significant influence on consumer buying decision and product evaluation, however, with the advent of social media, a new channel to acquire product information has been provided which allows peer communication (Kozinets, 2009). Today’s consumers have access to many different sources of information and experiences, which have been facilitated by other customers’ information and recommendations (Senecal & Nantel 2004). This is an important point as customer involvement through social media is a key factor in marketing (Do-Hyung, Jumin & Ingoo, 2007).

Social media marketing is considered a very important tool and technique in marketing. The major reason behind this success is the time required to reach the customers. Social media marketing requires a very short period to reach its respective audience and low expenses. The advertisements through this mode can easily attract customers and influence their buying decision. Now a day, companies use social media as an important tool for increasing the sales of their products. Technology changes from time to time and greatly influences consumers’ buying behavior. Social media helps customers to buy products through communication between the stakeholders. Customers can change their purchasing decision online.


1.2 Statement of the Problem

The modern world is the world of technology, where social media marketing is rising rapidly. Social media and various networking sites are developing daily, and customers are attracted to them. The thinking aspect and perception of customers are different; they change from time to time. Social media are indeed doing the job of marketing and are an important means of changing customers’ minds and thinking. Thus, many firms have formulated plans to welcome millions of engaged social media customers to their product collection, typically on their own pages, as a result of the exponential growth of the social networks in the world today. Nigeria is not immune to this rising outbreak.

In Nigeria, online retailers have emerged, with more on the way like Jumia, Konga, Dealdey, 3Stiches, Taafoo, Buyright.bz, and others. They also supply consumers with several lifestyle goods brands, and consumable goods such as indomie noodles. The use of social media messengers today allow the companies and their customers to interact one on one giving the companies rare personal access to their customers’ lifestyle and perception of their product. According to Jahn & Kunz (2016) 33% of social media users prefer to contact brands using social media rather than the telephone. This shows social media is fast becoming an Impactive customer service tool. However, there is a need to understand if this communication strategy is Impactive in convincing customers and consumers to repeatedly purchase products and services. On the basis of the above, this study seek to examine the impact of social media on consumer buying behaviour using Indomie Noodles Industry as a case study.


1.3 Objectives of the Study

The main objective of this study is to investigate the impact of social media on consumer buying behaviour using Indomie Noodles Industry as a case study.

Other specific objectives are to:

  1. Find out the extent Indomie Noodles Industry engage in social media marketing.
  2. Find out whether social media increases consumers awareness of Indomie Noodles Industry.
  3. Investigate whether social media marketing strategies has a significant impact on consumers purchase decision of Indomie Noodles Industry.
  4. Ascertain whether social media has a significant impact on consumers consumption pattern of Indomie Noodles Industry.

1.4 Research Questions

The research will seek to answer the following questions:

  1. What is the extent Indomie Noodles Industry engage in social media marketing?
  2. Does social media increase consumers awareness of Indomie Noodles Industry?
  3. Does social media marketing strategies have a significant impact on consumers purchase decision of Indomie Noodles Industry?
  4. Does social media have a significant impact on consumers consumption pattern of Indomie Noodles Industry?

1.5 Research Hypotheses

The following hypotheses are formulated for testing:

  • Ho: There is no significant relationship between social media marketing and consumers buying behaviour.
  • Ha: There is a significant relationship between social media marketing and consumers buying behaviour.

1.6 Significance of the Study

The study will be significant to Management of business organizations in showing the importance of a veritable social media presence aimed at convincing consumers about their product quality.

The study will be significant to Industries by allowing them understand the importance of marketing through social media sites and building consumer trust therein which instigates their preference before buying products. This in turn would increase brand loyalty as well as increase profitability.

This research will help the Government to take a deeper look at the regulatory bodies whom should continually check the practices of organizations online for unethical behaviors. This research would help the government to address issues of sub-standard, fake and adulterated products in the marketplace consumed by Nigerians.

The study will be beneficial to society as it will educate consumers on the indicators that affect their choices especially the mediums to use and the impact of the clout of online followers on their tastes and preferences when buying products. This research will also help consumers understand the need to consider usefulness and needs in relation to their satisfaction before buying products.


1.7 Scope of the Study

This study focuses on the impact of social media on consumer buying behaviour. The study will be carried out using Indomie Noodles Industry as a case study. Hence, the respondents of this study will be obtained among Indomie Noodles marketers in Yaba, Lagos State.


1.8 Limitations of the Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.


1.9 Definition of Terms

Consumers:

Consumers are people who buy products and services provided by the producers. (Business Dictionary, 2017)

Consumer Behaviour:

The study of how, where, when and why people buy, use and get rid of products and services. (Business Dictionary, 2017)

Consumer Buying Behavior:

The process by which individuals search for, select, purchase, use and dispose of goods and services, in satisfaction of their needs and wants (Hershey & Blanchard, 2017).

Consumer Decision Making:

The processes, by which consumers identify their needs, collect information, evaluate alternatives and make the purchase decision (Hershey & Blanchard, 2017)

Social Media:

Internet or cellular phone based applications and tools used to share information among people. It involves blogging and forums and any aspect of an interactive presence which allows individuals the ability to engage in conversations with one another often (Hershey & Blanchard, 2017).

Economic Factors:

A consideration regarding how a consumer’s disposable income and other financial resources tend to impact their buying activities (Hershey & Blanchard, 2017).

Socio Cultural Factors:

A set of beliefs, customs, practices and behavior that exists within a population (Hershey & Blanchard, 2017).


1.10 Organization of the Studies

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the impact of social media on consumer buying behaviour using Indomie Noodles Industry as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was on the impact of social media on consumer buying behaviour using Indomie Noodles Industry as a case study. The study was specifically set to find out the extent Indomie Noodles Industry engage in social media marketing, find out whether social media increases consumers awareness of Indomie Noodles Industry, investigate whether social media marketing strategies has a significant impact on consumers purchase decision of Indomie Noodles Industry, and ascertain whether social media has a significant impact on consumers consumption pattern of Indomie Noodles Industry.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent were Indomie Noodles marketers in Yaba, Lagos State.


5.3 Conclusions

In the light of the analysis carried out, the following conclusions were drawn.

  1. The social media platforms are adequately utilized by Indomie Noodles Industry for effective online marketing.
  2. Social media increases consumers awareness of Indomie Noodles Industry.
  3. Social media marketing strategies has a significant impact on consumers purchase decision of Indomie Noodles Industry.
  4. Social media has a significant impact on consumers consumption pattern of Indomie Noodles Industry.

5.4 Recommendation

Based on the findings the researcher recommends that;

  1. Companies should give more importance to Social media marketing. Their presence on Social media can give them more visibility and it can also increase the brand value that will lead to more customer loyalty and customer lifetime value.
  2. Companies can be more connected with customers through Social media because the brands can communicate with them regularly and help or guide them to make a better purchase decision. •
  3. Companies can use Social media more frequently to draw the consumer attention and brand awareness. •
  4. Brands can be more interactive with the customers and it can get more customers insights and their reviews and feedbacks to make them feel that they are a part of the brand. •
  5. Brands can share more positive experience of the customers who have already used that product so that the prospects and the ones who are already planning to buy can relate themselves more. •
  6. Brands need to show themselves as more influential and it should try to make the product viral on Social media.
  7. Social media influencers should be chosen wisely, they should be the one who can connect with the customers with their want and needs.

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