PROJECT REPORT

(Submitted for the degree of B.Com Honors on Marketing under the University
of the Calcutta).

REGISTRATION NO: 017-2111-1729-17

NAME OF THE COLLEGE: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

CU ROLL NO: 171017-21-0255

UID NO: 0101171578

SUPERVISED BY:-
NAME OF SUPERVISOR:- PROF. SWAPNA SAHA

NAME OF COLLEGE:- THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

“A STUDY ON IMPACT OF SOCIAL
MEDIA MARKETING ON COMPANIES
AND CONSUMERS”
ACKNOWLEDGEMENT:-

My sincere regards to Prof. Swapna Saha who has time and again, ably motivated and guided
me toward the completion of this project work. My humble regards to my supportive parents
who have always been an inspiration to me without whom i would not come so far.
My sincere regards to the University of Calcutta and The Bhawanipur Education Society
College, Department of Commerce, for recognizing me as a suitable candidate and giving me an
opportunity to render my efforts through the Project Work.
SUPERVISOR’S CERTIFICATE:-

This is to certify that Ankit Sarda a student of B.Com (Honours in Marketing) of The
Bhawanipur Education Society College under the University of Calcutta has worked under my
supervision and guidance for his Project Work and prepared a Project Report with the title “A
STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON COMPANIES AND
CONSUMERS’’ which he is submitting, is his genuine and original work to the best of my
knowledge.
STUDENT DECLARATION:-

I hereby declare that the Project Work with the title “IMPACT OF SOCIAL MEDIA
MARKETING ON COMPANIES AND CONSUMERS’’submitted by me for the partial
fulfilment of the degree of BBA Honours in Marketing under the University of Calcutta is my
original work and has not been submitted earlier to any other University /Institution for the
fulfilment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.
Name;- Ankit Sarda
TABLE OF CONTENTS:-
TITLE OF THE PROJECT

CHAPTER I INTRODUCTION TO SOCIAL MEDIA MARKETING

1.1 BACKGROUND OF THE STUDY
1.2 LITERATURE REVIEW
1.3 RESEARCH METHODOLOGY
1.4 OBJECTIVES OF THE STUDY
1.5 LIMITATIONS OF THE STUDY
CHAPTER II. CONCEPTUAL FRAMEWORK
2.1 CONSUMER BEHAVIOR ON PURCHASE DECISION
2.2. CONSUMER PERCEPTION
CHAPTER III PRESENTATION AND ANALYSIS
3.1. FINDING AND ANALYSIS
3.2. MAJOR FINDINGS OF THE STUDY
CHAPTER IV. CONCLUSION AND RECOMMENDATIONS
4.1. RECOMMENDATIONS AND SUGGESTIONS
4.2 CONCLUSIONS
BIBLIOGRAPHY
ANNEXURE

1.1 Background

1.2 Literature Review

1.3 Research Methodology

1.4
ABSTRACT:-
The paper examines the status of social media marketing activities in Nepal in the context of
companies in Nepal and specifically probes into three key areas: use of social media and
influence of social media on customers and customers’ response to social media sites. The study
found constant rise in the use of social media by industry in communicating about product and
price to the target customers. The factor which influences the customers most is the recall factor
of the sought product information and comments and reviews.
The research “Impact of Social Media Marketing by E-Retailing Companies on the Buying
Behaviour of Consumers With Reference to Age Group of 18-40 Years in , Nepal” attempts to
study how e-retailers can leverage social media to penetrate their markets and reach-out to their
customers in a personal and direct manner. The report also discloses the influence of social
media on consumer‘s online buying behavior.
The study investigates the effect of social media marketing in Nepalese consumers purchase
decision by taking 60 observation from Nepal. The study has used quantative research design
descriptive and casual comparative research design has been incorporated in the study. All the
data were collected from primary and secondary data sources. The results are demonstrated with
the help of pie charts and bar diagrams.
CHAPTER 1:-

1.1 INTRODUCTION ON SOCIAL MEDIA MARKETING IN NEPAL:-

In its simplest form, social media marketing is the process of gaining traffic or attention to your
business through social media websites. Social media marketing involves activities like posting
updates, images, videos, and different content that drives audience engagement. For people who
want faster engagement and bigger target audience, social media marketing offers paid social
media advertising too. It is one of the most powerful tools for businesses to reach current and
potential customers. Moreover, it simplifies a problem that traditional platforms like traditional
print ads and TV commercials were never quick to solve.
The growth of social media networks have rivaled. Facebook’s reach in 2019 expanded to over 2
billion, that means 1 in every 4 people on the planet has a Facebook account. In Nepal alone,
Facebook has a reach of 9.8 million, that means 1 in every 3 Nepali person has a Facebook
account. That is just Facebook, the number of platforms are constantly growing with emerging
social media networks like Instagram, LinkedIn and Pinterest. Marketing on social media has the
potential to bring rewards for your business, creating loyal brand advocates and even driving
leads and sales.
The community is growing more and more dependent on social media. An average Internet user
today has more than 7 social media accounts and close to 73% users log in to these accounts
everyday. With such widespread use, social media marketing in Nepal and across the globe is an
irresistible marketing opportunity. All things considered, social media marketing has a broader
definition than simply gaining traffic and attention. Gaining traffic is one of the outcomes of
social media marketing. Social media marketing is more about the entire process of achieving
that result. It is about creating content that is tailored to each platform to drive user engagement
and sharing.
A common misconception prevalent with digital marketing in Nepal is delivering the same
content on all of the platforms. Think about it though, each of these platforms are different. What
works on Facebook, doesn’t work on Quora and vice versa. From blogs, images to videos, each
platform has its own forte. It is critical that your digital marketing strategy accounts for each
platform and customizes content accordingly.
The key tactic for your digital marketing plan to succeed on different platforms is to understand
the term ‘engagement’. The content you create and distribute must be engaging so that people
want to share it. Your content must be intriguing enough to make the user want to tell all of
his/her friends about it. When people share your content, it reaches more people, and more
people translates to more traffic for your business. Social Media Engagement is for targeting the
right customers for your brand. Customers directly interact with your brand online. They
basically like, comment and share your content on social media and your business automatically
grows. Social Media Engagement is for connecting with the customers online and building
healthy relationships with them.The social marketing field has neither realized the importance of
online engagement developed the expertise to carry out effective online social marketing
campaigns. It calls for extensive research on the use of social media as marketing tool and
impact of such marketing on consumer buying behavior.
Trust and perceived security of social media networking plays important role in consumer
purchase decision. There is issue of trust in the social media. The information in social media
must be trust worthy. The problem is that all the information in the social is not true and many
times it is not updated. This creates the issue of trust. If people do not trust the information of the
product in the social media then there is high chance that people will not buy that product. We
can get many information from the social media but the problem is which information is true. So
it is important to gain trust of consumer. The problem is that instead in gaining trust social
media are losing it. Different blogs show fake news which is also problem. So these kinds of
activities may create negative impact on the consumer purchase decision. This is also taken as
problem of social media networking.
1.1. BACKGROUND OF THE STUDY:-

SOCIAL MEDIA MARKETING TOOLS:-

FACEBOOK:-

All of us are probably familiar with the origin of Facebook, there’s even a movie about it. The
site originated from Mark Zuckerberg’s dorm room at Harvard, and when it started in 2004, it
was only available for Harvard University’s students. The founders soon realized the platforms’
potential, which has been available worldwide for everyone since 2006.
Since then, Facebook has risen meteorically. As mentioned earlier, 1 out of every 4 people
around the world have a Facebook account. It also offers marketers the most data and the most
targeted ads. This basically means that you can be as specific as defining your customer down to
the socks he/she’s wearing.
Facebook gives your marketing strategy a lot of freedom. It supports a wide array of content,
from texts, images, videos to newer innovations like instant articles, stories, events, and much
more. What matters the most is how you incorporate your content into the platform as much as
possible. For example, instead of sharing the link to a YouTube video, upload the video to
Facebook itself. Publish your blog as an instant article, feature multiple products and services as
carousel posts. Utilizing all the features of Facebook allows you to reach your audience in
different ways. This will increase engagement and ultimately help you achieve your social media
goals. The most effective way of using all the tools provided by Facebook is through the use of
Business Pages.
Facebook’s most obvious tool for brands is Facebook Pages. Similar to a personal profile, a Page
is the center of information of your brand, regardless if it’s a company, product, service, or even
a celebrity. As you all may already know, Facebook users can “Like” a page and “Follow” it.
This means that they will receive updates from that page in their news feed. But in order to see
the new posts every time they are added, users need to select the option to view posts first.
Otherwise, it’s very likely that they will not see any updates as Facebook wants Pages to ‘boost’
posts (spend money) for more visibility and reach. It can be a good idea to encourage your
audience to follow you and see your posts first. It’s a difficult proposition, yet it could help you
potentially save money in the long run.
INSTAGRAM:-

As the fastest growing social media platform, Instagram’s meteoric rise prompted Facebook to
purchase the platform in 2012. The platform reached 1 billion active monthly users in 2018, and
still hasn’t looked back. Today, more than 25 million businesses use the platform to capture
attention, incite interest, create desire, and compel action. Instagram is and was always about
pictures. Out of all of the big networks, Instagram has the highest engagement rate. Liking a post
on Instagram is incredibly easy (you just double tap on a picture as you scroll through your feed)
and people tend to do it more on Instagram than on Twitter or Facebook. More recently,
Instagram is also treading on establishing a video platform with the launch of IGTV.
Since Facebook purchased Instagram, you can use the Business Manager platform for Instagram
as well. Simultaneous campaigns on Instagram and Facebook have yielded incredible results, and
is something that should definitely be a strategy for your social media marketing in Nepal.
Succeeding with Instagram Marketing in Nepal takes more than publishing attractive images – it
requires thoughtful strategy, well-defined brand identity with visual creativity and effective
community management. “Instagram is easy, you just post pictures.”As a digital marketing
agency in Nepal, we’ve heard this countless times. The simplistic nature of the platform often
leads businesses to undermine its capabilities as part of social media marketing strategy.
However, content is the core of Instagram. If you do not have a concrete plan and structure, your
Instagram account might never take off. Here’s how you can develop a solid content strategy for
your Instagram page:
Review your objectives and determine what aspects of your brand to showcase in your Instagram
content. Products, services, team members and culture all offer rich potential for subject matter
over time. Your content themes should align not only through your brand voice, but also
showcase it visually.For example, Warsteiner consistently uses similar visuals to help tell a
better story on Instagram. Using themes and colorful content; can successfully highlight the 
product and increase interactions., Instagram posts with faces generate 38% more likes than
those without. Building content themes around what you know works, and is essential to the
success of the brand.
LINKEDIN:-

LinkedIn is older than Facebook. Founded in 2002, LinkedIn’s growth never exploded like
Facebook’s. However, they’ve been around for 17 years and have grown to over 590 million
members. LinkedIn is not just about who you know, but about who your connections know. It
has grown from a platform for jobseekers, to an immense content platform. People share status
updates, articles, and interact with each other within a business or professional context. LinkedIn
is the #1 channel B2B marketers use to distribute content at 94%.LinkedIn has made huge
updates to Groups, rolled out native video functionality for company pages, launched a Vimeo
integration, and have even started dipping their toes into Stories.
Since the platform primarily comprises working professionals and/or students, 61 million
LinkedIn users are senior level influencers, and 40 million are in decision-making positions.
What this means for you and your brand is that it provides you with a pre-filtered target
audience. A pool of like-minded business professionals, with a higher intellect that could
instantly connect with your content leading. Linkedin is even more relevant for social media
marketing in Nepal, as very few brands are active on the platform. With almost 5,40,000 Nepali
users on LinkedIn, it is an excellent platform to establish your brand.
According to LinkedIn, businesses that post at least once per month have been shown to gain
followers 6X faster than those that don’t. LinkedIn is a professional platform that specializes in
business articles and blogs. However, you still need to make your content stand out from the
crowd—and text-only posts are not the way to do that. LinkedIn figures show that posts with an
image included receive 98 percent more comments.
If YouTube is also part of your social media marketing in Nepal, try linking those youtube
videos from your LinkedIn posts. While other social channels require you to upload native
videos for autoplay, on LinkedIn, YouTube videos play automatically in the news feed, and can
generate a 75 percent higher share rate.
LinkedIn has exceptional targeting capabilities that allow you to make strategic decisions about
incorporating LinkedIn ads. LinkedIn offers a variety of self-service advertising options.
YOUTUBE:-

YouTube is a conundrum – it is an amazing mix between a social media platform and a search
engine. Touted as the world’s second largest search engine, it is an excellent platform for social
media marketing in Nepal. It is a valuable opportunity for marketers to get their brands and
organizations discovered and to connect via video. The fact that YouTube is such a hugely
popular platform also means that there is a lot of competition. According to Statista, as of
2019, 500 hours of video are uploaded to YouTube every minute. With more than 50 million
content creators churning out videos on a regular basis, your content has to stand out if you want
to succeed with social media marketing in Nepal.
Another obstacle for businesses is that the audience on YouTube aren’t very welcoming to
advertisements. You have to come up with innovative ways to promote your brand while
entertaining the audience. The biggest reason businesses are avoiding YouTube in their social
media strategy is that they simply don’t have enough understanding of how to produce video
content. Creating video content tailored for YouTube isn’t difficult, nor does it require a huge
budget. As part of social media marketing in Nepal, using the YouTube platform is all about
having a well thought-out strategy. Here are a few tips that might help you
If you want to be successful with social media marketing in Nepal, it is extremely important that
you do plenty of research. You have to produce content that relates to your audience, and diving
headfirst into video content without any research isn’t the brightest idea. The first step towards
developing your YouTube marketing strategy is to analyze what your competitors are doing,
YouTube is undoubtedly an important part of social media marketing in Nepal. The reach and
impact it has is almost unparalleled. Keep in mind that none of these strategies will be effective
in helping you build your YouTube presence unless you’re producing great content. Put in the
time and effort to create videos that really speak to your audience and niche, and you’ll be well
on your way to the top.
1.2 . LITERATURE REVIEW:-

The basic essence of this research work is to study the impact of social media marketing on
buying behavior of online shoppers. It is of vital importance to study and analyze the fact that
social media can play a significant role in shaping consumer perceptions and hence ultimately
influencing the buying decision process of consumer. In order to have a thorough understanding
of the work done in this field the research work of various Indian and international scholars and
writers has been studied and reviewed.

1.Garima Gupta (2013) in the research paper ―Assessing the Influence of Social Media on
Consumer‘s Purchase Intentions‖ has made an attempt to determine the impact of social media
on product evaluation and the resulting decision-making process of consumers. The results are
supportive of the fact that social media does affect purchase intentions. More specifically, there
is a positive and strong impact of three factors namely peer communication, perceived product
informativeness and the level of product involvement on consumers purchase intentions in the
context of social media. The author concludes that as the products offered online cannot be
examined, perceived information on social media and its spread through communication among
peer groups facilitates consumer‘s evaluation and purchase related decision.

2. A study has been conducted on social networking sites like Facebook, Twitter and Orkut by
authors P. Sri Jothi, M. Neelamalar and R. Shakthi Prasad (March 2011) in their research
paper ―Analysis of social networking strategy Jiyoung Cha (2009) in research work
―Shopping on Social networking websites ; Attitudes toward real versus virtual items‖
explored factors affecting the shopping attitude on social networking site. The study is based on
two types of products which are present on social networking sites: Real products and Virtual
products. The study reveals that usefulness, age, ease of use, security and fit play a significant
role in determining the attitude for shopping real products. On the other hand gender, social
networking site0 experience, ease of use and fit influence the attitudes for shopping virtual
products. in developing brand communication‖, with the primary objective of determining the
effectiveness of brand communication strategy in advertising products and promoting brands on
social networking sites. The various reasons for social media being a widely used platform, for
advertising compared to the other traditional advertising mediums have been discussed. The
various ways that are being provided by social media platform for its users to communicate with
each other and interact with the brand are discussed like chat, messaging, video, email, voice
chat, file-sharing, blogging and discussion groups. It was found that the interaction is more in the
display banner advertisements in Facebook and Orkut. Every Social networking site has a unique
communication strategy and user interaction. Face book promote and allows user interactions,
Twitter feeds posts relating the brand and Orkut promote through click ads and promotional
brand pages. Face shows accessibility because of its huge popularity and Twitter gives more
importance to the text. The writers concluded by stating that Social networking sites have the
scope to grow big for highly targeted marketing and advertising. Social networking site presents
enormous opportunities to build the brands and have become a branding hub.
3. The rising significance of Virtual social worlds and how business can use their potentials has
been discussed by Andreas Kaplan and Michael Heinlein (2009) in their research work ―The
fairyland of Second Life : Virtual social worlds and how to use them‖. At the beginning this
study the authors have discussed about the evolution of virtual social worlds and its history.
Followed by how it fits in our time and lastly how they are different from other social media,
such as content communities (e.g. YouTube), social networking sites and blogs (e.g. Facebook),
collaborative projects (e.g. Wikipedia) and virtual game worlds. This study has thrown light on
how
businesses can make use of these virtual social worlds in the field of advertising and
communication, virtual product sales (v-Commerce), human resource, marketing research and
internal process management. Along with it this study has also discussed increasing linkages
between the real and the virtual worlds, enforcement of law and order and transformation of
virtual social business as business hubs or centers of the future.

4. W. Glynn Mangold and David J. Faulds (2009) in Social Media : The new hybrid element
of the promotion mix, argues that Social Media is a hybrid element of the promotion mix
because in a traditional sense it enables companies to talk to their customers, while in a non-
traditional sense it enables customers to talk directly to one another. The writers feel that Social
Media being a hybrid element of the promotional mix, should be incorporated as an integral part
of the company‘s Integrated Marketing Communication (IMC). When Procter and Gamble
(P&G) or General Electric (GE) entered the arena of Social Media, they carefully framed their
communications with the market place in order to consistently reflect their organizational values
and they acknowledge the value of incorporating Social Media into their IMC strategies and
promotional efforts. The second promotion related role of Social media is : customers can use
Social Media to communicate with one another. The organization cannot control the content,
timing, and frequency of the social media based conversations occurring between consumers.
This stands in contrast to the traditional integrated marketing communications paradigm where
organizations have a high degree of control over the customer‘s communication. The Social
Media has profoundly affected all aspects of consumer behavior, and has bestowed consumers
with power they have not previously experienced in the marketplace.
1.3 . RESEARCH METHODOLOGY:-

This Research consists of qualitative and quantitative technique both as through this research we
are going to find out the qualitative aspects of the company as well as the concept that is being
chosen with the help of quantitative tools or statistical toolsAs per the research design is
concerned it’s a combination of exploratory research design and descriptive research design. It is
an exploratory research design because we are going to explore the new dimensions and horizons
through this project and it is also descriptive in nature because we are going to describe every
small information that we have come across. This Research design consists of 30 sample size and
the statistical tool  implemented are graphical data.
SAMPLING SIZE:- The size of the sample is 60.

SAMPLING AREA : The area to be covered for the research will be in Lahan, , Nepal.

SOURCES OF DATA : Both primary and secondary methods will be used for collection of

data. Structured questionnaire comprising different parts will be used for as primary source for

collection of data whereas library research will be used as secondary source for data collection.
WHAT IS PRIMARY DATA AND SECONDARY DATA?

Primary Data : Primary data is the initial data. Data observed directly from first-hand
experience. These are the data which are originated currently with exploration, carried out within
the stipulated period of time. These are fresh data collected in tune with the objective of the
study.
METHOD OF STUDY: Structured questionnaire comprising of multiple choice questions are
used as tool.
 Multiple choice questions makes easier and simple to understand.

Secondary data: These are the data that have already been collected by some other agency or
researcher for the intention of using it for their own use. The source of secondary data being
company's records, distributers, dealers, university etc. These are the data which are already
available and published data.
1.4. OBJECTIVES OF THE STUDY:-

 To determine the importance of social media marketing as a marketing tool.

 To determine the impact of social media marketing on buying behavior of consumers.
 To study the effectiveness of Social Media tools like Facebook, Twitter, LinkedIn,
Youtube etc.
 To determine the consumer buying behavior and the factors on Social media which
influence them to buy a particular product.
1.5 LIMITATIONS OF THE STUDY:-

 The data collected from Kolkata may not be applicable for other parts of nation due to
demographic and socio-cultural diversity.
 The chance of biased response can’t be eliminated though all necessary steps were taken
to avoid the same.
 People were hesitant to disclose true facts.
 Lack of reliable data limits the scope of study.
 Self-reported data is limited by the fact that it can rarely be independently verified
CHAPTER 2. CONCEPTUAL FRAMEWORK:-
2.1 Consumer buying behavior: Consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy their needs and wants. It is also concerned with the
social and economic impacts that purchasing and consumption behavior has on both the
consumer and wider society. Consumer behavior blends elements from psychology,
sociology, social anthropology, marketing and economics, especially behavioral economics.
It examines how emotions, attitudes and preferences affect buying behavior. Characteristics
of individual consumers such as demographics, personality lifestyles and behavioral
variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to
provide referrals, in an attempt to understand people's wants and consumption are all
investigated in formal studies of consumer behavior. The study of consumer behavior also
investigates the influences, on the consumer, from groups such as family, friends, sports,
reference groups, and society in general. Consumer behavior, in its broadest sense, is
concerned with how consumers select and use goods and services. The study of consumer
behavior is concerned with all aspects of purchasing behavior from pre-purchase activities
through to post-purchase consumption and evaluation activities. It is also concerned with all
persons involved, either directly or indirectly, in purchasing decisions and consumption
activities including brand-influencers and opinion leaders.
The purchase decision begins with the problem recognition stage which occurs when the
consumer identifies a need, typically defined as the difference between the consumer's current
state and their desired state. The strength of the need drives the entire decision process.
Information search describes the phase where consumers scan both their internal memory and
external sources for information about products or brands that will potentially satisfy their need.
The aim of the information search is to identify a list of options that represent realistic purchase
options. Throughout the entire process, the consumer engages in a series of mental evaluations
of alternatives, searching for the best value. Towards the end of the evaluation stage, consumers
form a purchase intention, which may or may not translate into an actual product purchase.
Even when consumers decide to proceed with an actual purchase, the decision-process is not
complete until the consumer consumes or experiences the product and engages in a final post
purchase evaluation; a stage in which the purchaser's actual experience of the product is
compared with the expectations formed during the information search and evaluation stages. The
stages of the decision process normally occur in a fixed sequence. However it should be noted
that information search and evaluation can occur throughout the entire decision process,
including post-purchase.

2.2 Consumer Perception refers to the process by which a consumer selects, organise, interprets
information/stimuli input to create a meaningful picture of the brand or the product. It is the three
stage process that translates raw stimuli into meaningful information.
Each individual interprets the meaning of stimulus in a manner consistent with his/her own
unique biases needs and expectation. Three stages of perception are exposure, attention and
interpretation.
In simpler terms, it is how a customer see's a particular brand with whatever he or she has been
able to understand by watching the products, its promotions, feedback etc. It is the image of that
particular brand in the mind of the customer. Consumer Perception is typically affected by
advertising, reviews, public relations, social media, personal experiences and other channels.
Advantages of consumer perception.
 It enables fact based decision making.
 Helps you understand what customers like about your company and why.
 Identifies opportunities for improvement.
 Strengthens your customers relationships
 CHAPTER 3:- PRESENTATION AND ANALYSIS
3.1 FINDINGS AND ANALYSIS

1. Age Group:-

15-25 yrs 25-35 yrs 35-50 yrs 50 & above

9 22 27 2

Age Group
3% 15%

15-25 yrs
25-35 yrs
45% 35-50 yrs
50 and above

37%

ANALYSIS :-
Out of total 60 respondents 9 respondents belong to age group of 15-25 years , 22 respondents
belong to age group of 25-35 years , 27 respondents belong to age group of 35-50 years , 2
respondents belong to age group of 50 and above respectively.

2. Gender :-

Male Female
14 46

Gender
23%

Male
Female

77%

ANALYSIS :-
Out of total 60 respondents 14 respondents are male and 46 respondents are female
respectively.
 3. Occupation:-

Service Business Self Employed Others

27 15 8 10

Occupation
16% 2%

Service
Business
53% Self- Employed
Others

29%

ANALYSIS:-
Out of total respondents 27 respondents are into service sectors , 15 respondents are into
business, 8 respondents are self-employed and 10 respondents are into some other profession
respectively.
 4. Income Group :-
20000-30000 30000-40000 40000-50000 50000 and above
24 8 19 9

Income Group
30

25

20
Income Group
15

10

0
20000-30000 30000-40000 40000-50000 50000 and above

ANALYSIS :-
Out of total respondents 24 respondents fall under the category of 20000-30000 income level , 8
respondents under 30000-40000 income level , 19 respondents fall under 40000-50000 income
level and 9 respondents fall under 50000 and above level respectively.
 5. Do u purchase products from online retailing websites?

Yes No
54 6

Purchasing from online retailing websites

10%

YES
NO

90%

ANALYSIS:-
Among total 60 respondents 54 respondents purchase from online retailing websites and 6
respondents prefer traditional purchase respectively.
6. Which of the following networking site consumers frequently use ?

Facebook Instagram Linkedin Others

30 13 6 11

Social Networking sites frequently in use

facebook
Instagram
Linkedin
Others

ANALYSIS:-
Among total 60 respondents 30 respondents use facebook , 13 respondents use instagram , 6
respondents use linkedin and 11 respondents use some others websites.
7. Do you get attracted by advertisements on Social Media?
Yes No
56 4

Advertisement on Social Media

Yes
No

ANALYSIS:-
Among total 60 respondents 56 respondents are attracted by advertisement on social media
and vice-versa.
 8. How much time do you generally devote on Social Media?

2-4 hrs 5-8 hrs 8-12 hrs More than 12 hrs

18 15 20 7

Time devoted on Social Media

2-4 hrs
5-8 hrs
8-12 hrs
more than 12 hrs

ANALYSIS:-
Out of total 60 respondents, 18 respondents use social media for 2-4 hrs , 15 respondents for 5-8
hrs , 20 respondents for 8-12 hrs , 7 respondents for more than 12 hrs respectively.
 9. Do you read comment and reviews on social media before making actual purchase?
Yes No
50 10

Reading comments and reviews on social media

17%

Yes
No

83%

ANALYSIS:-
Out of 60 respondents 50 respondents read reviews and comments on social media and vice-
versa .
 10. Rating of social media as a mean of marketing tools.

Extremely effective Effective Moderately effective Ineffective

38 13 6 3

38
40
35
30
25
20
15 13
10
5 6
0 3
Extremely effective
Effective
Moderately effective
Ineffective

Rating of social media as a mean of marketing tools.

ANALYSIS:-
Out of 60 respondents 38 respondents found it extremely effective, 13 respondents found it
effective, 6 respondents found it moderately effective and 3 respondents found it ineffective
respectively.
3.2 FINDINGS OF THE STUDY:-

Social media offer affordable opportunities to reach large populations. Additionally, online
campaigns on social media benefit from the persuasive features of interactive multimedia
systems. Social media has become an important aspect in marketing mix and is revolutionizing
the way companies interact with customers. The detailed research in this topic led to certain
conclusions, which are enumerated below:-

 It is found that there is no association between the demographic factors and the effect of
social media marketing on consumers behavior.
 Majority of respondents access internet almost daily they almost spend more than 2 hrs
on social media.
 it has been observed that facebook is the most popular and trusted social networking site
on which respondents find the advertisement attractive, appealing and genuine.
 The quick spread of information, the reviews on social media whether positive or
negative has an lasting effect on perception of consumers about the product.
 Majority of consumers consider social media as an effective means of marketing and its
availability has made consumers more aware about the brands while making purchase
decisions. Hence, from the above we can conclude that finding out the best strategy
which suits your business is very essential for long run.
 Advertisement on social media influence many people to purchase a particular product.
 The frequency of traditional shopping has changed due to online shopping.
CHAPTER 4:- CONCLUSION AND RECOMMENDATIONS

4.1 SUGGESTIONS AND RECCOMMENDATIONS:-

 As social media has a significant impact on consumers buying process, its can be used
by E-retailers as an effective tool of marketing.
 All retailers have a presence on social media so it is important to make advertisements
unique and attractive and customize them as per likes and dislikes of customers.
 As customers visit variety of websites before making purchase decisions, so it is
advisable for the E- retailers to keep track of marketing strategies of competing
companies.
 The retailers must create an account on social sites like facebook and LinkedIn to
increase the sales and awareness of the product as it can be a tool for easy and cheap
marketing.
4.2 CONCLUSION:-

Social media offer affordable opportunities to reach large populations. Additionally, online
campaigns on social media can benefit from the persuasive features of interactive multi-media
systems. Many researchers have considered social media as an effective tool of marketing. Social
media is a phenomenon that has become an important aspect in marketing mix and is
revolutionizing the way companies interact with customers. Therefore this research is significant
to analyze the impact of marketing strategies adopted by E- Retailers. Association between the
social media marketing and buying behavior of consumer proved that marketing via social media
significantly affect the buying behavior of consumers. There is no association between gender
and social media marketing. Also, there is no association between income and effectiveness of
social media. Majority of consumers consider social media as effective means of marketing and
availability of social media has made consumers more informed about brands when making
purchase decisions. It is more as a search engine these days because people trust people rather
than trusting companies. Social media marketing saves money, time and is highly engaging and
seems to be a big thing to hit the whole world. One of the biggest advantages of social media
marketing as opposed to traditional marketing is that the potential customers can be precisely
targeted. All popular sites are into marketing and it can be seen as a good sign of opening the
horizons for a new way of marketing which will be cheaper greener and effective.
BIBLIOGRAPHY:-

 www.slideshare.net
 http://www.wikipedia.org/
 http://www.google.com
 www.twitter140characters.blogspot.in,
 www.facebook.com/notes
 www.press.linkedin.com
 http://www.whatissocialmdiamarketinginNepal.com
ANNEXURE:-

1. Age group of respondents?

 15-25 yrs
 25-35 yrs
 35-50 yrs
 50 and above

2. Gender?
 Male
 Female

3. Occupation of respondents?
 Service
 Self employed
 Business
 Others

4. Income Group of respondents?

 200000-300000
 300000-400000
 400000-500000
 500000 and above

5. Do u purchase from online retailing websites?

 Yes
 No

6. Which social networking sites do u frequently use?

 Facebook
 Linkedln
 Instagram
 Youtube

7. Do u get attracted by the advertisement on Social media?

 Yes
 No

8. Do u read the reviews and comments before making the actual purchase?
 Yes
 No
9. How much time do u generally devote on Social media?
 2-4 hrs
 4-8 hrs
 8-12 hrs
 More than 12 hrs

10. How do u rate social media as a tool of marketing

 Highly effective
 Moderately effective
 Effective
 Ineffective