THESIS SUBMITTED TO D.Y.PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

Transcription

1 IMPACT AND EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING ON YOUNG WORKING WOMEN S BUYING BEHAVIOUR WITH REFERENCE TO CONSUMER ELECTRONICS - A STUDY OF SELECTED CITIES IN MAHARASHTRA AND GUJARAT. THESIS SUBMITTED TO D.Y.PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF DOCTOR OF PHILOSOPHY IN BUSINESS MANAGEMENT SUBMITTED BY MS. SHALAKA AYAREKAR (ENROLLMENT NO. DYP-PhD ) RESEARCH GUIDE DR. R. GOPAL DIRECTOR AND HEAD OF DEPARTMENT D.Y.PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT SECTOR 4, PLOT NO. 10, C.B.D. BELAPUR, NAVI MUMBAI FEBRUARY

2 Impact and effectiveness of social media advertising on young working women s buying behaviour with reference to consumer electronics A study of selected cities in Maharashtra and Gujarat. 2

3 DECLARATION I hereby declare that the thesis entitled Impact and effectiveness of Social media advertising on young working women s buying behaviour with reference to consumer electronics A study of selected cities in Maharashtra and Gujarat submitted for the Award of Doctor of Philosophy in Business Management at the D.Y.Patil University, Department of Business Management is my original work and the thesis has not formed the basis for the award of any degree, associate-ship, fellowship or any other similar titles. The material borrowed from other sources and incorporated in the thesis has been duly acknowledged. I understand that I myself could be held responsible and accountable for plagiarism, if any, detected later on. The research papers published based on the research conducted out of an in the course of the study are also based on the study and not borrowed from other sources. Place : Navi Mumbai Date : Signature of the candidate Enrollment No.: DYP-PhD

4 CERTIFICATE This is to certify that the thesis entitled Impact and effectiveness of social media advertising on young working women s buying behaviour with reference to consumer electronics - A study of selected cities in Maharashtra and Gujarat and submitted by Ms. Shalaka Ayarekar is a bonafide research work for the award of the Doctor of Philosophy in Business Management at the D.Y.Patil University Department Of Business Management in partial fulfilment of the requirements for the award of the Degree of Doctor of Philosophy in Business Management and that the thesis has not formed the basis for the award previously of any degree, diploma, associate-ship, fellowship or any other similar title of any University or Institution. Also certified that the thesis represents an independent work on the part of the candidate. Place : Navi Mumbai. Date : Signature of the Head of the Department Signature of the Guide 4

5 ACKNOWLEDGEMENT I am grateful to D.Y.Patil University, Department of Business Management for having given me an opportunity of career enhancement by carrying out the current research work. I am extremely thankful to my guide, mentor, philosopher Dr. R. Gopal for having guided me with his valuable inputs and extending all his support throughout my research work. Without his able and valuable guidance and support this would not have been possible. I would also like to thank my colleagues, the IT Lab staff especially Mr. Sandeep Surve, librarian Ms. Vanda Salgaonkar and the administration staff for helping me wherever needed. I would also like to thank Prof. Dr. Pradip Manjrekar, for his guidance. I sincerely thank my mother, father and brother for their limitless support and for always being a source of encouragement to me. Lastly I also thank everyone who have been directly and indirectly instrumental in the completion of my dissertation. Place : Navi Mumbai. Date : Signature of the candidate 5

6 CONTENTS Chapter Section Title Page No. List of Tables 10 List of Figures 35 List of Abbreviations 36 Executive Summary 37 1 Introduction Concept of Social Media, Advertising, Advertising on Social Networking sites and Consumer Behaviour Origin Of Social Media Popularity of Social Media Advertising Social Media Advertising Consumer Buying Behaviour Online Consumer s Buying Behaviour Women and Social Network Sites(SNSs) Consumer Electronics and Social Media 68 2 Review of Literature Literature Gap Objectives, Hypothesis and Research Methodology Statement of the Problem Objectives of Study Hypothesis Research Methodology Type of Study Data Collection Pilot Study 105 6

7 Reliability Questionnaire Size and Design of Sample a. Sampling Technique b. Sample Size Calculation Variables of the study Definition of the Variables Limitations of the Study Utility of the study Theoretical Model Analysis of Data Typical Aspects of Social Media and Social Networking sites Typical Aspects of Social Media Social Networking Sites Face-book Origin of Facebook Number of Users on Facebook Face book s Revenue Advantages of Facebook Disadvantages of Facebook Twitter Origin of Twitter Number of Users on Twitter Revenue of Twitter Advantages of Twitter Disadvantages of Twitter LinkedIn Origin of LinkedIn 122 7

8 Status of LinkedIn Today Revenue of LinkedIn Benefits LinkedIn Brings for Business YouTube Origin of YouTube Number of users accessing YouTube RSS Working of RSS Benefits of RSS SlideShare Users of Slideshare Myspace Friendster Consumer Electronics Companies and their presence on Social Media Global Players Samsung Apple Sony Hewlett-Packard LG Indian Players Hindustan Computers Limited (HCL) TCS Wipro Study of Consumer Electronics Market Market Research and Market Share of Global 138 8

9 Consumer Electronics Industry Geographic trends in Global Consumer Electronics Markets Trends based on product preferences in Global Consumer Electronics Market 6.2 Market Share of Indian Consumer Electronics Industry Data Analysis and Findings Tabulation and Statistical Analysis of Data Summary of the Analysis Summary of Hypothesis Conclusion Recommendation and Suggestion Recommendation and Suggestion Future scope of research 226 Annexure Bibliography Webliography Questionnaire Descriptive Analysis (SPSS Output) Inferential Analysis in Detail 306 9

10 LIST OF TABLES Table No. Title Page No Table showing details of questionnaire Table on Chosen Sample Size Table showing the variables of the study Table showing the number of users on Twitter Table showing the year-wise revenue of Twitter Table showing the number of young working women accessing or using social networking sites in Mumbai, Nashik and Surat Table showing the number of young working women accessing or using Facebook in Mumbai, Nashik and Surat Table Showing the frequency with which the young 146 working women access SNS in a week in Mumbai, Nashik and Surat Table Showing the time the young working women 147 spend each time they access Facebook in Mumbai, Nashik and Surat Table Showing whether the young working women 148 share their opinion about a particular product or service with your family or friends by writing reviews or blogs in Mumbai, Nashik and Surat Table Showing the number of times the young working 150 women provided online rating in one year in Mumbai, 10

11 Nashik and Surat m.a. Table Relationship between consumer buying 152 behaviour with the factor of social media advertisement i.e positive reactions/feelings towards advertisements displayed on SNS in Mumbai m.b. Table of Symmetric Measures to show how much relationship exists in between consumer buying behaviour and the factor of social media advertising i.e positive reactions/feelings towards advertisements displayed on SNS in Mumbai n.a. Table Relationship between consumer buying n.b. behaviour with the factor of social media advertisement i.e positive reactions/feelings towards advertisements displayed on SNS in Nashik. Table of Symmetric Measures to determine how much relationship exists in between consumer buying behaviour and the factor of social media advertising i.e positive reactions/feelings towards advertisements displayed on SNS in Nashik s.a. Table Relationship between consumer buying behaviour with the factor of social media advertisement i.e positive reactions/feelings towards advertisements displayed on SNS in Surat m.a. Table Relationship between online purchase behaviour with the factor of social media advertising i.e positive reactions/feelings towards the advertisements displayed on SNS in Mumbai n.a. Table Relationship between online purchase behaviour with the factor of social media advertising i.e positive reactions/feelings towards the advertisements displayed on SNS in Nashik

12 n.b. Table of Symmetric Measures to determine how much relationship exists in between online purchase behaviour and factor of social media advertising i.e positive reactions/feelings towards the advertisements displayed on SNS in Nashik s.a. Table Relationship between online purchase behaviour with the factor of social media advertising i.e positive reactions/feelings towards the advertisements displayed on SNS in Surat s.b. Table of Symmetric Measures to determine how much relationship exists in between online purchase behaviour and factor of social media advertising i.e positive reactions/feelings towards the advertisements displayed on SNS in Surat m.a. Table Relationship between complex buying behaviour with the factor i.e. positive reactions/feelings towards advertisements displayed on it of social media advertising in Mumbai m.b. Table of Symmetric Measures to determine how much relationship exists between complex buying behaviour and the factor i.e. positive reactions/feelings towards advertisements displayed on it of social media advertising in Mumbai n.a. Table Relationship between complex buying behaviour with the factor i.e. positive reactions/feelings towards advertisements displayed on it of social media advertising in Nashik n.b. Table of Symmetric Measures to determine how much relationship exists between complex buying behaviour and the factor i.e. positive reactions/feelings towards advertisements displayed on it of social media

13 advertising in Nashik s.a. Table Relationship between complex buying behaviour with the factor i.e. positive reactions/feelings towards advertisements displayed on it of social media advertising in Surat s.b. Table of Symmetric Measures to determine how much m n. relationship exists between complex buying behaviour with the factor i.e. positive reactions/feelings towards advertisements displayed on it advertising in Surat. of social media Table showing relationship between all the factors of habitual buying behaviour and all the social media advertising in Mumbai. factors of Table showing relationship between all the factors of habitual buying behaviour and all the factors of s. social media advertising in Nashik. Table showing relationship between all the factors of 171 habitual buying behaviour and all the factors of social media advertising in Surat m.a. Table of Model Summary for Mumbai m.b. Table for Anova to determine the level of significance of R m.c. Table for significance of Coefficients m m m.3. Table Showing effectiveness of SNSs in terms of Audience in Mumbai Table Showing effectiveness of SNSs in terms of Targeting consumers in Mumbai. Table Showing effectiveness of SNSs in terms of more followers due to acquaintances in Mumbai

14 7.4.m I.m. 7.5.II.s.a. 7.5.II.s.b. 7.5.III.n.a. 7.5.III.n.b. Table Showing effectiveness of SNSs in terms of more unknown followers in Mumbai. Table Relationship between qualification of young working women and impact of social media advertising in Mumbai. Table Relationship between annual income of young working women and impact of social media advertising in Surat. Table To determine how much relationship exists between annual income of young working women and impact of social media advertising in Surat. Table Relationship between occupation of young working women and impact of social media advertising in Nashik. Table To determine how much relationship exists between occupation of young working women and impact of social media advertising in Nashik Tabular representation of details of Analysis and 184 results. 7.7 Tabular representation showing Hypothesis 207 (Accepted/Rejected) Education Annual income Occupation Place

15 Frequency of accessing internet Table showing number of women using social 246 networking sites Table showing number of women who use facebook Table showing number of women who use Twitter Table showing number of women who use LinkedIn Table showing number of women who use other SNSs. 248 Table showing the frequency of using SNS within a week among working women Table showing the number of women not using SNS because they are not interested Table showing the number of women not using SNS because of security concerns Table showing the number of women not using SNS 251 because of Non Availability of Enough time Table showing the number of women not using SNS because they prefer face to face interactions Table showing the number of women not using SNS because of Lack of computer skills Table showing the number of women not using SNS because they Prefer to use phone for interaction Table showing the time spent by working women for using Facebook each time they access SNS Table showing the time spent by working women for 253 using LinkedIn each time they access SNS Table showing the time spent by working women for

16 using Twitter each time they access SNS Table showing the time spent by working women for using other SNS(other than facebook, twitter & LinkedIn) each time they access SNS Table showing the number of women who have increased, decreased or spent about the same amount of time using the social networking site compared to last year Table showing the number of women who think the 256 time that they are spending currently on the social networking sites for product information search, is about right, too much or not enough Table showing the number of women who in the next 257 twelve months will be increasing, decreasing or spending the same amount of time using social networking sites for product information search compared to the last year Table showing the number of women who share their opinion about a particular product or service with your family or friends by writing reviews or blogs Table showing the number of women who share their feedback about a particular product or service with the organization/company Table showing the number of women who visit 258 company website and provide a particular rating for a particular product or service. 16

17 Table showing the number of times women have you provided online rating in one year for a particular product or service Table showing whether working women send the company link of their favourite brand to their family and friends Table showing the number of women who have purchased consumer electronic items through social media Table showing the list of reasons due to which women purchased consumer electronic items through social media Table showing the number of women providing online 262 rating to music players Table showing the number of women providing online 262 rating to Television set Table showing the number of women providing online 263 rating to Video Recorder Table showing the number of women providing online 263 rating to DVD Players Table showing the number of women providing online rating to Digital Cameras Table showing the number of women providing online rating to Personal computers/laptops Table showing the number of women providing online 265 rating to Telephone Instruments. 17

18 Table showing the number of women providing online 265 rating to Mobile Phones Table showing the number of women providing online 266 rating to Video Games Console Table showing the number of women providing online rating to Camcorders Table showing the number of women who read blogs or online reviews about a product or service before making buying decision Table showing the number of women who are personally involved in making a buying decision Table showing the number of women who think there is any difference between the products of different brands Table showing the women s opinion towards the price 268 of the branded product Table showing women s perception regarding the time 269 consumed in taking the buying decision, about a particular product whose advertisement they have viewed on any social networking sites Table showing the type of product information search 270 conducted on social media by women before actual buying Table showing how frequently the women pay 271 attention to the advertisements of consumer electronic products on social networking sites 18

19 Table showing the amount of time and efforts the 272 women spend on researching for the product information on the network before actual online purchase Table showing the number of online electronic stores visited on an average by women before making the buying decision a. Table showing the number of women who consider the Physical Appearance of the product while taking the buying decision of consumer electronic product through a social networking site b. Table showing the number of women who consider the feature of Availability of a variety of functions in the product while taking the buying decision of consumer electronic product through a social networking site c. Table showing the number of women who consider the d e. price of the product while taking the buying decision of consumer electronic product through a social networking site. Table showing the number of women who consider the quality of the product while taking the buying decision of consumer electronic product through a social networking site. Table showing the number of women who consider the popularity of the product while taking the buying decision of consumer electronic product through a social networking site

20 f g. Table showing the number of women who consider the Association with a particular brand for the product while taking the buying decision of consumer electronic product through a social networking site. Table showing the number of women who consider none of the mentioned features of the product while taking the buying decision of consumer electronic product through a social networking site Table showing the number of women who compare 278 different electronic products available in retail store by physically visiting the stores in the market before making a final online purchase Table showing the number of women who buy the product because they buy it regularly Table showing the number of women who buy the product because they think that the product is best fit for them Table showing the number of women who buy the 280 product because they wanted to try out a different variety of product, belonging to a different brand Table showing the number of women who like to buy a 281 new variety of product belonging to a new brand; each time they make a purchase-decision after viewing an advertisement on social networking site Table showing the number of women who agree that

21 the different brands of the same product serve, one and the same purpose Table showing the number of women who agree that 283 taking a buying decision of an expensive electronic product is difficult and needs a lot of thinking Table showing the number of women who agree that 284 taking a buying decision of an expensive electronic product is time consuming Table showing the number of women who agree that they have the feeling of anxiety that whether their purchase decision is correct Table showing the number of women who agree that they had no plans of buying any consumer electronic products when they logged on a social networking site Table showing the number of women who agree that the advertisement of the product on the social networking site provokes their purchase intentions Table showing the number of women who agree that at times they buy a product just because they find the discount scheme displayed in the advertisement on the social networking site interesting and not available in the retail stores A Table showing the number of women liking anyone SNS from Facebook, Twitter and LinkedIn the most B. Table showing the number of women according to whom the most useful SNS is anyone from Facebook, Twitter and LinkedIn C. Table showing the number of women according to whom the most preferable SNS to use is anyone from Facebook, Twitter and LinkedIn

22 D. Table showing the number of women according to 289 whom the most user-friendly SNS is anyone from Facebook, Twitter and LinkedIn E. Table showing the number of women according to 290 whom the most striking SNS is anyone from Facebook, Twitter and LinkedIn A. Table showing the Facebook ratings for having a large 290 number of groups (networks) available for any demographics you are looking for; for instance group of teenagers, group of kids etc provided by working women B. Table showing the Twitter ratings for having a large 291 number of groups (networks) available for any demographics you are looking for; for instance group of teenagers, group of kids etc provided by working women C. Table showing the LinkedIn ratings for having a large 292 number of groups (networks) available for any demographics you are looking for; for instance group of teenagers, group of kids etc. provided by working women A. Table showing the Facebook ratings according to the 293 way they are targeting the advertisements to specific group of audience provided by working women B. Table showing the Twitter ratings according to the 294 way they are targeting the advertisements to specific group of audience, provided by working women C. Table showing the LinkedIn ratings according to the 295 way they are targeting the advertisements to specific group of audience, provided by working women A. Table showing the number of women who select the 295 site having more followers due to acquaintances B. Table showing the number of women who select the

23 A A A B.1. site having more unknown. Table showing the number of women who have positive reactions/feelings towards advertisements displayed on Facebook. Table showing the number of women who have positive reactions/feelings towards advertisements displayed on Twitter. Table showing the number of women who have positive reactions/feelings towards advertisements displayed on LinkedIn. Table showing the number of women who think advertisements displayed on Facebook are appealing B.2. Table showing the number of women who think 299 advertisements displayed on Twitter are appealing B.3. Table showing the number of women who think 299 advertisements displayed on LinkedIn are appealing C.1. Table showing the number of women who find the 300 visuals and slogans of the advertisements displayed on Facebook memorable C.2. Table showing the number of women who find the 300 visuals and slogans of the advertisements displayed on Twitter memorable C.3. Table showing the number of women who find the 301 visuals and slogans of the advertisements displayed on LinkedIn memorable D.1. Table showing the number of women who find the 302 product advertisement displayed on Facebook memorable D.2. Table showing the number of women who find the 302 product advertisement displayed on Twitter memorable D.3. Table showing the number of women who find the

24 product advertisement displayed on LinkedIn memorable E.1. Table showing the number of women who trust the product advertisement displayed on Facebook E.2. Table showing the number of women who trust the product advertisement displayed on Twitter E.3. Table showing the number of women who trust the product advertisement displayed on LinkedIn Table showing the number of times the working women have seen an advertisement for consumer electronics on SNS in the time they spend on Social networking site Table showing the number of working women who were satisfied with the actual product which they purchased after watching the advertisement on any of the social networking sites Table Showing the frequency with which the young 307 working women access internet in Mumbai, Nashik and Surat Table Showing the number of young working women 309 accessing or using Twitter in Mumbai, Nashik and Surat Table Showing the number of young working women 310 accessing or using LinkedIn in Mumbai, Nashik and Surat Table Showing the number of young working women 311 accessing or using Other SNSs in Mumbai, Nashik and Surat Table Showing the number of young working women 312 not accessing SNS for the reason lack of interest in Mumbai, Nashik and Surat. Table Showing the number of young working women

25 not accessing SNS for the reason of security concerns in Mumbai, Nashik and Surat Table Showing the number of young working women not accessing SNS for the reason of Non Availability of Enough time in Mumbai, Nashik and Surat Table Showing the number of young working women not accessing SNS for the reason of more Prefering face to face interactions in Mumbai, Nashik and Surat Table Showing the number of young working women not accessing SNS for the reason of Lack of computer skills in Mumbai, Nashik and Surat Table Showing the number of young working women not accessing SNS for the reason of Prefering to use phone for interaction in Mumbai, Nashik and Surat Table Showing the time the young working women spend each time they access LinkedIn in Mumbai, Nashik and Surat Table Showing the time the young working women spend each time they access Twitter in Mumbai, Nashik and Surat Table Showing the time the young working women spend each time they access Other SNS in Mumbai, Nashik and Surat Table Showing whether the young working women has increased or decreased the time they spend using SNS in Mumbai, Nashik and Surat Table Showing whether the amount of time spent by young working women for product information search is right, too much or not enough the time they spent using SNS in Mumbai, Nashik and Surat Table Showing whether the young working women will be increasing, decreasing or spending the same amount of time using social networking sites for

26 product information search as compared to the last year in Mumbai, Nashik and Surat Table Showing whether the young working women share their feedback about a product or service with the organization /Company in Mumbai, Nashik and Surat Table Showing whether the young working women visit company website and provide a particular rating for a particular product or service in Mumbai, Nashik and Surat Table Showing whether the young working women send the company link of their favourite brand to their family and friends in Mumbai, Nashik and Surat m.a. Table Relationship between consumer buying behaviour with the appealing factor of social media advertisement towards advertisements displayed on SNS in Mumbai m.b. Table of Symmetric Measures to determine how much relationship exists in between consumer buying behaviour and the appealing factor of social media advertising towards advertisements displayed on SNS in Mumbai n.a. Table Relationship between consumer buying behaviour with the appealing factor of social media advertisement towards advertisements displayed on SNS in Nashik s.a. Table Relationship between consumer buying behaviour with the appealing factor of social media advertisement towards advertisements displayed on SNS in Surat m.a. Table Relationship between consumer buying behaviour with the factor of memorable visuals and slogans of the advertisements displayed on SNS in

27 Mumbai n.a. Table Relationship between consumer buying behaviour with the factor of memorable visuals and slogans of the advertisements displayed on SNS in Nashik s.a. Table Relationship between consumer buying behaviour with the factor of memorable visuals and slogans of the advertisements displayed on SNS in Surat m.a. Table Relationship between consumer buying behaviour with the attractive factor of the advertisements displayed on SNS in Mumbai n.a. Table Relationship between consumer buying behaviour with the attractive factor of the advertisements displayed on SNS in Nashik s.a. Table Relationship between consumer buying behaviour with the attractive factor of the advertisements displayed on SNS in Surat s.b. Table of Symmetric Measures to determine how much relationship exists in between consumer buying behaviour and the attractive factor of social media advertisements displayed on SNS in Surat m.a. Table Relationship between consumer buying behaviour with the trustworthiness factor of the advertisements displayed on SNS in Mumbai n.a. Table Relationship between consumer buying behaviour with the trustworthiness factor of the advertisements displayed on SNS in Nashik s.a. Table Relationship between consumer buying behaviour with the trustworthiness factor of the advertisements displayed on SNS in Surat s.b. Table of Symmetric Measures to determine how much relationship exists in between consumer buying

28 behaviour and the attractive factor of social media advertisements displayed on SNS in Surat m.a. Table Relationship between online purchase 352 behaviour with the appealing factor of social media advertisements displayed on SNS in Mumbai n.a. Table Relationship between online purchase 353 behaviour with the appealing factor of social media advertisements displayed on SNS in Nashik n.b. Table of Symmetric Measures to determine how much 354 relationship exists in between online purchase behaviour and appealing factor of social media advertisements displayed on SNS in Nashik s.a. Table Relationship between online purchase 355 behaviour with the appealing factor of social media advertisements displayed on SNS in Surat s.b. Table of Symmetric Measures to determine how much 356 relationship exists in between online purchase behaviour and appealing factor of social media advertisements displayed on SNS in Surat m.a. Table Relationship between online purchase 357 behaviour with the factor of social media advertising i.e memorable visuals and slogans of the advertisements displayed on SNS in Mumbai n.a. Table Relationship between online purchase 358 behaviour with the factor of social media advertising i.e memorable visuals and slogans of the advertisements displayed on SNS in Nashik n.b. Table of Symmetric Measures to determine how much 359 relationship exists in between online purchase behaviour with the factor of social media advertising i.e memorable visuals and slogans of the advertisements displayed on SNS in Nashik s.a. Table Relationship between online purchase

29 behaviour with the factor of social media advertising i.e memorable visuals and slogans of the advertisements displayed on SNS in Surat s.b. Table of Symmetric Measures to determine how much 361 relationship exists between online purchase behaviour with the factor of social media advertising i.e memorable visuals and slogans of the advertisements displayed on SNS in Surat m.a. Table Relationship between online purchase 362 behaviour with the attractive factor of social media advertising in Mumbai n.a. Table Relationship between online purchase 363 behaviour with the attractive factor of social media advertising in Nashik n.b. Table of Symmetric Measures to determine the 364 relationship between online purchase behaviour with the attractive factor of social media advertising in Nashik s.a. Table Relationship between online purchase 365 behaviour with the attractive factor of social media advertising in Surat s.b. Table of Symmetric Measures to determine the 366 relationship between online purchase behaviour with the attractive factor of social media advertising in Surat m.a. Table Relationship between online purchase 367 behaviour with the trust factor of social media advertising in Mumbai n.a. Table Relationship between online purchase behaviour 369 with the trust factor of social media advertising in Nashik s.a. Table Relationship between online purchase behaviour

30 with the trust factor of social media advertising in Surat m.a. Table Relationship between complex buying behaviour with the appealing factor of social media advertising in Mumbai n.a. Table Relationship between complex buying behaviour with the appealing factor of social media advertising in Nashik n.b. Table of Symmetric Measures to determine how much relationship exist between complex buying behaviour and the appealing factor of social media advertising in Nashik s.a. Table Relationship between complex buying behaviour with the appealing factor of social media advertising in Surat s.b. Table of Symmetric Measures to determine how much relationship exists between complex buying behaviour and the appealing factor of social media advertising in Surat m.a. Table Relationship between complex buying behaviour with the memorable visuals and slogans factor of social media advertising in Mumbai m.b. Table of symmetric measures to determine how much relationship exists between complex buying behaviour and the memorable visuals and slogans factor of social media advertising in Mumbai n.a. Table Relationship between complex buying behaviour s.a. with the memorable visuals and slogans factor of social media advertising in Nashik. Table Relationship between complex buying behaviour with the memorable visuals and slogans factor of social

31 media advertising in Surat m.a. Table Relationship between complex buying behaviour with the attractive factor of social media advertising in Mumbai n.a. Table Relationship between complex buying behaviour with the attractive factor of social media advertising in Nashik s.a. Table Relationship between complex buying behaviour with the attractive factor of social media advertising in Surat s.b. Table of symmetric measures to determine how much relationship exists between complex buying behaviour and the attractive factor of social media advertising in Surat m.a. Table Relationship between complex buying behaviour with the trust factor of social media advertising in Mumbai m.b. Table of symmetric measures to determine how much relationship exists between complex buying behaviour and the trust factor of social media advertising in Mumbai n.a. Table Relationship between complex buying behaviour with the trust factor of social media advertising in Nashik n.b. Table of symmetric measures to determine how much s.a. relationship between complex buying behaviour and the trust factor of social media advertising in Nashik. Table Relationship between complex buying behaviour with the trust factor of social media advertising in Surat

32 m n s m n s m n. Table showing relationship between all the factors of variety seeking buying behaviour and all the factors of social media advertising in Mumbai. Table showing relationship between all the factors of variety seeking buying behaviour and all the factors of social media advertising in Nashik. Table showing relationship between all the factors of variety seeking buying behaviour and all the factors of social media advertising in Surat. Table showing relationship between all the factors of Dissonance buying behaviour and all the factors of social media advertising in Mumbai. Table relationship between all the factors of Dissonance buying behaviour and all the factors of social media advertising in Nashik. Table showing relationship between all the factors of Dissonance buying behaviour and all the factors of social media advertising in Surat. Table showing relationship between all the factors of Impulsive buying behaviour and all the factors of social media advertising in Mumbai. Table showing relationship between all the factors of Impulsive buying behaviour and all the factors of social media advertising in Nashik s. Table showing relationship between all the factors of 399 Impulsive buying behaviour and all the factors of social media advertising in Surat n.a. Table of Model Summary for Nashik n.b. Table of Anova to determine the level of significance n.c. Table for significance of Coefficients

33 10.14.s.a. Table of Model Summary for Surat s.b. Table of Anova to determine the level of significance of R s.c. Table for significance of Coefficients n. Table Showing effectiveness of SNSs in terms of more 407 Audience groups in Nashik n n n s s s s n.a n.b s.a s.b. Table Showing effectiveness of SNSs in terms of targeting consumers in Nashik. Table Showing effectiveness of SNSs in terms of more followers due to acquaintances in Nashik. Table Showing effectiveness of SNSs in terms of more unknown followers in Nashik. Table Showing effectiveness of SNSs in terms of more Audience groups in Surat. Table Showing effectiveness of SNSs in terms of targeting consumers in Surat. Table Showing effectiveness of SNSs in terms of more followers due to acquaintances in Surat. Table Showing effectiveness of SNSs in terms of more unknown followers in Surat. Table Relationship between qualification of young working women and impact of social media advertising in Nashik. Table To determine qualification group has more or less impact of social media advertisement in Nashik. Table Relationship between qualification of young working women and impact of social media advertising in Surat. Table To determine how much relationship exists between qualification of young working women and impact of social media advertising in Surat

34 m.a n.a n.b m.a s.a. Table Relationship between annual income of young working women and impact of social media advertising in Mumbai. Table Relationship between annual income of young working women and impact of social media advertising in Nashik. Table To determine how much relationship exists between annual income of young working women and impact of social media advertising in Nashik. Table Relationship between occupation of young working women and impact of social media advertising in Mumbai. Table Relationship between occupation of young working women and impact of social media advertising in Surat

35 LIST OF FIGURES Figure No. Title Page No. 3.1 Theoretical Model of the Study Revenue distribution of LinkedIn Three Cs of E-marketing ecosystem at HP Showing the Markets that will lead the growth in tech sector in the year

36 List of Abbreviations SNS Social Networking Sites. SM Social Media. IMC Integrated Marketing Communications. CRM Customer Relationship Management. FMCG Fast moving consumer goods. PR Public Relations ewom electronic word of mouth PCAP perceived community attitude toward a product MAU Monthly active users CAGR - Compounded Annual Growth Rate. SG&A - sales, general and administrative SERP - search engine ranking position CPC - cost per click EBITDA - Earnings before Interest, Taxes, Depreciation and Amortization USD - US Dollar MNC - Multi-national company 36

37 ASSOCHAM - The Associated Chamber of Commerce and Industry of India Executive Summary Social media has created a huge buzz in today s world. It is very popular in the younger generations, but the middle and the older generations are also not untouched by the wave of social media. On domestic front it is used for interacting with friends and relatives and for the purpose of socialising. On professional front, it has been widely used for acquiring markets by new business ventures. Many established organizations are undergoing operational change in their traditional practices in order to adapt to this online environment for promoting their products and services globally. Social media has been the most recent and booming technological innovations. It offers a wide range of benefits. Interest and curiosity to gain more knowledge in the field of social media has been the main ground for selecting the topic of Social media for the research purpose. Also much research has not been done on social media in the Indian context and more precisely in Maharashtra, therefore Social Media has been selected as the topic for research. In the first part of this study the various concepts are defined like the concept of social media, social media advertising, consumer buying behaviour etc. Moving ahead in the second part of the study, social media and advertising, social media and consumer behaviour, social media and consumer electronics, social media and women have been discussed in combination. The third part of the study has talked in detail about the different social media tools like Facebook, Twitter and LinkedIn which are the only tools considered for the purpose of this study from the large number of existing SNSs. In the fourth part of the study the various promotional strategies adopted by the 37

38 leading players in the consumer electronics segment are discussed in detail. The fifth part of the study throws light on the objectives of the study. The objectives of the study were : 1. To study the reason of online consumer s Social Media usage. 2. To study the customers buying behaviour with respect to Social media advertising. 3. To study the impact of social media advertising on the buying behavior of young working women for consumer electronics. 4. To study the effectiveness of Social Media tools like face book, twitter, LinkedIn on the consumer behaviour. 5. To study the impact of social media advertising on working women belonging to different demographic factors such as qualification, annual income, occupation and place. The Research Methodology Adopted: Data Collection: Primary data was collected by questionnaire survey method. Research instrument is questionnaire, personal interviews. Single questionnaire was created and administered in three cities. The target audience was working women in the age group of from Mumbai, Nashik and Surat in this study. The cities in India have been classified on the basis of grading structure devised by the government of India. According to this gradation, Mumbai belongs to Tier I category of cities and Nashik and Surat belongs to Tier II category (source for information on Tier I & II cities of India: ofindia.com). The 38

39 requirement of the study was comparison between the tier one and tier two cities having different population sizes. Therefore based on convenience, Mumbai was selected as a Tier I city or a Metro city with heterogeneous population of 12.7 million and Nashik as a tier II city having population approximately 1.5 million from Maharashtra and Surat having population 4.5 million was selected from Gujarat (source :Reports of Internet And Mobile Association of India [IAMAI] and Internet Market Research Bureau [IMRB] ). Pilot Study : Pilot study was conducted and the questionnaire was first pre-tested on a sample of 100 respondents (working women in the age group of 18-35) from Mumbai city for checking the reliability of the questionnaire. Reliability The Chronbach s Alpha found out was Any value of Cronbach s Alpha above 0.6 shows that the scale is reliable. Questionnaire The questionnaire comprised of several sections relating to the various aspects of social media advertising, buying behaviour etc. Essentially it comprises of : 1. Demographic aspects - 4 questions. 2. Usage of social media - 14 questions. 3. Buying behaviour including Consumer buying behaviour, complex, habitual buying behaviour etc questions. 4. Effectiveness of social media and impact of social media advertising - 15 questions. 39

40 Size and Design of Sample The study was conducted in two cities of Maharashtra (Mumbai & Nashik) and in one city of Gujarat (Surat). The sample unit is working women in the age group of and having knowledge of internet. Sampling Technique : Random Sampling technique has been used for this study. In a Random sample from infinite population, selection of each item is controlled by the same probabilities and the successive selections are independent of one another. (C.R.Kothari, Research Methodology Methods and Techniques) Sample size Calculation : Where, n = Sample size = critical value = Standard Deviation E = Estimated margin of error Z 2 n E Round off sample size is required is 1272 respondents. 40

41 Table on Chosen Sample Size Sr. No. Name of the Cities No. of Respondents 1 Mumbai Nashik Surat 397 TOTAL 1272 Variables of the study : Dependent Variables - Buying Behaviour with respect to Social Media Advertising. Independent Variables - Online Purchase Behaviour, Consumer Buying Behaviour, Complex Buying Behaviour, Habitual Buying Behaviour, Variety Seeking Buying Behaviour, Dissonance Buying Behaviour, Impulsive Buying Behaviour. Description of the Variables : 1. Online Purchase Behaviour : Online Purchase Behaviour, this variable primarily indicates the online behaviour of the consumer from the purchase point of view. It throws light on a couple of things related to the purchase taking place online through the medium of social media, like involvement of the consumer while taking the online purchase decision, to what extent the consumer thinks there is a difference in the products of different brands available online, what does the consumer think about the price of the product available on social media and 41

42 does the consumer think that the decision making process in case of online products is time consuming. 2. Consumer Buying Behaviour : Consumer Buying Behaviour, this variable focuses on the online behaviour of the consumer from the reasons which lead to the purchase through social media, point of view. It considers the reasons which lead to the purchase like whether the consumer read the blogs / reviews or view the advertisement on social media. It also studies the consumers behaviour by considering, to which electronic products consumer has provided rating. 3. Complex Buying Behaviour : Complex buying behaviour when the consumer is highly involved in the buying then it is called complex buying behavior. In case of complex buying behavior the consumer must collect proper information about the product features and attributes. 4. Habitual Buying Behaviour : In case of Habitual buying behavior there is low involvement of the consumer. The consumer buys the product belonging to a particular brand which has been regularly preferred by them because the consumer thinks that the product belonging to a particular brand is best fit for them. The consumer buys the product quickly. 5. Variety-Seeking Buying Behaviour : Variety seeking buying behaviour takes place when the consumer has many different product choices that serve the same purpose. In case of Variety- 42