Progress Report As on -11th Dec 2020
Influence of Digital or Social media promotion and
consumer online buying behavior
In recent times, there has been a fundamental shift in consumer buying
behaviour influenced by increased digital or social media consumption. We
believe it is ominous for companies to plan their promotion
strategies/advertising ideas around digital platforms (Social Media, OTT,
gaming), TV or similar platforms.
Also, consumer outlook towards online purchases and definition of essentials
commodities have seen a significant shift, including health and hygiene items.
Thus recently promotion/advertisements are focusing on these needy elements
to lure customers.
H0: Consumption of Digital or social media promotions have not changed
consumer online buying behaviour/patterns.
H1: Consumption of Digital or Social media promotions have significantly
changed consumer online buying behaviour.
Background for topic selection
We had conducted a survey for Marketing Management course to evaluate
target market for online purchases from Ecommerce companies. Idea was to
help upcoming ecommerce companies with our findings to strategize better to
capture their target market and plan for digital promotion schemes for the same.
Report of our Survey:
https://ajitsatp.typeform.com/report/Fe2LN13Z/58Ey7obSqxIRBqwZ
Note: Some Data might be skewed due to 348 responses.
Plan for the MR project
Next step is to create a questionnaire to understand the customer preferences in
terms of ecommerce product purchases and to understand how social and digital
media platform advertisements are influencial in this purchase.
Also we are trying to focus on the acceptance of online ecommerce platforms
and whether people are comfortable with the interlinking between the platforms
(ex: Facebook showing advertisement based on your recent search in amazon)
Following inferences from our previous study would be the foundation on
which we would like to plan our Marketing Research project
 We have already tried to analyze the preference of particular Ecommerce
site over others.
 We evaluated consumer pain points related to shopping online
 Study of impact of demographic factors towards - using a new
ecommerce app or purchase pattern of different age groups, gender,
occupation, education, consumer usage and attitude
Continued……….
In continuation with previous report here team has developed the sample
questionnaire for the one to one survey. (survey is in progress)
We have also done literature survey on Influence of Digital or Social media
promotion and consumer online buying behavior
For this survey we will choose all age group and genders for accommodating
diversity
Sample questionnaire
1) You use social Media for:
Shopping
chatting
information
make friends
2) Do you trust Social Media?
Yes
No
3) What is your preferred source of information for your buying decision
Company’s website
Social Media
Friends & Relatives
Advertisements
4) How many social media sites do you have accounts with?
a. 1
b. 2
c. 3
d. 4
e. 5
f. 6
g. 7
h. 7+
5) How many times a day do you look at social media?
a. not everyday
b. once a day
c. 2-5 times a day
d. 5-10 times a day
e. 10 + times
6) How much time do you spend on social media per day?
a. less than 30 minutes
b. 30-60 minutes
c. 1- 2 hours
d. 2-3 hours
e. 3 hours +
7) Has social media ad’s ever influenced your buying decision?
a. Always
b. Almost Always
c. Sometimes
d. A fewer times
e. Never
8) While Browsing on Social Media, what kind of ad’s would like to see? (Like
Educational/Jobs/Shopping/Food)
Answer :---------------
9) Based on the Ad’s on Social media related to Digital Shopping platforms
like flipkart, Amazon have you ever considered or prefer that it is easier to
shop online than offline stores.
Answer :---------------
10) So based on answer to above question, have you always considering to
shop online for almost everything you want to buy? (May it be Medicine,
Grocery, Clothes, cookeries, Utensils, etc….)
Answer :---------------
11)
Do you feel social media helps in your buying decision?
Answer :---------------
12)
What way the Survey has been conducted?
Phone Call
One to One
Online meeting
Others Please Specify ______________
13) What is your opinion on the online buying culture that has overshadowed
the traditional purchasing of goods and services?
Answer :---------------
14) How did the transformation to online shopping happen? Did the social
media / digital platform ads influence you to try it out?
Answer :---------------
15) How often you regret after buying products which are bought after seeing
an ad in digital media
Answer :---------------
Planning to meet around 150 – 200 people one to one via.. Zoom or Google
meet (even phone calls) to take feedback on the survey. After the feedback we
will do cleansing of data and analyze the data using graphical method like
frequency distribution. Based on the analyzed data we will perform hypothesis
testing by considering below mentioned null & alternative hypothesis
H0: Consumption of Digital or social media promotions have not changed
consumer online buying behavior/patterns.
H1: Consumption of Digital or Social media promotions have significantly
changed consumer online buying behavior.
Post hypothesis testing we will consider Regression analysis
Based on the results of Regression Analysis we will work on the limitations and
also try to provide conclusion for the topic