CHAPTER – 1

INTRODUCTION

1.1 BACKGROUND OF THE STUDY :

With the advancement of Technology and Internet, traditional electronic and print media has

shifted to social media. In present generation, the readership of printed newspapers, journals,

magazines and billboard has dropped significantly. The main reason for this is the increase in the

invention and massive use of internet. With the use of WWW any one can become publisher and

send his message across the globe with very low cost.

Now a days almost all the companies are using social media tools for promoting their products

and services, making online sales, attracting potential customers, connecting with buyers and

sellers and so on. Also with the advancement of Smartphone it becomes very easy for the sellers

to connect with the buyers and vice-versa. They use their opinion, views, feeling, attitude,

experience towards usage of products and services. Also, social media provide consumers the

opportunity to compare prices, features, quality of different products and services of the same

kind, they can also compare the reviews of different consumers of the particular product before

the purchase.
Kaplan and Haenlein (2010) state that “the concept of social media is top of the agenda for many

business executives today, so firms try to identify ways in which they can make profitable use of

applications such as Facebook, YouTube, Twitter and Linkedln. Each social media application

usually attracts a certain group o f people and firms should be active wherever their customers

are present. Thus, social media can be an important marketing tool for companies to engage with

their customers. In a competitive environment, businesses can use social media as a

communications tool to attract their customers and reach their target group with low costs and

effective messages.”

There are numerous researcher propose that buyers' commitment by means of social intelligent

apparatuses is winding up basically significant as more advertisers fuse online networking. As

per Vollmer and Precourt (2008) "online life sites are making a setting for client to client

discussions about brands and items and these locales speak to a perfect instrument for electronic

verbal, as customers openly make and spread brand-related data in their set up social condition."

Mangold and Faulds (2009) additionally propose that "internet based life has significant impacts

on each phase of customer basic leadership forms including data securing, brand mindfulness,

buy conduct and post-buy correspondence and assessment. These days shoppers trust more client

audits and online customer suggestions via web-based networking media sites instead of

conventional media before settling on a buy choice.

The customers' remarks about an item on an internet based life stage produce negative and

positive virtual messages and these messages influence their acquiring choice". In this way,

interpersonal organizations have turned into a significant wellspring of customers who are

looking for item data before acquiring choice. Internet based life

1.1 SOCIAL MEDIA

Social media are intelligent computer intervened innovations that encourage the creation and

sharing of data, thoughts, profession interests and different types of articulation by means of

virtual networks and systems.

The assortment of remain solitary and inherent web based life benefits at present accessible

presents difficulties of definition; in any case, there are some basic highlights:

i. Social media are intuitive Web 2.0 Internet-based applications.

ii. Client produced content, for example, content posts or remarks, computerized

photographs or recordings, and information created through every single online

connection, is the backbone of web based life.

iii. Clients make administration explicit profiles for the site or application that are

structured and kept up by the online life association.

iv. Web-based social networking encourage the advancement of online informal

communities by interfacing a client's profile with those of different people or

gatherings
Social media may appear as an assortment of tech-empowered exercises. These exercises

incorporate photograph sharing, blogging, social gaming, interpersonal organizations, video

sharing, business systems, virtual universes, surveys and substantially more.

For people, internet based life is utilized to stay in contact with companions and more distant

family. A few people will utilize different internet based life applications to organize vocation

openings, discover individuals over the globe with like interests, and offer their idea, sentiments,

understanding, and feelings. The individuals who take part in these exercises are a piece of a

virtual informal organization. For organizations, web based life is an imperative apparatus.

Organizations utilize the stage to discover and connect with clients, drive deals through

publicizing and advancement, check buyer patterns, and offering client administration or

backing. Internet based life's job in helping organizations is critical. It encourages

correspondence with clients, empowering the merging of social associations on online business

locales.

Its capacity to gather data helps centre showcasing endeavours and statistical surveying. It helps

in advancing items and administrations, as it empowers the dispersion of focused, auspicious,

and restrictive deals and coupons to would-be clients. Further, web based life can help in

structure client connections through dependability programs connected to internet based life.
 USERS (billion)
2.5

1.5

0.5

0
Facebook YouTube WhatsApp Facebook Instagram
Messenger

Graph – Popular social media tools as of January 2019

1.1.1 DIFFERENT FORMS OF SOCIAL MEDIA :

I. BLOGS :

Blogs are the social media tools o f personal web pages that can come in different variations

such as describing the author’s life or summarizing all relevant information in one specific

area, product or service (Kaplan and Haenlein, 2010). People are using blogs to report local

news, offer their opinions and sharing their visions and experiences about any purchasing,

product, service or brand (Ryan and Jones, 2009).

Companies can also use their own corporate blog to show consumers a personal side about

their businesses, give them valuable information that consumers use, provide answers and

improve their overall experience o f dealing with their company (Weber, 2007).

ii. REVIEWS AND RATING SITES :

Reviews and rating sites allows consumers to rate companies product or services based on

their experiences. Most common example of this sites is Reviewcentre.

iii. FORUMS AND DISCUSSION SITES :

Online forums and discussion sites like Yahoo Groups (http : //groups. yahoo .com/) and

Google Groups (https://groups.google.com) allow users to make their own online discussion

about any topic, any particular product and brand or company (Ryan and Jones, 2009).

Review and rating sites or forums and discussion sites have become a great tool for

consumers to acquire information and see other consumers’ reviews and recommendation

about products that they have intention to buy. They can also pass information that they

receive or share their own advice through those sites. Those tools are increasing digital

interactivity and communication among consumers, so they can collect credible and reliable

information before making a purchase.

i. SOCIAL NETWORKING SITES :

Social network sites, the most common social media sites, are applications that enable users

to connect by creating personal information profiles, inviting friends and colleagues to

havaccess to those profiles, and sending e-mails and instant messages between each other

(Kaplan and Haenlem, 2010).

Social network sites are popular, because they offer users the ability to find and connect with
 other people and make the process o f communicating with a large o f people easily (Ryan

and Jones, 2009) The table below shows the users o f the most popular social networking

sites and also indicates that people are using these sites at astonishing rates :

SOCIAL NETWORKING SITES NO. OF ACTIVE USERS PER MONTH

Facebook 1.59 billion

Whatsapp 1 billion

Wechat 697 million

Tumblr 555 million

Instagram 400 million

Twitter 320 million

Googleplus+ 300 million

Pinterest 100 million

Linkedin 100 million

Table : No. of active users of different social networking sites

Social network sites allow organizations to set their own profile or page and these pages can be a

great way to monitor what customers think about the company and its offers (Ryan and Jones,

2009). However, social network page recently are not the last stop for the consumer when they

want to search information about the products and according to the study of consumers
conducted by The Incyte Group, a strategy consultancy, they also want to connect with their

friends and family to pursue their comments and interests about the products (Smith, 2012). The

companies are currently using open social networks services on their websites and integrating

their websites with social network sites to provide consumers to connect with their contacts

while visiting their sites (Smith, 2012).

1.3 CONSUMER DIGITAL BUYING BEHAVIOUR :

Different models and theories can be used for the purpose of understanding consumer digital

buying behaviour and the widely used theories of consumer buying behaviours are Theory of

Reasoned Action (TRA) or Theory of Planned Behaviour (TPB) and Technology Acceptance

Model (TAM).

1.3.1 Theory of Reasoned Action (TRA) :

Theory of reasoned action was formed by Icek Ajzen and Martin Fishbein in 1975. It clarify

the connection between human activity and their conduct and frames of mind. It clarifies how

people will follow up based on their expectations and existing demeanours (Mishra et al.,

2014). The primary goal of the theory is to comprehend the conduct of people by assessing

the profound lying social aim to complete an activity. This theory clarifies the conduct aim

contingent upon three key components; attitude of individuals, subjective norms and

individual’s perceived control of the behaviour.

Attitude of individuals :

It implies the individual personal point of view towards a specific behaviour whether good or

bed.

Subjective norms :

It underlines the social pressure from the expectations of individuals. This is often viewed

from the attitude of the individual (Head & Noar, 2014). A subjective norm has 2 parts;

individual’s motivation and normative beliefs of the individual. Individual’s motivation

springs from the will or expectation of others and normative beliefs of the individual justify

what the individual perceives regarding the expectation of others.

Individual’s perceived control of the behaviour :

“Describes the individual’s perception on the ability that individual possesses to do a specific

behaviour” (Glanz et al., 2015).

Fig- Theory of reasoned action of online consumer behaviour

TRA suggests that promoting procedures of online business plan to change the demeanor of the

buyers towards the brand (Burak et al., 2013). This frame of mind is affected by the person's

conviction towards web based shopping to set aside some cash and time. Frame of mind towards

web based shopping by and large details the real propensity for web based purchasing. On the off

chance that clients have a purchasing mentality towards web based shopping from their past

encounters then they are probably going to get it. Emotional standard clarifies the weight from

the advertisers on the potential shoppers to make them purchase or not to purchase. Along these

lines this disposition and abstract standards are slanting towards social goals that shape the

conduct of internet purchasing.

1.3.2 Theory of Planned Behaviour (TPB)

TPB is the expansion of the TRA. This theory clarifies that the essential components of the

TRA, for example, perceived control of the behaviour, subjective norms and intentions

impact the intention to follow the behaviour (Kautonen et al., 2015).

For instance, if a client has the emotional standard, right frame of mind and conduct

expectation to purchase from on the web, they may have a social purpose of purchasing. But

it is not essential the purchaser will purchase online as they probably don’t know about

online instalment process.

 Figure- Planned behaviour theory of online consumer behaviour (Kautonen et al. , 2015)

1.3.3 Technology Acceptance Model (TAM)

TAM has been created by Fred Davis based on the Theory of Reasoned Action. Moreover,

this model is organized to anticipate how clients will acknowledge and apply new innovation

like online business (Marangunić and Granić, 2015). This model has been figured to

recognize the agreeableness of the innovation and play out the alterations to guarantee that it

is adequate to the clients. This model likewise clarifies the way that adequacy to clients is

reliant on two key factors, for example, perceived ease of use and perceived usefulness.

Usability mirrors the standard to which individuals trust that they can utilize the framework

easily. In addition, helpfulness traces the standard to which individuals trust that they would

almost certainly increment their exhibition with the utilization of framework.

 Figure- TAM of online consumer behaviour (Marangunić & Granić, 2015)

1.4 FACTORS INFLUNCING ONLINE PURCHASING DECISSION:

Online purchase decision is very influenced by internal and external factors (Zhang et al., 2013).

Internal factors mirror one’s personal traits and experiences that impact their decision-making

approach towards on-line shopping for and even ends up in impulsive shopping for. On the

opposite hand, external factors are more controlled by the nature of the products or services,

recommendation and reviews from other customers, cultural and social impact.

1.4.1 INTERNAL FACTORS INFLUENCING ONLINE PURCHASE DECISION

i. Ease of use
E-Commerce company provides wide variety of products with many options based on consumer

satisfaction level (Gong et al., 2013). The fact that consumers had the option of selecting wide

range of products easily from their home is a huge advantage which influence the online

purchasing decision.

ii. Previous Experience

Users previous experience with other e-tailer also influence the consumer current purchasing

decision (Wu, 2013). If the consumers have good previous experience then it influence the online

purchasing behaviour.

iii. Personal Traits

Personal traits reflect the attitudes, self-image and perception of the consumers. The attitude of

the consumers’ outlines if the consumer believes in having the feel-good factor through brick and

mortar outlets prior to purchasing. Self-image illustrates the image that the individual carries and

what they consider themselves once it involves on-line looking. The perception of the shoppers

additionally holds important price because it goes to influence their on-line getting call.

iv. Time management

In the event that the purchasers face a scarcity of time, at that point they are probably going to

settle on web based looking for their required items or administrations (Gong et al., 2013). Then

again, in the event that they are not bound by whenever requirements they may choose both

physical outlets and web based shopping.

1.4.2 EXTERNAL FACTORS INFLUENCING ONLINE PURCHASE DECISION

i. Service quality

A buyer is pulled in toward specific merchandise and administration dependent on the nature of

the item ((Malik and Guptha, 2013). In the event that the administration quality does not

coordinate with the normal standard of the shopper then it will impact their purchasing decision.

ii. Easy payment option

Payment option have been never so easy with internet business firms adjusting various

procedures viewing instalment choices, for example, COD, EMI choices, instalment through net

banking, apathetic pay choices and so on (Wu et al., 2014).

iii. Easy accessibility

The accessibility facilitate by most of the e-commerce platform like one click purchase, easy

payment are main the main drivers that influence consumer purchasing decision (Chocarro et al.,

2013).

iv. Consumers reviews and recommendations

The reviews and ratings given by other consumers to a particular product will also influence

consumer purchasing decision (Jiménez & Mendoza, 2013). Positive reviews of the product

makes a positive image of it and helps consumers in decision making.

 CHAPTER – 2

LITERATURE REVIEW

2.1. BRIEF DESCRIPTION

Boris Loukanov Marketo, (2010) has characterized social media as the generation, utilization and

trade of data through online social communications and stages." (Kaplan and Haenlein 2010) in

their article Users of the world Unite has characterized web-based social networking as "a

gathering of Internet put together applications that work with respect to the ideological and

innovative establishments of Web 2.0, and permit the creation and trade of User Generated

Content.

Similarly in sales context with the customers as a key figure for social media usage, (Andzulis,

Panagopoulos and Rapp 2012) in their article a survey of internet based life and suggestions for

the business procedure has characterized online networking as the innovative segment of the

correspondence, exchange and relationship building elements of a business which use the system

of clients and prospects to advance esteem co-creation.

As indicated by Katona and Sarvary (2014), internet based life has been characterized as the

manner by which individuals connect to make, share, and/or trade data and thoughts in virtual

networks and systems. In correlation with the conventional media, web-based social networking
has extremely abnormal state of proficiency and this has provoked numerous associations to get

in to the internet based life stage to have the option to partake in the effective online condition

(Kaplan and Haenlein, 2010).The term social media came in to relevance only from around 2005

and earlier a more popular term “blog” was widely used for social networking activities. A study

by Kaplan & Haenlein (2010) finds that the access and availability of high speed internet in

developed and developing countries further paved the way for the growing popularity of social

networking sites such as Facebook, LinkedIn, Twitter, Instagram etc which has added to the

growing popularity of social media.

De Valck, et al (2009) suggested that ‘the virtual communities are becoming important networks

of consumers knowledge that influence consumer behaviour’. Moreover, (Wertime and Fenwick

2008) added that ‘consumers are more likely to be participating than watching’ stating that these

last years we have been witness of a shift in the consumer behaviour from being ‘consumers as

viewers’ to ‘consumers as participants’. This new behaviour is reflected by their increasing use

of Social Media to become a participant. Consumers’ purchasing decision-making process

appears thus to be influenced by Social Media in its different stages.

Parker, (2011) broke down Social Media into 8 different categories:

 Blogging (e.g. TypePad, WordPress, Blogger)

 Microblogging (e.g. Twitter, FriendFeed),

 Social networking (e.g. Facebook, LinkedIn, Orkut, Plaxo, Ning,

MySpace),
  Social bookmarking (e.g. Digg, StumbleUpon, Delicious),

 Multimedia sharing (e.g. YouTube, Flickr),

 Reviews and opinions (e.g. Epinions, TripAdvisor, eHow),

 Wikis (e.g. Wikipedia)

 Forums

Bhalla (2015) have performed research on “Facebook Advertising: Lifeline for small Business.”

He attempted to investigate, amid shopping process how buyer trade their perspectives about

item utilizing web based life, particularly Facebook. This examination depends on 1,000 US

people who were matured from 18-29 years and want to purchase items and administrations from

neighborhood stores/organizations. Finding of this investigation recommend that, about 80% of

members do computerized looking before going to do shopping physically. There were 62%

grown-ups who detailed that Facebook is increasingly dependable for looking independent

venture before visiting store by and by, trailed by Pinterest 12% and Twitter 11%. Likewise,

54% of respondents said that they draw in with Facebook commercial at any rate once before

obtaining item from neighborhood business/store. At long last it had been uncovered from results

that Business identified with eateries and sustenance stuff considered as driving business as it is

exceedingly positioned 38% by respondents.

Presently informal organization bunches are additionally considered as a major aspect of

reference gatherings, they are the gatherings whose assessments and perspectives sway on
conduct of shoppers. Evans et al (2009) sorted social gatherings into many reference bunches

like as: big: celebrity group, family, friends and parents, large and formal organization, small and

informal groups. They contended that family, friends, parents and small informal group have

huge effect on buying choice of a people, as they are a piece of day by day life choices.

Dellarcos (2003) said that E-WOM has turned into a significant device of promoting which is

increasingly less expensive, quicker and powerful as contrast with ordinary strategies of

commercial. As EWOM is being a crucial piece of correspondence, where customer can trade

their experience, perspectives, conclusions and information. This all contribute in brad

mindfulness and ubiquity of item. Agarwal and Prasad (2009) inspected that, different

investigations proposed that because of online WOM, especially remarks, assessment of item

sway in exceptionally huge manner and impact, for example, purchaser' decision, closeout of

item and above all venture and choices.

Kim and Srivastava (2007) have said that, web-based social networking and diverse online

informal organizations give a chance to shopper where they can trade their perspectives,

proposals, experience and suggestions with other existing and potential customers. Hennig-

Thurau and Walsh (2003), recommended that purchaser's conduct in term of buying and

correspondence is impacted by interpersonal organizations in five unique ways: acquiring of

purchasing related data from different buyers and it lessen hazard fundamentally, Social

introduction which suggests that purchaser can assess and analyze various brands and items,

Community enrollment bunches in such sort of gatherings client respect various brands and
items. As indicated by Diffley (2011), at some point rather than commercial and advertisers,

shoppers do accept and trust on one another's assessment, perspectives and suggestions posted

via web-based networking media.

Hajli (2014) said because of unimaginable development of informal organizations and sites, for

the most part examines have centered buyer's conduct investigate by thinking about perspectives

and conclusions of buyers on these destinations. Sharma and Rehman (2012) have inspected that

positive and negative E-WOM about organization, brand or item have noteworthy effect at a

bargain, picture, and especially buying conduct of buyers. Likewise, Wang, Yu and Wei (2012),

investigated that online purchaser socialization through various chat groups also impact on

purchasing choice in two different ways: Firstly prescribed by companions legitimately and also

by association in item.

According to (Hoyer and MacInnis, 2010), nonmarketing sources are more credible and have a

stronger influence on consumer decisions-making process than traditional marketing sources do.

Social Media are among these nonmarketing sources and gather a lot of people who can easily,

through word-of-mouth, share contents and ideas with other consumers (Jaffe, 2010). Social

Media platforms allow consumers to interact together and form communities. This implies that

consumers on Social Media are more willing to listen to their peers, to trust them, and thus be

influenced by them in their purchase decision making process.

Nielsen, (2009) reported that opinions posted by consumers online were the most trusted forms

of advertising. According to the study, 70 % of people trust in consumers opinions posted online.

McKinsey&Company, (2010) argued that in today’s business world consumers are overwhelmed

by product choices, and presented word-of-mouth as the right vector that ‘cuts through the noise

in a quick and effective way’. The word-of-mouth on Social Media plays a major role in

influencing consumers. Indeed, consumers tend to believe information heard from people they

have a relationship with, due to the fact that people have similarity (share the same values and

preferences) and feel as members of the same communities (Hoyer, MacInnis, 2010).

(McKinsey&Company, 2010) described the level of trust as being higher with people that the

consumer knows and the word-of-mouth as the ‘primary factor behind 20 to 50 percent of all

purchasing decisions’.

Chung and Austria (2010) have conducted a study to see the factors connected with social media

gratification and perspective toward social media selling messages. The results of the study show

that perspective toward social media selling messages square measure powerfully associated

with social media usage gratifications like interaction and knowledge, however not diversion

gratification.

Diffley and Kearns (2011) studied centered teams of various age teams for his or her perception

regarding social networking sites. They counsel that firms should ask for to integrate
advertisements and have interaction shoppers instead of worrisome on their privacy or irritate

customers. If an organization will have interaction shoppers, they're going to prefer to hear the

messages that square measure being told and probably pass these messages on to others. The

potential of social networking web sites to be used as a good selling tool is in involving shoppers

to participate in selling on social networking site.

Hampton et al. (2011) urged that a unique approach is needed by firms that “pull” shoppers in

instead of “push‟ selling messages onto them. shoppers and businesses round the globe are a lot

of connected than ever before with the presence of net.

An average net user has 669 social ties Facebook has quite 600 million daily active users, with

over one.5 million business pages (Facebook 2013), and thirty billion items of content shared on

a monthly basis (McKinsey 2011). close to five hundred million Tweets sent per day, at

regarding 600 Tweets per second (Tweeter 2012). LinkedIn has quite 225 million professionals

worldwide, together with all Fortune five hundred firms (LinkedIn 2013). the worldwide average

time spent per person on social networking sites is half dozen.9 hours per month (Delaney and

Salminen 2012). Changes in client behavior because of social media square measure one among

the foremost vital aspects within the selling.

Many organizations have recognized importance social media plays in business development and

have started exploring the distinctive qualities of the online and have promptly shifted their

selling ways to ecommerce. nowadays the online and social media has become an area of

prominence for product and services promotion and additionally to draw in their audience
(Öztamura & Karakadılarb, 2014). The ever increasing quality of social media has seen several

organizations increasing their visibility and presence on multiple platforms of social media

(Michaelidou et al., 2011).

Kusera, (2012) studied that Social networking has accelerated its level of penetration among the

consumers for both personal and business use and this social web has totally transformed the

way buyers research and find solutions to their queries as well as find answers to their business

challenges With the advent of faster internet connectivity and the vast availability of options for

the consumers have gone from news outlets and vendor websites to Google search, Facebook,

Twitter, LinkedIn and many other online forums and this brings the customer to a unique

position of information sharing of many products and services available to them (Kusera, 2012).

Y.C.Wang et al., (2016) studied the way social media can be put to use these days have changed

the way organizations communicate these days as social media applications can be used to create

home page to announce matters of importance, share text, videos, set up groups for better

communications with suppliers, customers and business partners. Organizations use social media

to directly communicate with their customers and suppliers, for building relationships and trust,

and also to identify prospective business partners (Y.C.Wang et al., 2016).

Parker, (2011) studied that Social Media provide several opportunities for marketer to enhance

their existing relationships with consumers. Marketers should encourage the conversation with
consumers since ‘asking for members input instils a sense of empowerment’ and make them

more likely to become loyal and use word-of-mouth to spread the word to other consumers.

Jaffe, (2010) cited a report from Forrester analysis (2009) that incontestable that there's an on the

spot link between client expectation and loyalty; and a lot of specifically between loyalty and

temperament to repurchase, reluctance to modify to a different whole and chance to advocate.

This link means marketers will use Social Media as a lever to form their shoppers turning into a

lot of loyal.

2.2 NEED AND SCOPE OF THE STUDY

2.2.1 NEED OF THE STUDY

Social Networking Media is very popular not only among the youth but also people belonging

to higher age groups also attracting towards this new technological advancement to a great

extent. Businesses at a large extent using Social networking media in developing their marketing

strategies. The main aim of this study is to study the impact of social networking media and how

it influences consumer’s perception in turn to affect their buying behaviour. This study would be

able to bring out whether advertising on social networking media does influence the consumer’s

buying behaviour and the factors that attracts the consumer for purchasing online.
2.2.2 SCOPE OF THE STUDY

The scope of this study will focus on the impact of social networking media platform on

consumer purchasing behavior with particular reference to the students of Mizoram University.

It focuses on studying the impact of social media on students purchasing decision. This will help

the marketers in making better strategies and understand various aspects of social media in

purchasing decision of consumers. It reflects how consumers decide to purchase from online

and highlight the factors that occur during pre, actual purchase and post purchase stage.

Business will benefit by making appropriate strategies that makes consumers to spend more time

on the organizations website or advertisement in organization social media to make the actual

purchase.

2.3 OBJECTIVE OF THE STUDY

The present study has been taken with the following objectives:

i. To understand the impact of social media on purchasing decision.

ii. To study the attitudes of MZU students towards social media.
iii. To identify the factors influencing in online purchasing decision among the students
of Mizoram university.
iv. To find out how social media influence the pre-purchase, purchase and post-purchase
behaviour in buyers decision process.
 CHAPTER – 3

RESEARCH METHODOLOGY

The research is based on the primary as well as secondary data. Primary data are those data

which are collected for the first time and are also known as raw data. The primary data are

collected through questionnaire which consist of 21 multiple choice questions and are distributed

to the 100 respondents of the students of Mizoram University. The respondents are selected

based on the convenience sampling. Secondary data are those data which is collected by some

one else other than the user. The sources of secondary data used in the research are published

journal and different website from the internet. The collected data is analysed through statistical

tools like graph, tabulation and chart and with the help of excel.

3.1 PRIMARY DATA

The data were collected through questionnaires (closed end questions) among the 100

respondents of students of Mizoram University.

3.2. SECONDARY DATA
The secondary data were collected from literature, websites, journals, articles in concerned

fields.

SELECTION OF SAMPLE
The sample were selected randomly among the students of Mizoram University.

SAMPLE SIZE
The sample size is 100.

SAMPLING TECHNIQUE
The sampling technique is convenience sampling.

A convenience sampling is a type of non-probability sampling method where the sample

is taken from a group of people easy to contact of to reach. There is no other criteria to the

sampling method except that people be available and ready to participate.

3.3. TOOLS AND TECHNIQUES USED FOR ANALYSIS

Descriptive Statistics such as percentage and tabulation were used with the help of Microsoft

Excel.
 CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

In this chapter, we will be knowing the different responses from the respondents regarding their

online purchasing behaviour and the role social media played during their online purchase. The

questionnaires are provided to them to collect the required data for the dissertation.

4.1. DESCRIPTION OF THE SAMPLE

4.1.1 GENDER OF THE RESPONDENTS

Table 1: Gender of the respondents

Parameters No. of respondent % of respondent

Male 44 44%
Female 56 56%
Total 100 100
Source : Questionnaire result

Gender of the respondents

44 Male
56 Female

Figure 1 : Gender of the respondent

INFERENCE

Table 1. gives the details of which gender does the respondent belong. As indicated by the table,

male carries 44% and female carries 56%. So, we can conclude that female carries the highest

weight age of percentage.

4.1.2 AGE OF THE RESPONDENTS

Table 2 : Age of the respondents

Parameters No. of respondent % of respondent

18-22 Years 21 21
22-26 Years 43 43
26-30 Years 29 29
More than 30 years 7 7
Total 100 100
Source : Primary data

Age of the resondent

50 43
40
21
30 29
20
10
0 7
18- 22 Years
22-26 Years
26-30 Years
More than
30 Years

Figure 2 : Age of the respondents

INFERENCE

Table 2 establish the age of the study participants in relation to social media use. 43% were the

age of 22-26, 29% comprised the age of 26-30, 21% consist of 18-22 years, while the least

represented were the age of more than 30 years with only 7% as illustrated in Figure 2.

4.1.3 SOCIAL MEDIA USAGE

Table 3: Social media usage of the respondents

Parameters No. of respondent % of respondent

Less than 6 months 1 1
6 months to 1 year 7 7
1-2 years 20 20
More than 2 years 72 72
Total 100 100
Source: Primary data

SOCIAL MEDIA USAGE

1
7
20
Less than 6 months
6 months to 1 year

72 1 to 2 Years
More than 2 years

Figure 3: Social media usage of the respondents

INFERENCE

72% of the respondents are using social media from last 2 years, 20% are using from last 1-2

years and remaining 7% are using from last 6 months to 1 year and only 1% are using from last 6

months. The usage of the social media revels that most of the respondents are using social media

since more than 2 years.

4.1.4 HOURS PER DAY YOU SPEND ON SOCIAL MEDIA

Table 4: Time spend on social media in a day

Parameters No. of respondent % of respondent

Less than 1 hour 17 17
1-2 hours 17 17
2-3 hours 43 43
More than 3 hours 23 23
Total 100 100
Source: Primary data

Time spend on social media

1.2
1.4
Less than 1 hour

3.2 1-2 hours

8.2
2-3 hours
More than 3 hours

Figure 4: Time spend on social media

INFERENCE

As shown in the table 4, 43% of the respondents use social media 2-3 hours in day, 23% are

using more than 3 hours in a day and 17% are using 1-2 hours and also 17% are using less than 1

hour in day.

4.1.5 SOCIAL MEDIA TOOLS

Table5: Different social media tools used by the respondents

Parameters No. of respondent % of respondent

Twitter 6 6
Facebook 20 20
Linkedin 6 6
Google+ 5 5
Instagram 22 22
Whatsapp 41 41
Total 100 100
Source: Primary data

Social media tools

Whatsapp
Instagram
Google+
Linkedin
Facebook
Twitter

0 10 20
30
40
50

Table5: Different social media tools used by the respondents

INFERENCE

Preferences of the social media tools impacts on the customer decision making. As shown in

the table5 41% of the respondents are using whatsapp, 22% are using instagram whereas

20% are using face book whereas only 6% are using twitter. Other social media like linkedi n,

google+ are also preferred.

4.1.6 PURPOSE OF USING SOCIAL MEDIA

Table6: Purpose of using social media

Parameters No. of respondent % of respondent

Connecting with 48 48
families and friends
Exchanging view about 9 9
the product and
services
For online offers and 4 4
discounts on products
Information 21 21
Socializing 18 18
Total 100 100
Source: Primary data
 PURPOSE OF USING SOCIAL MEDIA

Socializing

Information

For online offers and discounts on products

Exchanging view about the product and

services

Connecting with families and friends

0 10 20 30 40 50

Figure 6: Purpose of using social media

INFERENCE

The study revealed that among the respondents 48% are using social media for connecting with

friend and families, 21% are using for information search, 18% are using for socialising, 9% are

using it for exchanging view about the product and only 4% are use it for online offers and

discount on products.
4.2 BRAND ENGAGEMENT

4.2.1 DO CONSUMERS FOLLOW BRANDS ON SOCIAL MEDIA

Consumers follow brand on social media

26

Yes
No
74

Figure7: Consumers follow a brand on social media

INFERENCE

As shown in the figure 74% of the respondents follow brand on social media for different

reasons and only 26% of the respondents are not following brands on social m edia.

4.2.2 REASONS TO FOLLOW BRANDS ON SOCIAL MEDIA

 Reasons to follow a brand

You are a current customer of the brand 7

To communicate with the brand 19

Loyality towards brands 8

Brand information 44

Promotional offers and discounts 22

0 5 10 15 20 25 30 35 40 45 50

Figure7: Reasons to follow brands on social media

INFERENCE

As shown the figure7 there are several different reasons for following a brand on social media.

Among all the respondents 44% follow brand for getting brand information, 22% follow because

of promotional offer and discounts, 19% follow to connect with the brand, 8% follow because of

the loyalty towards the brand and 7% follow because they are the present customer of the brand.

4.2.3 LIKELIHOOD TO RECOMMEND A BRAND TO A FRIEND AFTER

BEING A FOLLOWER
 Brand recommendation

20
Yes, depends on the brand
No
I don’t know

71

Figure 8: Brand recommendation

INFERENCE

As shown in the figure 8, 71% of the respondents recommend a brand to their friends based on

the brand type, 20% don’t recommend the brands to their friends after being a follower of the

brand.

4.3 NEED RECOGNITION

4.3.1 MOST INFLUENT INFORMATION CHANNELS ON CONSUMERS

 INFLUENT INFORMATION CHANNELS ON CONSUMERS

Posters 8

Radio ads 6

Social Media 42

T.V 39

Newspaper 5

0 5 10 15 20 25 30 35 40 45

Figure 9: Influent information channels on consumers

INFERENCE

As shown in the figure 9, 42% respondents have ranked social media is the most influent

information channel, followed by T.V adds with 39%. Then comes Poster, Radio ads and

Newspaper with 8%, 6% and 5% respectively.

4.3.2 DO CONSUMERS RECOGNISE A NEED BY SEEING FRIENDS

TALKING/DISPLAYING PICTURES ABOUT PRODUCT OR SERVICES

ON SOCIAL MEDIA?
 Need recognition of consumers
50 46
45
40
35 31
30
25
20
15 12
10 6
5
5
0
Strongly agree Agree Neither agree nor Disagree Strongly diagree
diagree

Figure 10: Need recognition of consumers based on their friends activity on social networking

sites

INFERENCE

As shown in the figure 10, 46% of the consumers agree with the statement that they recognise a

need based on their friends activity on social networking sites, while 31% neither agree nor

disagree with the above statement and 6% strongly disagree with the above statement.

4.3.3 CATEGORIES OF PRODUCT OR SERVICES FOR WHICH

CONSUMER RECOGNISE A NEED BECAUSE OF THEIR FRIENDS

ACTIVITY ON SOCIAL MEDIA

 Categories of product consumer could recognise a need

Travel 8

Health and beauty products 27

Household appliances 11

Electronics 13

Clothes 41

0 5 10 15 20 25 30 35 40 45

Figure 11: Categories of product or services consumer could recognize a need

INFERENCE

There are different categories for which consumer their needs based on their friend activity on

social networking sites. As shown in the figure 11, 41% consumes ranked clothes as their firs

category, followed by health and beauty products (27%), Electronic products (13%), Household

appliances (11%) and travel services (8%).

4.4 INFORMATION SEARCH

4.4.1 DO CONSUMER USE SOCIAL MEDIA FOR GETTING

INFORMATION ABOUT THE PRODUCTS/SERVICES/BRAND?

 Consumer use social media for getting information
about product/services

26

Yes
No

74

Figure 12: Consumer use social media for getting information about product

INFERENCE

As shown in the figure 12, 74% of the consumers use social media for getting information about

the products/services in contrast only 26% don’t use social media for getting information.

4.4.2 SOCIAL MEDIA TOOLS USED TO OBTAIN INFORMATION

ABOUT PRODUCTS/SERVICES/BRANDS
 Social media tools used to obtain information

Social network 39

Multimedia sharing 11

Blogs 8

Review sites 42

0 5 10 15 20 25 30 35 40 45

Figure 13: Social media tools used to obtain information

INFERENCE

The study revealed that consumer use different social media types for obtaining information

about product/services/brand. As shown in the figure 13, review site (42%) and social

networking sites (39%) are most popular types followed by multimedia sharing (11%) and Blogs

(8%).

4.5 EVALUATION OF ALTERNATIVES

4.5.1 USE OF SOCIAL MEDIA TO COMPARE PRODUCTS/ SERVICES/

BRANDS
 Use of social media to compare products

32

Yes

68 No

Figure 14: Use of social media to compare products and services

INFERENCE

As shown in the figure 68% of the consumers use social media to compare the products and

service and in contrast 32% of the consumers do not use the social media to compare the

products and services.

4.5.2 LIKELIHOOD TO SEEK OPINIONS ON SOCIAL MEDIA BEFORE

MAKING PURCHASE DECISSION

 60

53
50

40

30 To friends
To people you don’t know
24
20

13
10
8

2
0
Never Rarely Sometimes Frequently Always

Figure 15: LIKELIHOOD TO SEEK OPINIONS ON SOCIAL MEDIA BEFORE

MAKING PURCHASE DECISSION

INFERENCE

As shown in the figure 15, 53% of the consumers never seek opinions from the people they don’t

know before making purchase whereas 31% of the consumers sometimes seek their friends

opinion before making purchase decision.

4.5.3 TRUST LEVELS IN FRIENDS REVIEWS AND COMMENTS ABOUT

PRODUCT/ SERVICES/ BRANDS ON SOCIAL MEDIA

 Trust level on friend reviews and comments
45
39
40
35
31
30
25 22
20 17
15
11
10
5
0
Strongly disagree Disagree Neither disagree Agree Strongly agree
nor agree

Figure 16: Trust levels in friends reviews and comments about product/ services/ brands on

social media

INFERENCE

As shown in the figure 16, 39% of the respondent agrees with the statement that they trust the

reviews and comments on products or services in social media and 11% disagree with the above

statement.

4.5.4 IMPACT OF POSITIVE AND NEGATIVE REVIEWS AND

COMMENTS ON SOCIAL MEDIA ON PURCHASE DECISSION

 Positive review

13
12 9 Strongly disagree
Disagree
41 25
Neither agree nor disagree
Agree
Strongly agree

Figure 17: Impact of positive reviews on purchase decision

Negative review

2
12 4
16
Strongly disagree
Disagree
Neither agree nor disagree
Agree
66
Strongly agree

Figure 18: Impact of negative reviews on purchase decision

INFERENCE

As shown in the figure17 and 18, 41% of the respondents agree with the statement that positive

reviews on social networking sites impact on their purchasing decision while 66% also agrees

that negative review also impact in their purchasing decision. So, the study revealed that most of

the consumers prefers the products which have positive reviews and comments on it.

4.6 PURCHASING DECISSION

4.6.1 LIKELIHOOD TO PURCHASE AFTER READING A POSITIVE ABD

NEGATIVE REVIEWS ON SOCIAL MEDIA

1
Always
2

3
Frequently
13

14 Negative review
Sometimes
51
Positive review

54
Rarely
31

28
Never
3

0 10 20 30 40 50 60

Figure 19: Likelihood to purchase after reading reviews on social media

INFERENCE
As shown in the figure19, 51% of the respondents said they they sometimes purchased after

reading positive reviews ion social media against 14% after reading negative review. Only 13%

says that they will frequently purchase after reading positive reviews while 3% after reading

negative reviews. 31% of the respondents said that they will rarely purchase after reading

positive reviews while 54% rarely purchase after reading negative reviews on social media.

4.6.2 LIKELIHOOD TO PURCHASE AFTER CLICKING A ADD ON

SOCIAL MEDIA SITES

Likelihood to purchase after clicking a add

2 6
15

Always
Most often
Sometimes
35 Rarely
Never
33

Figure 20: Likelihood to purchase after clicking a add on social media sites

INFERENCE
From the figure 20, it shows that 35% of the respondents sometimes purchase a product after

clicking a advertisement on social media, 33% rarely purchased, 15% never purchased, 6% most

often purchased and only 2% always purchased the product.

4.7 POST PURCHASE DECISSION

4.7.1 LIKELIHOOD TO WRITE OR RATE ON SOCIAL MEDIA AFTER

THE PUCHASE

60 51
50
40
30 27

20 18
10
0 3
2
Never
Rarely
Sometimes
Frequently
Always

Figure 21: Likelihood to write or rate on social media after the purchase

INFERENCE
Figure 21 revealed that the most of the respondents (51%) never rate or write a review about the

product or services after the purchase, 27% rarely write or rate their experiences, 18% sometimes

write their review and only 2% always write the review after the purchase.

4.7.2 LIKELIHOOD TO SHARE OPINIONS AND THEIR EXPERIENCE

ABOUT PRODUCTS WITH FRIENDS AFTER A PURCHASE

35
33
31
30
27
26
25
23
20 20
19
18 When satisfied
15 When not satisfiede

10

5
2
1
0
Never Rarely Sometimes Frequently Always

Table 23: Likelihood to share opinions and experience with friends after a purchase

INFERENCE

As shown in the figure23, 27% of the respondents said they sometimes share their experience

about product after purchase when satisfied against 26%when not satisfied. 19% says that they

will frequently share experiences when satisfied while 3%when not satified. 23% of the
respondents said that they will rarely share experience when satisfied while 29% rarely share

when they are not satisfied.

4.7.3 HOW MANY TIMES YOU HAVE POSTED GRIEVANCE/

COMPLAINTS ON THE WEBSITE OR SECIAL NETWORLING SITES?

42
Always
58 Sometimes
Never

Figure 24: How many times you have posted grievance/complaints on the website or social

networking sites?

INFERENCE

The study revealed that among all the respondents majority of the respondents (58%) sometimes

post grievances or complaints after the purchase while in against 42% of the respondents never

post any complaints about the product or services.

 CHAPTER – 5

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

1. Majority of the respondents are females (56%)

2. It has been observed that among the entire respondents majority (43%) of the respondents

belongs to the age group of 22-26 years.

3. It has been found that 72% of the respondents are using social media for more than 2 years.

4. 43% of the respondents are using social media 2-3 hours in a day.

5. It has been found that most preferred social media tools among the respondents are Whatsapp

followed by Instagram.

6. It has been found that majority of the respondents are using social media for connecting with

friends and families and only 9% of the respondents are use it for exchanging view about the

product and services.

7. 74 % of the respondents are following brands on social media and the reason behind following

a brand on social media is to get different information about the brand.

8. It has been found that 46% of the respondents agrees that they recognise a need by seeing their

friends displaying or talking about a product on social media and mostly they recognise need for

clothing products.
9. It has been found that 74% of the respondents use social media for getting information about

product or services and among all the social media tools review sites is most preferred one for

getting information.

10. It has been found that 68% of the respondents use social media to compare the products and

services.

11. It has been found that 31% of the respondents sometimes seeks their friends opinions on

social media before the purchase and 19% never take any opinions from the people they don’t

know in social media.

12. Among all the respondents 39% of the respondents trust the reviews posted by friends on

social media for a particular product.

13. 41% of the respondents agrees that the positive review on a product influence their

purchasing decision.

14. It has been found that 51% of the respondents sometimes purchase after reading a positive

review on social media and 54% rarely purchase after reading a negative review on social media.

15. It has been found that 35% of the respondents sometimes purchase after clicking a add on

social media sites.

16. It has been found that majority of the respondents (51%) never write a review on social

media after the purchase and only 2% of the respondents always write reviews on social media.

17. It has been found that 31% of the respondents share their opinions about the product when

they are satisfied and 33% share it when they are not satisfied.
18. It has been found that majority of the respondents sometimes registered a complaint or

grievance on social media sites and 42% of the respondent never registered a complain.

5.2 SUGGESTIONS

1. The findings of the study revealed the key role of the social media in influencing the student’s

behaviour at the pre-purchase stage. Businesses should focus on marketing their product through

social media so as to target the youth. The major social media platforms that they should focus

their marketing strategies are instagram, whatsapp and youtube.

2. Satisfying advertisement on social media should be increased so that consumers develop a

positive image towards the products. Companies should ensure that they should use social media

platform that are interactive so that consumers can communicate with them.

3. Businesses should respond all the query of the customer quickly so that the customer become

more satisfied and they use the social media page of the business more frequently.

4. Feedbacks on social media should be taken as seriously as this will measure the post purchase

behaviour of consumer and also measure the consumer’s satisfaction as well as dissatisfaction

level.
5.3 CONCLUSION

Toward the finish of this research, it is recommended that internet based life got especially

notoriety in a decade ago and its clients are expanding in all respects quickly. Presently ordinary

citizens are utilizing Facebook, YouTube, WhatsApp and other media for reason of excitement

and socialization as well as for business contact. There are various social sites which give stage

and chance to a huge number of individuals over the globe to convey in less expensive, quicker

and simple way. Consequently, generally individuals visit informal organizations all around

much of the time and get associated with one another. Alongside people client, presently

advertisers, makers, merchants and organizations are utilizing internet based life to advance their

items, urging purchaser to purchase their items, expanding brand mindfulness, brand reliability,

brand trust and at last boost their benefits. Organizations additionally getting criticism from

buyer on the web and after that build up their promoting blend appropriately.

This study is significant, as it essentially adding to comprehend that how web based life effect on

decisions, frame of mind and conduct of buying and purchasing choice of students of Mizoram

University. In addition, to see all the more profoundly, comparison has been made among male

and female purchasers. Comparison has appeared there is contrast in use example of online life

among people, it might be because of their diverse way of life and expectation for everyday

comforts.
At last, it is proposed that advertising supervisor ought to receive progressed advanced

showcasing devices utilizing web-based social networking to pull in their potential clients, as

these strategies are shabby, snappy and viable as contrast with out-dated promoting systems.