JYOTI TIWARI,

STUDENT ID: 1204644

Assignment
On

Course Title: Research Methods

Course Code: SBUS-5000

Submitted By
JYOTI TIWARI,
Student ID: 1204644

Date of Submission: 27 April, 2015

JYOTI TIWARI,

STUDENT ID: 1204644

Table of Contents
1

Introduction..................................................................................................... 2
1.1

Background of the research:..............................................................................2

1.2

Objectives of the research........................................................................2

1.3

Questions of the research.........................................................................3

1.4

Research hypotheses................................................................................3

Research Methodology.................................................................................... 4
2.1

Data collection method:............................................................................4

2.2

Sampling techniques and sample size......................................................4

2.3

Data analysis tools and techniques:......................................................................4

Primary findings: Descriptive analysis.............................................................5

3.1

User generated content..................................................................................... 5

3.2

Build and maintain relationships.........................................................................5

3.3

Conversation................................................................................................. 5

3.4

Information sharing......................................................................................... 5

3.5

Community/Consumer focused..........................................................................5

3.6

Customer purchase Decision.....................................................................5

3.7

Correlation analysis...................................................................................6

3.7.1

Regression analysis................................................................................... 6

Key findings: Hypothesis testing and interpretation........................................6

Conclusion....................................................................................................... 7

References....................................................................................................... 8

Appendices...................................................................................................... 9

JYOTI TIWARI,

STUDENT ID: 1204644

Title: An investigation of impacts of social media on customer purchase decision: A case

study of Asda

1 Introduction
1.1

Background of the research:

Asda is one of the largest retail chain stores in UK with significant coverage of market share
with top 3 position in the UK market which headquarter is on West Yorkshire and established
in 1949. This is a private subsidiary company which has 568 stores in different location of
UK and overseas market where more than 175,000 employees are working continuously.
Social media marketing refers the process of using social media, such as- Facebook, Twitter,
Myspace, Skype, Instragram, LinkedIn, etc as a tool of marketing process which will be used
for conducting directing and interactive communication with the customers by providing
opportunity to direct communication, visual experience and instant feedback that will help to
satisfy customer needs which eventually enhance organisation to influence customer purchase
(Tuten and Solomon, 2013).
Customer purchase decision is influenced by several factors and companies always focuses
on this issue for attaining objectives by using several issues and several strategies ((Kazemi et
al., 2013). Social media is very important in influencing customer purchase decisions because
it helps in interactive communication and required communication for gaining or attaining
desired response from customers which can ultimately attract them to make purchase
decisions (Bressolles et al., 2007). Besides, it will help the Asda to tackle competition in very
precise way by using visual, verbal and written communication with the customers that will
help to meet query, interest of the customers (Mishra et al., 2012). According to Samson et al.
(2014) Social media marketing of asda seems very effective as it is now showing worth in
retaining customers interest and influencing customer purchase intent but it is not as efficient
as Tesco which makes the differences and proper investigation is must to find the
effectiveness and get proper view of advertising of Asda.
1.2 Objectives of the research
This research has the following objectives:
2

JYOTI TIWARI,

STUDENT ID: 1204644

To investigate the Social media marketing taken by Asda to attract customers.

To explore the importance of Social media marketing for a retailing company on the

basis of Asda.
To analyse customer purchase intent and different factors related with this of Asda.
To inquire the relationship between Social media marketing and customer purchase
intent of Asda.

1.3 Questions of the research

The very questions of the research hence:

What are the Social media marketing used as strategy by Asda to attract customers?
What is the importance of Social media marketing for a retailing company a study on

the basis of Asda?

What are different factors and consideration affecting customer purchase intent of

Asda?
What is the relationship between relationship between Social media marketing and
customer purchase intent of Asda?

1.4 Research hypotheses

H0: There is a negative relationship between Social media marketing and customer purchase
decision of Asda.
H1: There is a strong positive relationship between Social media marketing and customer
purchase decision of Asda.

JYOTI TIWARI,

STUDENT ID: 1204644

2 Research Methodology
2.1 Data collection method:
Data can be collected by two method and they are primary and secondary data method.
Researcher will use primary data source for this research because researcher will collect data
by survey questionnaires. For this research, primary data were collected from the customers
of Vodafone by conducting a sample survey. Researcher has chosen primary data because he
can get full in-depth data and information from the response which is more relevant to this
research purpose.
2.2 Sampling techniques and sample size
Sampling can be done in two ways, such as- probability and non-probability sampling.
Probability sampling again can be done in 4 ways, such as- random sampling, systematic
random sampling, stratified sampling and cluster sampling method (Wilkinson and
Birmingham, 2003).
Researcher will use probability sampling method because probability sampling method
supports the quantitative research strategy whether non-probability sampling supports best
the qualitative research strategy. Random sampling method will be used by the researcher for
this research because research wants to avoid any kind of biasness in selecting sampling
which can be best done through random sampling method as sample will be collected
randomly where each of respondents have got equal chance to be selected as sample.
Researcher will collect 35 respondents as sample based on different criteria like age, income,
professional, ethnicity and gender which will ensure proper reflection of all segments or all
population. Besides, studying or analysing whole population is impossible because the
number of customer of Asda is huge. Thats why research select 35 samples based on
different criteria from 4 different stores in different location and another reason for 35 sample
size are lack of time and resources of researcher.
2.3

Data analysis tools and techniques:

Researcher will use exploratory analysis which helps the researcher to analyse the
background through proper investigation. Besides, researcher will use different statistical
tools for this research, such as- mean, median, mode, ANOVA, cronbach alpha for this
research. Researcher will use correlation analysis for this research to find out the relationship
between the variables. Regression analysis will be done to show impacts of each variable on
4

JYOTI TIWARI,

STUDENT ID: 1204644

dependent variables. Questionnaires will be used to conduct the survey by the researcher
which will be made based on research topic.

3 Primary findings: Descriptive analysis

3.1 User generated content
The average mean of the UGC1, UGC2, UGC3 and UGC4 is fall between 4.10-4.60 that
indicates respondents were somewhat agreed and to some extent remained neutral about the
variables impact on purchase decision.
3.2 Build and maintain relationships
The means of BMR1, BMR2, BMR3 and BMR4 are between 3.8-4.8. the average mean
indicates that employees are neutral or somewhat agreed with the variables positive impact
on employee motivation.
3.3 Conversation
The average mean indicates that employees are neutral or somewhat agreed with the variables
positive impact on customer purchase decision.
3.4 Information sharing
The average mean of the IRT1, IRT2, IRT3, and IRT4 is fall between 4.10-4.60 that indicates
respondents were somewhat agreed and to some extent remained neutral about the variables
impact on employee motivation.
3.5 Community/Consumer focused
Respondents of the survey give were somewhat agreeable and to some extent neutral about
the impact of aggressiveness and stability because the average mean of the survey regarding
this variable lies between 4.00-4.7.
3.6 Customer purchase Decision
In every case the mean varies from 4.00-5.00 that are also showing the positive feedback of
the respondents regarding the impact of social media marketing on customer purchase
decision. Following figure also shows it clearly. That are somewhat agreed with the variable.
3.7 Correlation analysis
Correlation will expose whether there positive or negative relationship exists between the
variables. Correlation is measured with the value from 0 to 1 where more than 0.7 is
considered as highest standard or strong relationship and more 0.5 values refers moderate

JYOTI TIWARI,

STUDENT ID: 1204644

relationship and below o.5 value weak relationship. In following the relationship among the
variable are shown according to the research findings.
All the variables are positively correlated with each other and in most of the cases the
correlation matrix shows that correlation between them moderate to strong because all the
values are more than 0.5 on an average which refers the variables are highly correlated with
each other.
3.7.1

Regression analysis

Regression analysis will find the effect of the variables on the dependent variables. Here, the
regression value of dependent variable employee motivation is 0.649859 and independent
variables have impacts or influences on the dependent variable customer purchase decision
which is referred by the adjusted R square value 0.382749.
From the following table, the effects of the independent variables on Employee Motivation
can be measured and referred. The independent variable User Generated Content has the
value of beta 0.42 on, Building and Maintaining Relationship has 0.36, Proper conversation
has 0.32, Information sharing has 0.03 and Community/Consumer focused taking has 0.15.
All the independent variables have some impacts or effects on the customer purchase
decision.

4 Key findings: Hypothesis testing and interpretation

From the above discussion and data analysis, it is proved that there is a strong relationship
between Social media marketing and customer purchase decision of Asda, which justify the
HO is rejected and H1 is accepted because of the existence of positive relationship.

5. Conclusion
The main limitations of this research are the lack of time, resources and financial backup to
conduct the research. Besides, collecting samples for survey is also tough job for researcher
because customers may not will to participate in the research. On the other hand, finding
proper sample for this research is another big task for the researcher. Respondents may not
disclose the proper opinion and reviews. Besides, the information may be biased by the
respondents. The participants were chosen randomly from the population and also their
perception where though the decision or the perception of the participants was handled
carefully it was messed up with some error or limitation to get the actual value.
6

JYOTI TIWARI,

STUDENT ID: 1204644

JYOTI TIWARI,

STUDENT ID: 1204644

5 References

Bressolles, G., Durrieu, F. and Giraud, M. (2007). The impact of electronic service
quality's dimensions on customer satisfaction and buying impulse. J. Cust. Behav.,

6(1), pp.37-56.
Kazemi, A., Hosseini, S. and Moradi, M. (2013). An Analysis of Influential Factors of
Brand Equity and Its Impact on Consumer Buying Decision-The Selected Branches of

Mellat Bank in Bushehr City as Case Study. IJARBSS, 3(11).

Mishra, D., Narendra Kumar, N. and Sharma, A. (2012). Impact of Online Social

Media on Consumer Decision Making: A Study in Dehradun. IJSR, 3(5), pp.379-381.

Samson, R., Mehta, M. and Chandani, A. (2014). Impact of Online Digital
Communication on Customer Buying Decision. Procedia Economics and Finance, 11,

pp.872-880.
Sashi, C. (2012). Customer engagement, buyerseller relationships, and social

media. Management Decision, 50(2), pp.253-272.

Tuten, T. and Solomon, M. (2013). Social media marketing. Boston: Pearson.
Weinberg, B. and Berger, P. (2011). Connected customer lifetime value: The impact of

social media. J Direct Data Digit Mark Pract, 12(4), pp.328-344.

Yu, Y., Duan, W. and Cao, Q. (2013). The impact of social and conventional media on
firm equity value: A sentiment analysis approach. Decision Support Systems, 55(4),
pp.919-926.

JYOTI TIWARI,

STUDENT ID: 1204644

6 Appendices
Conceptual framework of independent and dependent variables :

User

generated

content
Build

and

maintain
relationships
Customer
purchase intent

Conversation

Information
sharing

Community/Consu
Scaling
used in the survey to collect data.
mer focused

Survey Scaling:

Survey scaling
strongly Disagree

Disagree

Somewhat Disagree

Neutral

Somewhat Agree

Agree

JYOTI TIWARI,

STUDENT ID: 1204644

Strongly agree

Table: Descriptive result of User generated content

User generated content

Strongly Disagree
Disagree
Somewhat Disagree
Neutral
Somewhat Agree
Agree
Strongly Agree
total

1
2
3
4
5
6
7

UGC1
0
4
11
7
3
8
2
35

UGC2
0
2
8
10
5
8
2
35

UGC3
0
1
6
13
4
10
1
35

UGC4
1
7
3
6
6
9
3
35

14
12
10
UGC1

UGC2
UGC3

UGC4

4
2
0
1

Figure: Descriptive result of Attention to details

10

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STUDENT ID: 1204644

Table: Response of Build and maintain relationships

Build and maintain relationships

BMR1

BMR2

BMR3

Mean

4.8

3.8

4.2

Mode

6.0

3.0

4.0

SD

1.5

1.4

1.3

BMR1

BMR2

BMR3

12

14

11

35

35

35

Frequency

16
14
12
10

BMR1
BMR2

BMR3

6
4
2
0
1

11

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STUDENT ID: 1204644

Figure: Descriptive result of Build and maintain relationships

Table: Response of Proper Conversation

Conversation
Mean
Mode
SD
Frequency
1
2
3
4
5
6
7

PC1
4.29
4.00
1.36

PC2
4.23
5.00
1.50

PC3
3.89
3.00
1.37

PC4
3.97
4.00
1.01

PC1
0
3
6
14
5
4
3
35

PC2
0
6
6
6
10
5
2
35

PC3
0
4
12
8
1
9
1
35

PC4
0
3
7
15
8
2
0
35

16
14
12
PC1

10

PC2

PC3
PC4

6
4
2
0
1

Figure: Response of Conversation

12

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STUDENT ID: 1204644

Table: Response of Information sharing

Information sharing

Mean
Mode
SD
Frequency
1
2
3
4
5
6
7

IRT1
4.60
4.00
1.44

IRT2
4.49
6.00
1.63

IRT3
4.06
3.00
1.47

IRT4
4.23
4.00
1.29

IRT1
0
2
6
12
2
10
3
35

IRT2
0
6
5
6
4
12
2
35

IRT3
0
4
12
8
1
9
1
35

IRT4
0
2
8
14
4
5
2
35

13

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STUDENT ID: 1204644

Frequency of Information sharing

16

14

14

12

12

12
10

10

6
4

2
0

12

0 010 0

IRT3
IRT4

IRT2
9

IRT1

1
5

Figure 1: Response of Information sharing

Table: Response of Community/Consumer focused

Community/Consumer focused
CF1
CF2
Mean
4.26
4.66
Mode
4.00
6.00
SD
1.09
1.71
Frequency
1
2
3
4
5
6
7

CF1
0
0
9
15
5
5
1
35

CF2
0
6
4
6
3
12
4
35

CF3
4.00
3.00
1.46

CF4
4.14
4.00
1.26

CF5
4.34
4.00
1.24

CF3
0
5
11
7
4
7
1
35

CF4
0
2
10
12
4
6
1
35

CF5
0
0
9
15
4
4
3
35

14

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STUDENT ID: 1204644

16
14
12
CF1

10

CF2
CF3

CF4

CF5

4
2
0
1

Figure: Response of Community/Consumer focused

Table: Descriptive result of Customer purchase decision

Customer purchase Decision

CPD1

CPD2

CPD3

CPD4

CPD5

Mean

4.06

4.57

4.69

4.66

4.86

Mode

3.00

6.00

4.00

6.00

5.00

SD

1.45

1.36

1.41

1.76

1.40

CPD1

CPD2

CPD3

CPD4

CPD5

11

11

14

10

12

10

10

35

35

35

35

35

15

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STUDENT ID: 1204644

16
14
12
CPD1

10

CPD2
CPD3

CPD4

CPD5

4
2
0
1

Figure: Descriptive result of Customer purchase intent

Table: Response of Correlation Matrix

Correlations
ATD
OO
PO
IRT
ATD
1.00
0.78
0.71
0.65
OO
0.78
1.00
0.76
0.65
PO
0.71
0.76
1.00
0.74
IRT
0.65
0.65
0.74
1.00
AAS
0.46
0.55
0.65
0.60
TO
0.63
0.68
0.67
0.58
EM
0.45
0.59
0.61
0.53
**. Correlation is significant at the 0.01 level (2-tailed).

AAS
0.46
0.55
0.65
0.60
1.00
0.64
0.45

EM
0.45
0.59
0.61
0.53
0.45
0.59
1.00

Table: Model Summary for the dependent variable Customer

purchase intent

Model Summary
Model

R Square

Adjusted R Std. Error

Square

of

the

Estimate
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0.649859

0.422317

0.382749

0.691687

a. Predictors: (Constant), UGC, BMR, CS, IF, CCF

Table: coefficient for the dependent variable Customer

purchase intent

Coefficients
Model

Unstandardized

Standardiz

Coefficients

ed

Sig.

3.87

0.00

Coefficien
ts
Std.

Beta

Error
1

a.

(Constant)

2.06

0.53

UGC

0.39

0.20

0.42

2.23

0.03

BMR

0.29

0.13

0.36

2.23

0.03

CS

0.29

0.16

0.32

1.89

0.06

IF

0.14

0.13

0.15

1.04

0.30

CSF

0.03

0.12

0.03

0.21

0.83

Dependent

Variable:
customer
purchase decision

17

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0.45
0.4
0.35
0.3
0.25
0.2
0.15
0.1
0.05
0
UGC

BMR

CS

IF

CSF

CPD

Figure: coefficient for the dependent variable Customer Purchase decision

18