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Abstract
The social media marketing is a very recent phenomenon in the marketing activities of the business organisation, which refers to the utilisation of the social networking sites for the generation of awareness as well as preference among the customers of a business organisation for the product as well as the brand. The social media is the communication tool that is operated with the help of the electronic devices like the computers, mobile phones and other mobile devices. With the increasing population of the medium as the means of communication as well as sharing audio, textual as well as video information, it has become essential for the business organisation to generate marketing activities in this particular medium. This is done in order to reach the customers of the business organisation of the retail industry in the most effective manner as the social media marketing enables the business organisations to reach the customers in direct manner.
To gain detailed understanding of this particular issue and apply various kinds of methods to identify the problem vividly the researcher has segmented the entire research study in six different chapters. In the first chapter of the dissertation, the researcher has provided the understanding of the aim, objectives, rationale as well as structure of the research study. While in the second chapter, the researcher evaluated the theories, concepts and models relevant to the research issue, which availed generalise understanding of the research issue to the researcher. In the third chapter, of the dissertation, the researcher has identified the appropriate research methodology for the research study, which included positivism research philosophy, deductive research approach, descriptive research design as well as sampling size and sampling technique.
In the following chapter, the researcher has provided the collected primary information in systematic form with the help of tables and charts. In this chapter the researcher has provided the findings as well. In the fifth chapter, the researcher has interpreted and analysed the collected data and findings, which enabled the researcher to gain detailed understanding of the research issue as well as the changes that need to be recommended to the organisation to improve its customer perception with the help of social media.
Finally in the chapter six the researcher has concluded the dissertation by stating the outcome of the research, justifying them with through linking with the objectives and providing recommendation. The researcher through the completion of the study has identified that the organisation needs to improve the skills of the employees of the organisation through training programmes and recruitments to improve the impact of the social medial activities of the organisation in its customer perception.
Acknowledgement:
Through the process of the research, I have been able to improve my analytical skis as well as my observation power, and the research has enriched me in various ways. For the completion of the research, I am thankful to my academic guide Mr. …………………………………… who helped me to complete the research study through valuable guidance and feedback. In addition, I would also like to thank my supervisor Mr. ……………………………………. for continuous guidance during the process of the research study. Finally, I would like to thank the 50 customers and 4 managers of the Morrison Company who participated in the primary data collection process. The continuous encouragement and support of these people have enabled me to complete the research study successfully.
Heartfelt thanks and warmest wishes,
Yours Sincerely,
Chapter 1
Introduction
1.0 Introduction
According to Hayes (2014, pp-54), the effectiveness of social media has been very much significant in this present advanced world. The current chapter reflects that the impact of the sophisticated promotional activities goes on over the internet thus have changed the customers’ perceptions completely. The entire research study will highlight the necessity and the implications of these means of retailing in a relevant manner. The different criteria have their own significances and therefore, the research study will throw lights on those perceived criteria.
1.1 Background of the research study
The idea about the effectiveness of the social media in perceiving conceptions of the customers have been very much indicated in this research study. Thus, Grugulis and Bozkurt (2011, pp-99) implied that there are different aspects of the uses of social media in this advanced world. The necessity of the competitive advantages has been aptly justified. The uses of the internet have been very much impressive in this advanced technological world. Therefore the online social sites also have created much impact upon the customers’ mind. As per Evans (2012, pp-51), the customers get much information from the informative websites according to their relevance. Morrison is a very well known retail shop and it is a UK based company. The online websites of this very company is very much effective upon the customers. The two way communication facilities thus have been very much useful for the customers over the internet.
1.2 Significance of the research
The research study highlights the benefits of the companies while using the social media sites for their promotional activities or to retail online. The customers have been very much sophisticated in this present advanced world and the effectiveness of the internet sites has created much impact upon the customers’ mind. The research study will help in acquiring knowledge about the uses of the social media in enhancing customers’ interests.
1.3 Purpose of the research
The key areas of this research study will indicate how efficiently the social media has created impact upon the customers’ perception. This research study mainly focuses upon the key areas of the effectiveness of the social sites. The usages of internet by the online customers are also going to be reflected throughout the research study.
1.4 Problem statement
Though the sophisticated uses of the internet has been very much active among the customers all over the world, several problem segments are also been highlighted much significantly. In keeping pace with the advanced world, the uses of the latest technicalities have also been very much increased. Most of the people are not aware of the process how to use these technologies. So they fail to browse about the informative websites. Lack of gaining proper knowledge about the relevant information also makes some customers avoid the company’s products. Even the two way communicational systems are not sometimes available which is very much problematic for the customers. Lack of secure reservation systems is also very much inappropriate for the customers.
1.5 Rationale of the research
According to Sweeny and Dillard (2013, pp-54), the internet has been very much popular and widely accepted by the people worldwide. There are few problem segments which are affecting the business entity as well. The customers are not sometimes getting the facility of communicating with the retailers online and thus they are left uninformative about the products they are opting for. Even while transact the money online, the customers are not being assured by the company for delivering any secure reservation system. Therefore, the trust issue may occur while transacting their money online. Even the customers are not getting any informative website where they can get much knowledge about their requirements.
The people worldwide are using the internet for their personal interests and therefore they are using it for getting the information about the aspects relevant to their requirements. in case of online retail shopping, the customers firstly look for the enough information about their expected retail products. The informative websites are thus very much helpful in this. If there are no such informative websites available for customers’ queries, the customers would not be satisfied with the company. even if the customers are not getting any secure reservation system, they will get afraid of providing their card details over the internet.
The issue has been specifically arisen because the world has been very much technically advanced and the uses of the technologies have been created much impact upon gaining customers’ interests. The customers are very much attracted by the sophisticated uses of the promotional advertisement over the online social media sites. Therefore, the competitive scenario is very much visible.
The research study will reflect the effectiveness of the social media upon changing the customers’ perception about the online retailing. Even the research will shed lights on the customers’ needs and the expectations so that the companies can be able to achieve the competitive achievement by satisfying the customers’ queries.
1.6 Research Aim
The aim of this research is to understand the effectiveness of the social media upon customers’ perception. The research study will evaluate the different aspects of the social media and the impact upon customers’ mind in this advanced world.
1.7 Research Objectives
- To understand the effectiveness of social media in creating customer perception in retail sector
- To critically examine the necessity of social media for improving customers’ perception towards online retaining of Morrison company
- To identify the challenges of development of customer perception using social media
- To provide suitable recommendation to Morrison Company for the improvement of customer perception
1.8 Research Questions
- How Social Media has created effectiveness upon the customers’ mind that helps to change the buying behaviour of the customers?
- What are the different types of social media tools that uses by Morrison for customer perception?
- What are the customers’ perceptions about Morrison brand in UK retail sector?
- What are the challenges that faced by Morrison can face while selling products to the customers online?
1.9 Dissertation Structure
Chapter 1: Introduction – discussion about the main research subject matter and the chapter contains of research problem segment, rationales, research aims, objectives, research questions and the significance of the research study.
Chapter 2: Literature Review – the chapter helps in acquiring knowledge about the concept of the given topic and contains of clear analysis with the help of secondary data collection.
Chapter 3: Research Methodology – the chapter reflects the different types of methods that the researcher has used for this very research study. It contains the entire sampling methods, the ethical considerations, accessibility issues and time scheduling methods as well.
Chapter 4: Data Collections and Findings- the chapter includes the SPSS analysis of the collected data and also focuses on the customers’ perceptions about the online retailing and the managers’ discussions as well. The findings are presented aptly.
Chapter 5: Data Interpretation and analysis – the chapter highlights the obtained ideas from the data findings. The analysis is very much helpful for the research recommendations.
Chapter 6: Conclusion and Recommendations – the chapter evaluates the entire research study and the analysis. The objectives are linked with the conclusions and suitable recommendations are presented accordingly.
1.10 Summary
The entire chapter is very much tactful for knowing the exact research topic and also evaluates the research aims. The problem segments are thus helpful to research about the lkey areas that can be significant for the company’s development.
Chapter 2
Review of literature
2.0 Introduction
In the present scenario of UK, retail industry it is necessary to make the proper implementation of the use of social media to enhance the idea of customer perception. In case of the customer perception it is important that social media has to be used in a proper and efficient way. In the present chapter, the idea is to analyse the topic with reference to the theories and the ideologies that already exist. The models and the concepts are used to shed light on the topic relating to the literature. The retail industry of UK has to be efficient in dealing with the perception of the customers. The concepts that exist make use of the ideas to understand the perception of customers in a better way.
2.1 Conceptual Framework
Figure 1: Conceptual framework
(Source: created by the researcher)
2.2 Concept of Social Media
Social media is the place that creates an interaction with people across the world with the help of a network. A network is established with the help of transformation of message and the ideas that may be shared in virtual communities. As per Schmirmund (2010), this helps in enhancing the interaction process between different types of people round the world. Social media is a technological advancement that has made the world a smaller place for transmission of information. There may different views that may be shared along with pictures and videos. In the traditional ways, there were different means of interaction that was formed but social media and the advancement made the way more effective.
Different companies use social media these days for the purpose of:
Tactics – There are different types of ways that may be, used or fostered to know about the version about people. In society, there are changes that are taking place with every moment and this needs social network (Meehan, 2010, pp. 148). It is through social networks that most of the changed information could be passed on.
Engagement– The network that is formed on the social media sites works as a process of enhancing the engagement process. The ones, who are best, will gain better value and there is, an interaction process that continues efficiently. A close-knit interaction is formed with the engagement process on the social world.
Measurement– Social media acts as the process of understanding the sale process and the measurement of the same. Most of the companies used this medium to know more about the perception of the customers and based on this there are values that are created. Companies analyse this measurement with the popularity on internet to analyse their products.
Tools – Social network acts as a way or method through which companies could reach their prospective customers. There is a way in which it could be used to reach the customers and make use of it as a medium to interact with the clients. Most of the use of social media these days is to understand the perception of the customers and based on it to interact with them effectively (Humphreys, 2010, pp. 122).
Strategies – It is used to make the customers aware of the products that have been launched. This is also used to understand the perception of the customers and make use of the strategies to know about the demands of the customers. The method of promotion plays a key role in the strategies that are to be maintained in the company policies.
2.2.1 Different tools in social media
There may be different tools in social media that may be used to interact with the customers in a positive way. They are:
Social networking sites– Most of the social networking sites are used these days in order to connect to the customers effectively. There are sites like that of Facebook, twitter and other that are used to interact with the customers. According to Dunham (2010, pp. 129), customers are having the idea of social media that may be used to enhance their own perception. There may be community pages that are there in the sites that make use for the ideas to help in understanding the demands of the customers. There are community pages that are created by well-known companies that make use to let know the prospective customers about the specification of the products. This is also to know about the products that are newly launched in the market.
Blogs– Micro blogs are the ideas that are there in the recent day where people can interact with the help of comments that are posted. Apart from this, other means like that of information are published on the blogs that can be used to know about the products and the views that users are offering. Lockwood (2010, pp. 277) argued that blogs are the spaces that are used to convey the idea of anything that is related to the product of the customers along with pictures. There may be videos that are also there in the blogs that can help in throwing light on the company and the products. It is an informal way in which the interaction takes place. This makes the idea of the customers more clear and evident regarding the brands and the companies.
Websites– Company websites are the areas that are important for any customer to access the ideas and the products that are launched by any company. There are details of the products that are given for the customers to know about the same at any point of time. The websites are important to know about the details that are there regarding any products. As per Marion et al. (2014, pp. 258), there are pictures that may be given for the customers of the website visitors to know in a better way. It is important to know about another important thing that is customers make their perception with the appearance of the websites. There may be online buying options that are given by various companies. This makes the buying for the customers feasible.
Live chat– This is the option that has been recently started by most of the well-known companies. There is direct customer support that is given to the customers with reference to the queries that they may have. In case of live chat, there are executives who are helping the customers for any types of assistance or buying decisions. Most of the companies have the service where customers can interact any time of the day according to the convenience. The executives try to solve the problem with the help of chat.
Publish– Most of the details that are there in the online methods help in creating the awareness within the customers due to the publish that are there. Any websites or blogs have the published version that may be from the company directly (Jeong, 2014, pp. 144). This makes the entire process legal and so there has to be true information that is passed. This type of, information is not passed on by any people and so due to the formal nature customers can rely.
2.3 Customer perception in Retail market
There is a usual perception that is there in the minds of the customers in case of retail market. They think that when there is a well known retail market or company there has to be a number of options that may be delivered to them. However, in such cases one thing has to be kept in mind that most of the customers are satisfies only when there is less of completion in the market. With the idea of higher competition there has to be a number ways to influence the customers effectively. For this purpose the retail store, have to look out for few things:
Service– Customers have to be satisfied with the idea of retail market. It is because of this that there has to be a number of ways that has to be taken care of by the company. The company or the brands in this case have to fulfil the expectations of the customers with efficient service. Zarrella (2010, pp. 106) argued that the service has to be that most of the problems or the queries that the customers are having has to be dealt with perfect ease. This includes the fact that most of the products have to be of recent manufacturing and the quality has to be retained. Services have to be prompt for the customers, as they want easy solution to any problem. Apart from this employee, training has to be up to the expectation, as this will ensure perfect service from the company or the brand.
Pricing – The pricing strategy of the retail stores have to with reference to the other retail stores in the market. The competition in the market has to be such that there may be customer satisfaction with respect to the penetration pricing strategy. However, the exclusivity has to be maintained within best price strategy. This makes customers loyal to a brand, as they are more interested in brand that offers best price for unique items. At times, there may be discounts that may be offered to the customers that help in creating the idea of privilege in their mind. There is an idea that is attached to psychological pricing strategies that may be related to the products. Customers in this case have an image of the product within the price that they are paying. In such cases there has to be a balanced pricing that is to be done.
In store ambiance– Any retail store in the market has to be perfect with the surrounding and the ambience that is created in the mind of the customers. Galitz (2009) argued that there is preconceived idea or expectation that a customer attaches to the stores. Most of the stores have to be sorted so that the idea that is there in the mind of the customers is met efficiently. The decor and the environment have to be such that customers of all ages could relate to the same, as there may be ideas with respect to that. All the products have to be placed in different sectors that make the idea and the finding for the customers perfect. Process has to be clearly mentioned that is the basic requirement of the customers. The ambiance has to such that even kids could be taken. The interaction of the employees in such cases has to be perfect. In any problem, the help of the employees have to be perfect for the customers. This makes the customers happy as the service is as per their pre thought perception.
Technological advancements– Most of the customers these days want to have a proper interaction with the company with the help of technology. Technology is such cases play a vital role, as there is close connection and relationship management that is established with the process. Technology advancement means that customers want handy information through mediums like Whatsapp, Facebook, SMS and such other ways. Taura and Nagai (2011, pp. 288), opines that this makes the information reach the customers within a very limited time. Customers can access the information at any point of time. Apart from this most of the service that can be received through phone calls or the support of the customer, care is also essential to create in the market. The retail stores in such cases are technologically advanced to meet the expectation of the customers in the competition.
(Source: Galitz, 2009, pp. 136)
2.3.1 Online Consumer behaviour
The end behaviour of the customers is largely based on the experience that they have retained form their prior buying experience. Online customers want a service that is easy to carry out and feasible in case of payment. According to Fuchs (2010, pp. 430), the selection process has to be easy so that customers of any age can select and place their order confidently. However, few elements may be there is case of customer retention and the behaviour that they show:
Consumer characteristics– Most of the customers are have their buying decisions based on the values that they have retained till date. Other than that, there are beliefs that are important. Demography or the geographical location plays a key role in the ideas and the buying decisions of the customers. Environmental and individual characteristics are very important in this case. Schramm (2013, pp. 362) argued and said that location is the prime difference along with culture as there is a wide difference in different countries. The services that are offered in different location might also differ as the attitude of the customers differs a lot. The motivation has to be different based difference in the environment.
Environmental Influences– Most of the ideas that are retained by customers in case of buying behaviour has to be the ones that are social and the preference that is gained from the media. Mass media play a dominant role in this case along with the cultural traits that are there in the minds of the customers. A framework is there in case of environmental influence that helps in retaining the customers in a different way (Crawford and Gillespie, 2014, pp. 345).
Service characteristics– This is the idea that is there in the minds of the customers when they are purchasing online. The basic premises that they look out for is that of the product, the quality of the product, tangibility of the product, frequency of the product, demand and so on. As per Dewing (2010, pp. 496) these factors help in creating an image in the minds of the customers regarding their buying decisions. Differentiation of price is another important thing that is ensured in the minds of the customers and they buy according to that.
Medium characteristics– The feasibility of the navigation that is brought in case of medium of interaction is very important in this case. The reliability and the security that is brought in the latest technological development is analysed for the buying process. Customers are inclined towards buying online or are influenced online only when they think the transaction would be secured (Bracard, 2010, pp. 378). Network speed and the accessibility of the internet is a major issue that may be faced in case of medium through which ideas are transferred.
(Source: Bracard, 2010, pp. 377)
2.4 Disconfirmation Theory Model
A direct alignment is formed with the help of technological usage along with the performance and satisfaction. If there is any disconfirmation then this leads to affecting the satisfaction of the customers. The expectations that are there in the perception of the customer gets affected when there is a gap in the received service. According to Brown (2010, pp. 133), the model discusses about the negative growth that is in the ideas of the customers and the additional element that is required is performance. In any company the customer, perception is changed of influenced largely with the service that is received. The attributes that are related to the post buying belief has to be positive in the minds of the customers. The gap that is created with the expected service and the one that is received creates a new paradigm for the company to try to omit the gap as much as possible. The data that are collected in the feedback or the surveys that are carried out helps in creating the ideology in the mind of the customers. Customer behaviour and perception are largely responsible with this attitude.
There is a direct link that is established that is expectation and perceived performance both are relating to the disconfirmation and this is turn is relating to satisfaction and the repeat buying process of the customers (Davies, 2010, pp. 308). If customers are satisfied with their prior experience, they make it a point to buy again. The perceptions of the customers are changed to positive ideas with the repeat buying process.
Bingham and Conner (2010, pp. 156) argued it is important to understand that there is a basic difference between the operational beliefs and the ones that are modified. The mediating role of the positive experience of the customers is the driving force, which leads to assimilation of positive effects. The asymmetric relationship gives the idea that there is a wide difference between the positive perception and the negative perception. Performance is the idea that is related to the effective ideas of the technological advancements. Performance is related to current belief and not projected belief. This is essentially because of the fact that there are certain constraints that help in creating a perception and certain unavoidable situation that does not support perception.
2.5 The impact of WOM through social media site
Word of mouth has evolved in a new formation in the digital age. Hung and Wong (2012, pp-20) stated that online communities can be very effective in shaping the4 perception of the customers. The customer centric business retails can use these communities as an effective weapon for marketing and domination. Invent of digital era leverages the power of word of mouth platform for the business. Brand and marketing are relatively new concept in the age of word of mouth platform. People generally discussed about the product and services of a particular retail or sometimes seeks advice from other people. However, in the viewpoint of Han and Ryu (2009, pp-487), the opinions in the social media chatting helps or influences the perceived notion of a customer about a product. Moreover, in social media, the edge and scope of marketing resonance is much larger. Word of mouth gets a positive support in social media because the discussion is more subjective and free of bias. Goodwin (2012, pp-79) pointed out that the discussion in the social media helps to shape individual customer experience or brand experience or customer service satisfaction etcetera.
In the digital age, the message at social media can travel very fast and a large number of people can be aware of the message within a short time. The real time nature of social media plays an effective role in shaping the customers’ influence. Goodwin (2012, pp-240) addressed that business needs to engage into social media platform because they need to listen and gather experience about what the customers are talking about them and the situations of the competitors. The social media tends to be a huge source of information for the customers as the data are reliable and free from bias.
Ellis and Levy (2009, pp-146) stated that brand advocacy is the greatest result that can be achieved by the proper social media word of mouth platform. The customer perception is going beyond the possibilities and imagination of a business by this way. Humphreys (2013) described word of mouth as the story telling process and suggested that the people are often discussing about brand-perceived notion-brand performance. In a broader sense, word of mouth in the social media is influencing the customer perception in following ways-
- Marketing and monitoring takes place at the same time
- The message is fast and transcends the geographical distance
- Direct engagement with the company regarding brand and product related discussion
- Setting up of new communication strategies
- Messages are tend to be free of bias
- The people can be influential more than the marketing authorities
Customer perception about the retail marketing is basically shaped by blog marketing, vial marketing and referral marketing. It can be assumed that the people can be influenced more, when the near ones talked about the positive side of the company. It has a direct impact over the buying behaviour of the customers. A study showed that in at least 26% customers started to use retail shopping habit only after influenced by the friends and relative. Customer perception has been directly linked here with the own imagination and other confirmation or disconfirmation. Whenever, own imagination is supported by others’ strong confirmation, a resonance occurs automatically into the customers’ mind. Moreover, the confirmation leverages the global marketing effort of the company.
2.6: Theory of knowledge in the perception
Kim (2014, pp-56) proposed that particular knowledge and experience about the company \and product is the source of a positive or negative perception. According to knowledge theory information is the first material before organizing a perception. The information is the basic source of how the customer thinks about a retail company. They experience all the physical attribute of the product or the brand before consumption and structure a reality about the brand. However, Kimmel and Kitchen (2013, pp-4) argued that this type of reality is known as naive realism, which is only a fragmented view about the product of the retail.
In real cases, the perception is much more complex in nature. Kimmel and Kitchen (2013, pp-118) argued that forming perception is the way of developing a viewpoint by adhering materials from all the sources. The physical attributes of the product certainly reflects some of the knowledge about the product but in the modern world, further knowledge is shaped by external experiences and previous retail experiences. It may appear that these two experiences may be different and exactly opposite to each other. Now, the perception of the product is termed as representative realism (McCurdy, 2012, pp-244). Representative realism suggests that perception is not a passive process and customers just do not receive the information about the product from single source. They are choosier in nature before forming an perception. The gathering and sharing of external experiences make the customers to active knowledge seeker.
2.7: Single channel model of perception
Perception is formed after the attention for a particular product is occurred. Broadbent proposed the single channel model, where he showed the information processing as the most important variable for forming perceptions. The theorist proposed that, customers pay attention only one channel of information in a single time. However, it is up to customers, which particular channel he select yes to acquire information. (Motwani, D. (2012, pp-245) stated that strongest perception is formed by using the most influential channel for communication. Whenever a retail company distributes the information, they have to be careful about the channel. If the message is both visual and audio visual, the customers go for mainly audio-visual medium to form perception about the company (Novani and Kijima, 2012, pp-101). At that time viewer eliminates other senses of acquiring knowledge. However, later he can use the other channels to be aware about the messages.
(Source: Pandza and Vignali, 2010, pp-436)
2.8 Effectiveness of Customer perception on customers buying behaviour
AIDA model can be best and apt to describe the formation of action from the perception. According to AIDA, attention is first step in the formation of positive consumer perception, which later leads to buying (behavioural action). The four stages of this model is particularly described how customer perception is created and influenced further.
Attention- At the very first, attention is formed by advertisements or various promotional activities. Retail companies have to remember this is the critical step because, unless there is enough information about the company, perception is never formed.
Interest- Interest is the underlying activity of developing the perception. Papacharissi (2015, pp-57) suggested that interest grew, when the customer shares the perceived notion with others and receives positive confirmation about the product.
Desire- Desire is the strongest form of perceived knowledge. Desire grows in the customers one when they are satisfied with own perception about the product. Moreover, desire given life to the expectations from the particular retail.
Action- action is simply the buying process. Action occurs only after the perception matched with others experience and confirmation. However, after the action step there is evaluation, where the consumer judges the product performance against perceived expectations.
(Source: Sweeny and Dillard, 2013, pp-711)
2.7: impact of social media on customer perception
Most subtle effect of social media in the customer perception is the customer view about a non bias discussion. As previously told word of mouth in the social media can be influential because it offers the customers an all angle view about the product. Moreover, the customers have also a chance to reflect their own perception and queries about the product. The discussion about the company is increased and the customers get a chance to talk directly with the company management through social media. The more discussion about the company is taken place, the more interest among the consumers is growing. Researcher can term the social media communication as the triangulation because the customers test their perception from two or more sources to justify the view.
2.8: gap of literature:
The researcher discussed almost all the aspect of two variables with different theories and arguments and counter arguments as well. However, the researcher finds that no such theory gives importance on the influence of senses in the customer perception. It can be assumed that the advertisements are directly affecting the senses of the customers for forming perception. It is quite evident that only audio messages are not effective to create a positive perception about the brand or the company or the product. Retail organizations of UK generally disseminates information that can bullet through the senses and directly hit the brain.
2.9: Summary
Social media has been turned out to be an effective weapon for shaping the knowledge of customers. Almost every large company on the earth has understood the potential; of social media to increase the possibilities and scope of their marketing.
Chapter 3
Research methodology
3.1 Introduction:
In this chapter, the researcher has identified the appropriate process as well as method for the completion of the research study. Even though the choice of appropriate research methodology does not provide the result of the research, by following the appropriate research methodology and structure the researcher can positively gain the correct result of the research study (Bergh and Ketchen, 2009, pp. 16). As the issue of the research study is the impact of social media on the perception of the customer of Morrison Company, the researcher has determined the research methods in accordance with that to ensure the success of the research.
3.2 Method Outline:
For the achievement of appropriate result of the research, study based on the research issue the researcher has identified positivism as the appropriate research philosophy for the study. On the other hand, the researcher has assigned deductive research approach and descriptive research design to gain intended result of the research study. As the research issue, concerns with Morrison Company thus the researcher has chose 70 customers of the Morrison Company for quantitative data collection through probability sampling method and simple random sampling technique. On the other hand, the researcher has chosen 6 managers of Morrison company for the qualitative data collection process using probability sampling method and convenience sampling technique.
3.3 Research onion:
The research onion is one of the most popularly used research tool that provides the researcher the opportunity to proceed further towards the achievement of the result of the research study. Each of the six layers of the research onion enables the researcher to proceed one step closer to the outcome of the research. The six layers of the research onion include research philosophy, research strategy, research approach, research choice, time horizon, research technique and procedure.
(Source: Saunders et al. 2009, pp. 52)
3.4 Research philosophy:
The research philosophy is applied in the research study in order to identify the appropriate process for the completion of the research study. The research philosophy plays the role of a guideline that enables the researcher to identify the nature of the research study and determine the appropriate process to complete the research (Bernard, 2011, pp. 36). In order to serve this particular purpose the researcher applies the concepts like ontology and epistemology and gain the clear understanding of the research philosophy that is most appropriate for the research study.
(Source: Harrison and Reilly, 2011, pp. 8)
The researcher applies socialism research philosophy for the understanding of the social reasons behind the research issue. On the other hand, the realism research philosophy is applied to the research study to identify the direct reason for the research. The positivism research philosophy provides the researcher opportunity to apply various kinds of experimental processes to gain the result of the research study while post-positivism research philosophy enables the researcher to identify that even though the reality exists yet there is no possible way in which the reality can be achieved (Bryman and Bell, 2011, pp. 42). According to the post-positivists people identify as the reality are the human conjures that are supported by the warrants of the common people.
3.4.1 Justification for the selection of the chosen research philosophy:
The researcher has identified positivism research philosophy for the completion of the research. Positivism research philosophy has enabled the researcher to apply various kinds of experimental processes to identify the impact of the social media on the perception of the customers.
3.5 Research approach:
Research approaches provide the researcher, opportunity to rearrange the collected information related to to the research issue in the most appropriate manner to deduce conclusion from the information. Based in the nature of the research study the researcher may apply two different kinds of research approaches to the research process
The inductive research approach is applied to the research study when the researcher intends to introduce new theory or generalised statements through the research study. In this approach, the researcher transforms specific information into generalised information in order to provide generalised understanding of an issue (Hesse-Biber, 2010, pp. 22). On the other hand, the researcher applies deductive research approach when the researcher intends to gain specific information related to certain issue. In case of this approach, the researcher transforms the generalised information into specific information.
3.5.1 Justification for the selection of the chosen research approach:
To gain appropriate result of this research study the researcher has assigned deductive research approach for the arrangement of the data. As the researcher has not introduced any net theory through the research inductive approach is not applied in the study. The researcher utilised generalised theories and models to gain generalised understanding of the research and used them to analyse the company specific information of Morrison Company.
3.6 Research design:
The research design provides the researcher clear understanding of the framework that is to be followed in order to complete the research study efficiently, which includes the guideline for the data collection process as well as the data analysis (Cameron, 2009, pp. 140). Depending on the availability of the data as well as the nature of the research issue, the research design can be of four different types.
When the researcher is not completely sure of the research issue then the researcher applies exploratory research design while the researcher utilises explanatory research design at the presence of limited number of theories, concepts and models relevant to the research issue (Truscott et al. 2010, pp. 317). When the researcher possesses considerable number of theories, models as well as concepts for the completion of the research then the researcher applies descriptive research design. Finally, when the researcher possesses ample amount of theories, concepts and models and clear understanding of the research issue then the researcher applies correlation research design.
3.6.1 Justification for the selection of the chosen research design:
The researcher has chosen descriptive research design for the completion of the research study. As the researcher has gained considerable number of theories and models relevant to the variables of the research issue such as social media and the customer perception, thus the researcher’s choice of descriptive research philosophy is appropriate.
3.7 Research strategy:
The research strategy helps the researcher to determine the appropriate plan of action for the completion of the research study, which is essential to proceed systematically during the process of the research. In terms of the purpose and the objective of the research study, the research strategy can be of various types such as case study, experiment as well as the survey (Somekh and Lewin, 2011, pp. 37). As the researcher, for the completion of the research has undertaken interviews and survey thus the appropriate research strategy for this particular study is survey.
3.8 Data collection procedure:
The data collection procedure includes the identification of both the appropriate source of data as well as the process of the data collection.
3.8.1 Source of data:
The researcher to gain detailed understanding of the research study has gained information from both the primary sources as well as the secondary sources. For the primary day the researcher has interacted with individual customers and managers of Morrison Company. While for the collection of the secondary data the researcher has consulted, articles, journals, books, case studies and websites.
3.8.2 Data collection technique:
The researcher has utilised both the qualitative as well as quantitative data collection technique to gather data from the informants. For the collection of quantitative data the researcher, distributed questionnaires containing close-ended questions among 70 customers of Morrison Company among which only 50 questionnaires were completely filled thus the researcher has used only the 50 completely filled questionnaires for the data analyses. On the other hand, the researcher approached 6 managers of Morison company for the qualitative data collection process among which only 4 managers agreed to respond, thus the researcher interviewed them through telephonic conversation.
3.9 Population and sampling:
The population of the research could have included all the stakeholders of the company, such as employees, investors, suppliers and shareholders yet due to various kinds of limitations; the researcher could gather samples only from the customers and managers of the company. For the selection of customers, the researcher used provability-sampling methods using simple random sampling technique while for the managers the researcher uses probability-sampling method and convenient sampling technique. The total sample size for the research is 54 including 50 customers and 4 managers of Morrison Company.
3.10 Data analysis plan:
For the analysis of the data, the researcher has applied tolls such as mean, median, mode and standard deviation, transformed the primary data into table and chart for and analysed them with the help of theories, concepts and models, presented in the literature review.
3.11 Ethical consideration:
To avoid any ethical issue the researcher has taken written permission from the authority of the Morrison Company for the research. On the other hand, the researcher ensured the confidentiality of the personal information of the informants and use of the data in the academic purpose only.
3.12 Summary:
In this chapter, the researcher has identified the appropriate method for the completion of the study. In the following chapter, the researcher has presented the findings of the research in systematic manner.
Chapter 4
Data Collections and Findings
4.0 Introduction
The chapter mainly reflects the perception of the customers of the company of Morrison and it also highlights the perceptions of the managers of this very company. The findings will help in analysing the data on the next segments and also suitable recommendations will be aligned with these findings.
Table 1: Gender
4.1 Quantitative Data Collections and Findings
Q.1) Which Gender do you belong to?
Table 1: Gender
| Option | Response (%) | Response (Frequency) | Total Respondents |
| Male | 44% | 22 | 50 |
| Female | 56% | 28 | 50 |
Findings
As per this data questionnaire, majority 56% of the customers are female and rest 44% of the customers are male.
Q.2) which age group do you belong to?
| Options | Response (%) | Response (frequency) | Total Respondents |
| 16-25 years | 18% | 9 | 50 |
| 26-35 years | 22% | 11 | 50 |
| 36-45 years | 34% | 17 | 50 |
| Above 45 years | 26% | 13 | 50 |
Findings
In this questionnaire majority 34% of the customers belong to the age group of 36-45 years. There are 26% of the customers are above 45 years followed by 22% who are of 26-35 years. However, 18% of the customers are of 16-25 years.
Q.3) for how long have you been a loyal customer to Morrison?
| Options | Response (%) | Response (frequency) | Total Respondents |
| Less than 1 year | 34% | 17 | 50 |
| 1-2 years | 26% | 13 | 50 |
| 2-3 years | 22% | 11 | 50 |
| More than 3 years | 18% | 9 | 50 |
Findings
In this questionnaire the majority 34% of the customers have been dealing with this company for less than a year followed by 26% of the customers who are of 1-2 years. 22% of the customers are there for 2-3 years and rest 18% of the customers are for more than 3 years.
Q.4) what are the main benefits of using the social media sites for purchasing retail products?
| Options | Response (%) | Response (frequency) | Total Respondents |
| Two Way Communication | 18% | 9 | 50 |
| Availability of informative websites | 22% | 11 | 50 |
| Quick access to the service provider | 24% | 12 | 50 |
| Others | 36% | 18 | 50 |
Findings
In this survey questionnaire 185 of the customers mentioned about the two ways communication process were beneficial for them. 22% of the customers mentioned about availability of informative websites and 24% of the customers appreciated the quick access to the service provider. However, 36% of the customers mentioned about other beneficial aspects.
Q.5) How far do you agree, online booking of retail products are more convenient than offline booking?
| Options | Response % | Response (Frequency) | Total Respondents |
| Strongly Agree | 8% | 4 | 50 |
| Agree | 12% | 6 | 50 |
| Neither Agree nor disagree | 20% | 10 | 50 |
| Disagree | 28% | 14 | 50 |
| Strongly disagree | 32% | 16 | 50 |
| Mean | Median | Mode | SD |
| 3.64 | 4 | 5 | 1.27 |
Findings
In response of this question majority 32% of the customers are completely against of the online booking followed by 28% who were also disagreed. There are 12% and 2% respectively who agreed and satisfied with the online booking system and 20% of the customers stood biased.
Q.6) How far do you agree that the company Morrison is effective enough in engaging customers through online social media?
| Options | Response % | Response (frequency) | Total Respondents |
| Strongly Agree | 10% | 5 | 50 |
| Agree | 14% | 7 | 50 |
| Neither agree nor disagree | 36% | 18 | 50 |
| Disagree | 18% | 9 | 50 |
| Strongly disagree | 22% | 11 | 50 |
| Mean | Median | Mode | SD |
| 3.28 | 3 | 3 | 1.24 |
Findings
In response to this question about customers’ engagement policy of Morrison, almost 36% of the customers were biased. 22% of the customers strongly denied the effectiveness of the company followed 18% who also disagreed. However, there are 14% and 10% of the customers who were not satisfied and strongly agreed respectively.
Q.7) what are the main social sites you are interested in browsing for gathering information?
| Options | Response % | Response ( frequency) | Total Respondents |
| Face book | 34% | 17 | 50 |
| 18% | 9 | 50 | |
| 14% | 7 | 50 | |
| 8% | 4 | 50 | |
| YouTube | 26% | 13 | 50 |
Findings
In this questionnaire majority 36% of the customers are gathering information from Facebook where 18% of the customers mentioned about Twitter. 14% of the customers mentioned about LinkedIn site followed by 8% who were interested about Pinterest. However, 26% of the customers mentioned YouTube as well.
Q.8) which online methods of retailing of the Morrison Company are effective enough for gaining customers’ attention?
| Options | Response % | Response (Frequency) | Total Respondents |
| Communication & Customer Service | 22% | 11 | 50 |
| Offers & Discounts | 28% | 14 | 50 |
| Secured Payment Reservation | 30% | 15 | 50 |
| User Friendly Navigation | 8% | 4 | 50 |
| Price & Package Comparisons | 12% | 6 | 50 |
| Mean | Median | Mode | SD |
| 2.6 | 2.5 | 3 | 1.26 |
Findings
In this survey questionnaire it is seen, majority 28% of the customers mentioned about the offers and discounts methods of this company is effective enough. 22% of the customers mentioned about the communication and customer service followed by 12% of the customers who were satisfied by the price and packages comparison methods of this company. There are 10% of the customers who were satisfied with the secure payment reservation system and this is followed by 8% who mentioned about the user friendly navigations.
Q.9) How far do you agree that the online sophisticated promotional activities are useful for the company to gain more customers’ attention?
| Options | Response % | Response (Frequency) | Total Respondents |
| Strongly Agree | 24% | 12 | 50 |
| Agree | 26% | 13 | 50 |
| Neither agree nor disagree | 30% | 15 | 50 |
| Disagree | 12% | 6 | 50 |
| Strongly disagree | 8% | 4 | 50 |
| Mean | Median | Mode | SD |
| 2.54 | 2.5 | 3 | 1.21 |
Findings
In this survey questionnaire, majority 30% of the people stood biased. However, 26% and 24% of the customers agreed and strongly disagreed respectively. There are 12% and 8% of the customers who were disagreed and strongly disagreed respectively about this question.
Q.10) How far do you agree that the company will be able to retain their sustainable position with the help of online communication with customers via social media?
| Options | Response % | Response (Frequency) | Total Respondents |
| Strongly Agree | 14% | 7 | 50 |
| Agree | 18% | 9 | 50 |
| Neither agree nor disagree | 26% | 13 | 50 |
| Disagree | 20% | 10 | 50 |
| Strongly disagree | 22% | 11 | 50 |
| Mean | Media | Mode | SD |
| 3.18 | 3 | 3 | 1.35 |
Findings
In this survey questionnaire, majority 26% of the customers did not give any specific answer. However, there are 22% of the customers who strongly opposed the present social media communication policy.
Chapter 5:
Data analysis and interpretation
5.1: analysis of quantitative data
Ans1:
As per the survey, it can be seen that female shoppers are dominating the retail scenario in UK. Still the difference between two genders is not very much significant. By increasing the respondents’ size, this difference can be omitted. However, the significant portrayal of the analysis is that female customers are as much as active in social media to get informed about the products and offers. The researcher can come to a logical conclusion that the social media communication activities are participated by both male and female.
Ans2:
As per the survey, it can be told that shopping at Morrison’s is partly dominated by the customers whose age is in between 36 to 45. It is significant those 16 to 25 years customers are relatively lower presence as the customers. This may happen due to not having an generous income to support the shopping at Morison’s. The graph result can also be interpreted that almost the third option is using the social media quite significantly to get details about offers and promotions.
Ans3:
As per the survey, it can be told that most of the Morrison’s customers are relatively new in the store. Significantly, least customers are shopping here for more than 3 years. This indicates the nature of customers switching. As it is known, UK retail market is a competitive one and competitors of Morrison’s are applying various strategies bring others’ customer in own organization. The switching is permanent and ultimate truth for any retail company. Absolute loyalty is hard to find. While looking at the figure, it can be told that the 34% of respondents were shopping in other retails previously. It appears that they come to Morrison’s by influence from the ad offers and others’ referral. Significantly the graph proportions are decreasing against the rate of customer loyalty. Customers turned to those retails, where they possibly find lowest price of a product.
Ans4:
As per the survey results, it can be said that most of the respondents uses online option because they can reach to the retail service very quickly. Actually, the invention of online sore was originated from the concept of removing the physical distance between the service provider and service taker. A significant number of customers think that the WebPages are more informative and resourceful about the product information. Two way communications is supported by 18% customers, which is the base of social media marketing. However, Morrison’s is using the social media platforms for positive customer interaction and informing the customers to form the perception.
Ans5:
As per the survey, it can be said that average number of respondents remains neutral about the online booking and offline booking scenario. It appears that they do not understand the convenience of online booking in respect to offline booking. As SD is greater than 1, the thought of the customers appears to be risk factor for the company.
As per the interpretation, it can be said that customers do not find online booking system of Morrison’s very useful. Probably, the system is not very user-friendly and customers experienced inconvenience in booking the products. While connecting to the literature area, it can be said that Morrison’s needs to seek out the remedy of online booking problem in an immediate basis. If the customers are not interested in online booking, it will be a great loss for the company.
Ans6:
As per the survey, it can be told that average number of respondents stays neutral on the subject and this tends to be a negative aspect of the company. A significant number of customers somehow opposed the notion that Morrison’s is effective enough to maintain the relationship with customers via social media. The statistical analysis presented the fact that ineffectiveness of social media platform turned out to be a threat for the company.
AS per the interpretation it can be said that Morrison’s lacks the leverage of effective customer relationship management via social media. The customers generally form a perception that Morrison’s applies traditional relationship activities. The process of two way communication is facing the difficulty due to incapability of Morrison’s. Social media marketing is essentially a way to support the feedback of customers and Morrison’s must open up the feedback channel as soon as possible.
Ans7:
As per the survey, it can be told that most of the respondents voted Facebook as the top social media site, where they search and access relevant information. Growing popularity of facebook also supported the fact that people spend most time in facebook among other social media. Morrison’s therefore, must use this tool as an effective social media communication platform. A significant number of respondents also mention YouTube as the 2nd choice. However, it is very evident that almost all the large retail companies are using particularly these two sites for communicating with customers. Vivid videos on YouTube can largely be effective to shape the perception of customers. As told in literature review, audio visual channel can be most influential.
Ans8:
As per the survey, average numbers of respondents believe that Morrison’s is very effective in providing the detail about offers and discounts via online. However, mode reflects that the quality of secured payment is an encouraging feature of the company. Still SD is greater than 1, which simply indicates that the methods are not effective enough to shape a customers’ perception about the company.
A webpage certainly has some encouraging and effective characteristics so that the customers can build positive perception about the company. The website has to be enough interesting and hassle free. It appears that the effectiveness of the webpage has been lessened by the factor of non user friendly navigation system. If this area is problematic, the customer switches over to other websites for satisfaction.
Ans9:
As per the survey, it can be told that average numbers of respondents remains neutral about the subject and they are not concerned about the promotional planning of company via online. However, SD indicates that online promotional activities are not enough to gain customers’ attention. Morrison’s needs to adopt search engine marketing to be recognized more among the customers. It appears that the promotional activities are not very frequent that can arouse the interest of customers. A professional SME team is necessary to increase the appearance of the company offers in the internet.
Ans10:
As per the survey, average numbers of respondents remains neutral on the subject and probably they are not having any understanding of present social media communication platform. A significant number of customers opposed that present communication strategy is not strong enough to sustain the positive communication. It must be remembered that communication is the base of forming the perception. If the customers do not get enough information from the part of company, they simply switch to other retail options. Therefore, Morrison’s needs to change the communication strategy for betterment of the company.
5.2: Qualitative data collection
Q.1) How the necessity of the Social media uses have been significant for gaining customers’ attentions?
As per the 1st manager, presently most of the customers has an access to the social media and it is generally found that customers searches on the internet for some information at first. Then they go for other option. AS the marketing and information sector is moving towards a digital era, the company is also going with the change. As per the 2nd manager, social media is always a two way communication process unlike other mediums and here the customer can get more than one view about the product or service. The chance of getting an unbiased and subjective data about the data is quite high in social media. As per the 3rd manager, social media is the most effective in gaining customers’ attention because the customers are spending enough time in the social media. After the advent of internet, people decrease the newspaper reading and TV watching activity. That is the reason of selecting the social media in an immediate basis. As per the 4th manager, in the social media, the customer can get a chance to reflect with his own view and that is important in shaping the customers notion about the company.
Q.2) What facilities the company is providing to the customers for making them interested to involves in social media and communicate with the company over social media?
As per the 1st manager, effective customer service is the best facility that the company is providing. Customers can make their queries at anytime and anywhere. The social media marketing team is there to answer the questions of customers regarding product or return of the products or any other offers. As per the 2nd manager, Morrison’s makes the customers aware about various offers and promotional activities through social media. The social media marketing them constantly posts the available offers on the stores. Moreover, the customers are informed with newsletters to be aware about company policies and new product launchings. As per the 3rd manager, Morrison’s publishes name of some customers in company websites, who are communicating with the company and as well as with the other customers. The company publishes their review about the product with their picture. It gives the consumer a power of influence and self efficiency. As per the 4th manager, the company is proving some exciting gifts and packages for active communicators in the social media. The company is surveying the reviews and frequency of those to accumulate the data. The customers are provided with a one year free membership of Morrison’s loyalty card.
Q.3) what are the challenges the company is facing while selling the retail products and dealing with the company over social media?
As per the 1st manager, the company is facing some difficulties in organizing suitable customer behaviour. Some of our customers reported that the navigation in the online selling store is not very much user friendly and the company is trying to change the appearance of the online selling web page. As per the 2nd manager, customers often want to compare the price and packages with other retails in the market. However, it appears that Morrison’s website lacks the characteristics and the management is concerned with the problem. The customers have to check several other websites to compare the price and offerings. As per the 3rd manager, as the feedback in social media platform is free, there are some anonymous customers, who provide wrong information about the company and product. Moreover, often they post irrelevant content in company’s social media platforms that cause negative aspect for the company. As per the 4th manager, social media marketing is a new trend of marketing and it needs a more professional workface with IT knowledge. The present marketing department is not very effective to deal with such new trends. Therefore, the company is facing some problems in the implementation of marketing strategies.
Q. 4) What are the strategic implementations that the company needs to adopt for interact with customers and gain attention of the customers?
As per the 1st manager, company needs to increase the scope of word of mouth marketing via social media because it engages active customer interaction and unbiased review of the product. The company must widen the nature of customer interaction with the company and other customers. As per the 2nd customer, Morrison’s needs to adopt the search engine marketing to gain the attention of the customers in more organized culture. Search engine marketing has the potential to multiply the company appearances in social media pages. Morrison’s is looking for a professional workface that can effectively handle the search engine marketing. As per the 3rd manager, it is essential to increase the number of registered customers in company website so that more number of customers can reflect their view about the company. It is evident that more the customers become registered part of the company; the more they refer the company to family and relatives. As per the 4th manager, customer service and after sales service should be promoted more in order to increase the interaction with customers. Morrison’s plan to engage in making the customers aware about the offers and discounts on a constant basis. The scope for two way communication must be widened more.
Chapter 6
Recommendation and Conclusion
5.1 Conclusion:
In this chapter, the researcher has presented the final-outcome of the research study that the researcher has identified by completing various processes in the earlier five chapters of the research study. The analysis of the primary data with the help of the secondary data has enabled the researcher to identify that the social media in the recent time play crucial role in the determination of the perception of the customers for the business organisations as well as their products in the retail industry of the United Kingdom. With the increasing preference of the customers to the social media, the medium has developed significant influence on the customer’s perception of products as well as their purchase behaviour.
5.2 Linking with the objectives:
To identify the appropriateness of the outcome of the research the researcher has linked the objectives of the research with the findings, which is provided in the following section.
Linking with the objective 1: to understand the effectiveness of social media in creating customer perception in retail sector
The findings from the responses of the customers of the Morrison Company to the question no. 4 of the quantitative section has enabled the researcher to identify the various benefits of the utilisation of the social media marketing of the retail products. The respondents have stated that the social media marketing is much quicker than the other ways of marketing. In addition is provides the information related to the availability of the product as well which may enable the customers to generate positive perception of the customers as it reduces the effort in part of the customers of searching for the product in stores. On the other hand, the responses of the managers to the question no. 1 of the qualitative section combined with the theory of online customer behaviour has enabled the researcher that the increasing use of the social media among the customers of the retail industry has enabled the social media to influence their perception of the products.
Linking with the objective 2: to critically examine the necessity of social media for improving customers’ perception towards online retaining of Morrison company
The responses of the manager 3 to the question no. 1 of the qualitative data has enable the researcher to identify that with the increase in the use of social media among the customers of the organisation the customers have become much more dependent on the social media for the determination of the purchase decision. In addition, the customers depend on social media for the identification of the suitable product for them. On the other hand, the answer to the question no. 10 and 9 of the quantitative section has enabled the researcher to identify that social media marketing may contribute to the improvement in the customer perception of the organisation. In such circumstances, it has become essential for the business organisations to develop appropriate social media marketing activities to generate expectation among the customers of the organisation for its products. As according to the disconfirmation theory, the generation of expectation is essential for the determination of the positive customer perception.
Linking with the objective 3: to identify the challenges of development of customer perception using social media
The responses of the customers to the question no. 5 and 6 of the quantitative section, has enabled the researcher to identify that the customers of the organisation perceive the social media marketing of the Morrison company as in appropriate for meeting the expectations of the customers. As the social media, marketing of the organisation does not simplify the process of purchase or booking for the customers. On the other hand, the responses of the managers of the organisation to the question no. 3 of the qualitative data has provided the researcher the opportunity to identify the various challenges that the organisation faces to develop positive customer perception through the social media marketing. Comparison of this with the theory of online customer behaviour provided ion the literature review has enabled the researcher to identify that the organisation’s user navigation system as well as the lack of skills in social media marketing among the employees makes it difficult for the organisation to gain positive perception of the customers through social media activities.
Linking with the objective 4: to provide suitable recommendation to Morrison Company for the improvement of customer perception
The identification of the challenges faced by the organisation in social media marketing has enabled the organisation to develop few of the recommendations to improve the social media marketing activities of the organisation for the improvement of customer perception for the product and brand of the organisation. On the other hand, recommendation of the managers to the organisation for the improvement of the social media activities of the organisation to gain positive customer perception in response to the question no. 4 of qualitative section has enabled the researcher to provide recommendation to the organisation based on this issue, which the researcher has provided in the following section.
5.3 Recommendations:
The analysis of the primary data with the help of the secondary data in the previous chapter has enabled the researcher to identify that the organisation needs to improve its social media activities in order to generate positive customer perception for its products. The analysis has also provided the researcher, opportunity to identify the sections of the social media marketing of the organisations that the organisation needs to improve, which enabled the researcher to provide the following recommendations for the improvement of the customer perception through social media marketing:
Improvement in User navigation system:
The answers to the question no. 8 of the quantitative section have enabled the researcher to identify the online methods that are capable of gaining the attention of the customer. The study of the feedbacks of the customers in response to this particular question has enabled the researcher to identify that the customers do not find the navigation system of the organisation much effective. On the other hand, the feedbacks of the managers of the organisation in response to the question no 3 of the qualitative section has enabled the researcher to identify that the organisation needs to improve its user navigation system. Thus, the modification of the online navigation system of the Morrison Company may enable the organisation to gain satisfied customers, which is essential for the improvement of the customer perception towards the organisation, which is essential for the development as well as sustenance of the business of the organisation in the competitive market.
Incorporation of price comparison facility:
The facility of comparing the price of the possible options is one of the distinctive features of the social media marketing as well as online shopping which enables the customers to generate preferences for the products of a particular organisation. As the organisation pay significant emphasis to the generation of appropriate pricing strategy to attract the customers, the organisation may profit from the demonstration of the price of its products as well as by enabling the customers to compare the price of the products. Thus the organisation needs to introduce the facility of price and package comparison in its social media sites to enable the customers to identify the the products of the organisation as better option through comparison of the price and package.
Improvement of information technology skills of employees:
The responses of the managers to the question no. 3 of the qualitative section has enabled the researcher to gain the understanding that the organisation lacks skilled employees for the development of the appropriate social media marketing activities for the organisation. This restricts the ability of the organisation of generating positive perception among the customers for the brand as well as its products. Thus, the organisation needs to hire new employees possessing suitable skills for the development of appropriate social media marketing activities for the organisation. On the other hand, the organisation needs to develop training programmes for the improvement of the knowledge of the existing employees regarding the issue.
5.4 Research limitations:
Throughout the process of the research, the researcher has faced few limitations that restricted the actions of the research as well as the result of the study. The limitation of time as well as financial budget restricted the possibility of larger sample size for the research that could have enhanced the quality of the result. In addition, the limitation of the geographical location as well as accessibility issue restricted the sampling for the primary data collection, which also restricted the applicability as well as acceptability of the result of the research study.
5.5 Future scopes for the research:
The incorporation of larger sample size for the data collection process could have improved the acceptability of the result of the research study. On the other hand, incorporation of the other stakeholders such as the employees, owners, shareholders and suppliers of the organisation could have enhanced the result of the research further. Finally, the researcher had to limit the research study within the sources of Morrison company only while the incorporation of the data from the competitors of the organisation such as Tesco, Asda, Sainsbury’s could have improved the outcome of the research.
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Appendix list
Appendix 1
Quantitative questionnaires
Q.1) Which Gender do you belong to?
Table 1: Gender
| Option | Response (%) | Response (Frequency) | Total Respondents |
| Male | 50 | ||
| Female | 50 |
Q.2) which age group do you belong to?
| Options | Response (%) | Response (frequency) | Total Respondents |
| 16-25 years | 50 | ||
| 26-35 years | 50 | ||
| 36-45 years | 50 | ||
| Above 45 years | 50 |
Q.3) for how long have you been a loyal customer to Morrison?
| Options | Response (%) | Response (frequency) | Total Respondents |
| Less than 1 year | 50 | ||
| 1-2 years | 50 | ||
| 2-3 years | 50 | ||
| More than 3 years | 50 |
Q.4) what are the main benefits of using the social media sites for purchasing retail products?
| Options | Response (%) | Response (frequency) | Total Respondents |
| Two Way Communication | 50 | ||
| Availability of informative websites | 50 | ||
| Quick access to the service provider | 50 | ||
| Others | 50 |
Q.5) How far do you agree, online booking of retail products are more convenient than offline booking?
| Options | Response % | Response (Frequency) | Total Respondents |
| Strongly Agree | 50 | ||
| Agree | 50 | ||
| Neither Agree nor disagree | 50 | ||
| Disagree | 50 | ||
| Strongly disagree | 50 |
Q.6) How far do you agree that the company Morrison is effective enough in engaging customers through online social media?
| Options | Response % | Response (frequency) | Total Respondents |
| Strongly Agree | 50 | ||
| Agree | 50 | ||
| Neither agree nor disagree | 50 | ||
| Disagree | 50 | ||
| Strongly disagree | 50 |
Q.7) what are the main social sites you are interested in browsing for gathering information?
| Options | Response % | Response ( frequency) | Total Respondents |
| Face book | 50 | ||
| 50 | |||
| 50 | |||
| 50 | |||
| YouTube | 50 |
Q.8) which online methods of retailing of the Morrison Company are effective enough for gaining customers’ attention?
| Options | Response % | Response (Frequency) | Total Respondents |
| Communication & Customer Service | 50 | ||
| Offers & Discounts | 50 | ||
| Secured Payment Reservation | 50 | ||
| User Friendly Navigation | 50 | ||
| Price & Package Comparisons | 50 |
Q.9) How far do you agree that the online sophisticated promotional activities are useful for the company to gain more customers’ attention?
| Options | Response % | Response (Frequency) | Total Respondents |
| Strongly Agree | 50 | ||
| Agree | 50 | ||
| Neither agree nor disagree | 50 | ||
| Disagree | 50 | ||
| Strongly disagree | 50 |
Q.10) How far do you agree that the company will be able to retain their sustainable position with the help of online communication with customers via social media?
| Options | Response % | Response (Frequency) | Total Respondents |
| Strongly Agree | 50 | ||
| Agree | 50 | ||
| Neither agree nor disagree | 50 | ||
| Disagree | 50 | ||
| Strongly disagree | 50 |
Appendix 2
Q.1) How the necessity of the Social media uses have been significant for gaining customers’ attentions?
Q.2) What facilities the company is providing to the customers for making them interested to involves in social media and communicate with the company over social media?
Q.3) what are the challenges the company is facing while selling the retail products and dealing with the company over social media?
Q. 4) What are the strategic implementations that the company needs to adopt for interact with customers and gain attention of the customers?