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Unit 35 Research Project UK College of Business and Computing


In order to get effective success and growth in the competitive business environment, it is very important for corporation to keep customer satisfy. If buyers are happy with product and services then company can easily earn expected profitability and growth in the market. Hence, it is very important for corporation to understand customer behaviour and their requirement regrading product and services. It is also very important to deliver right information to them about services and items so as they can acquire correct information about the brand and purchase product and services according to their requirement (Beard, 2014). At the time of purchasing the commodity, several kinds of element affects customer behaviour and decision of purchasing. Thus, it is significant for organisation to understand customer behaviour and associated factors that may changes their nature f purchasing. Corporation can use several strategies and practices of effective marketing through which it can promote its brand in more effective manner. With help of impressive strategies business unit can successfully introduce its brand and influence customer for purchasing product and services.

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Social media marketing is one of the excellent practice in present era by which company can promote and advertise commodity and services in more effective way. It is the platform where customer and corporation get connects with each other and share their information with each other. There are several channel's comes in the social media platforms such as You tube, Facebook, Twitter etc. With help of these channels, company can promote and advertise their product and services in the market and influence customers regarding their purchasing decision of commodities and services.

In the present report, researcher have major aim is to evaluate the influence of social media on the purchase behaviour of customers in the retail sector. Thus, for address this purpose scholar will use qualitative research technique along with thematic analysis.

Research Aim

To evaluate the influence of social media on the purchase behaviour of consumers in the retail sector of UK- A study on Tesco.

Research Objective

  • To determine the use of social media in Tesco for promoting goods and services.
  • To assess the relationship between social media and purchase behaviour of customers in Tesco.
  • To analyse the way in which social media advertising impacts upon the buying decision of Tesco’s customers.
  • To recommend effective strategies of social media marketing to Tesco to positively influence the decisions taken up by the customers while buying goods.

Research Question

  • How Tesco uses social media to promote its goods and services?
  • What is the relationship between social media and buying behaviours of Tesco’s consumers?
  • How social media marketing done by Tesco impacts upon the purchase decisions of their consumers?

Rationale of the study

At the time of selecting research topic for proposed report, scholar have affected by several elements. One of the major factor that affects researcher choice is his own interest and curiosity regarding social media marketing and its impact upon customer decision making related to product and services. Scholar actually desires to gain detail knowledge and understanding about subject because individual has involved in this from long time. Researcher has sufficient information related to social media marketing and its impact upon the business organisation and customer buying behaviour.

Significance of the study

In the current research study, researcher have main aim is to examine the impact of social media on purchasing decision of customer in the Retail sector UK. With help of social media, company can easily promote and advertise its product and services in the market and influence customers for purchasing it. There is a huge scope of the social media in the retail sector because it helps to improve business performance and speed of marketing activities. This research study provides the detail knowledge and understanding about the significance of social media and its impact upon the customer buying behavior and nature. By applying this study in the retail sector manager can easily acknowledge about importance of social media marketing. Furthermore, manager can also identify the various criteria and tactics to influence customer behavior by apply social media marketing strategy within the business. Hence, it can be said that in the retail sector, there is huge importance of social media marketing in the customer buying behavior as social media marketing affects to the decision of customer at the time of purchasing.

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