A Project Report

On

“A Study on Impact of Social Media Marketing on Consumer Buying Behavior towards E-

Commerce Websites in Nagpur City”
(With special reference to Facebook Marketing)

Submitted to

RTM Nagpur University

In Partial fulfillment of MBA programme

Submitted by

Name: Shrividhya S. Nair

Enrol No: 2011016601081266

Batch: 2017-18

Under the guidance of

Prof. Rajani Kumar

Co-Guide

2017- 18
Green Heaven Institute of Management & Research, Nagpur
 Green Heaven Institute of Management & Research, Nagpur

CERTIFICATE

This is to certify that Miss. Shrividhya Nair is a bonafide student of Master of Business
Administration (MBA) in the session 2016-2018 of Green Heaven Institute of Management &
Research, Nagpur.

The candidate has worked under the supervision of Prof. Rajani Kumar and has satisfactorily
finished the project work in this academic session. The project submitted by her is her own work
and is complete so as to warrant its permission for examination.

A project work entitled “A Study on Impact of Social Media Marketing on Consumer Buying
Behavior towards E- Commerce Websites in Nagpur City” (With special reference to Facebook
Marketing), which is in partial fulfillment for the above course and is being forwarded to Nagpur
University for examination.

PROJECT GUIDE DIRECTOR

 DECLARATION

The project entitled “A Study on Impact of Social Media Marketing on Consumer Buying
Behavior towards E- Commerce Websites in Nagpur City” (With special reference to
Facebook Marketing), submitted to Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur
in the discipline of commerce has been completed under the guidance of Prof. Rajani Kumar,
Assistant Professor at Green Heaven Institute of Management and Research, Nagpur. This study
has been an outcome of my own efforts and not submitted either in part or in whole to any other
university for any other degree.

Date: Miss. Shrividhya Nair

Place: Nagpur (MBA Semester IV)
 ACKNOWLEDGEMENT

I, the Researcher take this opportunity to express my gratitude to all those involved in the
preparation and completion of the research activity. I express my deep sense of gratitude to Dr.
Anil Sharma, Director, GHIMR and Prof. Rajani Kumar, my project guide. Their endeavor for
perfection, foresight and innovation helped me in completing this project within the stipulated
time.

I am thankful to all the members of the management of Green Heaven Institute of

Management & Research, Nagpur who provided me with all the information I needed to
accomplish my project

I am also thankful to all the respondents for helping me in accessing the necessary
information for the study.

At last, I would like to thank my parents and friends, who stood supportive at every stage to
save loss of time, effort and money.

Date: Miss. Shrividhya Nair

Place: Nagpur MBA- Semester IV
 INDEX

Sr No. Chapter Page No.

1. INTRODUCTION AND RESEARCH METHODOLOGY 8-25

1.1 Introduction
1.2 Company Profile
1.3 Problem Statement
1.4 Aims and Objectives
1.5 Hypothesis
1.6 Research Methodology
1.7 Limitations
2. REVIEW OF LITERATURE 26-28

3. DATA ANALYSIS & INTERPRETATION 29-47

4. HYPOTHESIS TESTING

5. FINDINGS & CONCLUSION

6. SUGGESTIONS

BIBLIOGRAPHY

ANNEXURE
ABSTRACT

 
Research in common man’s language refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic. In fact
research is an art of scientific investigation. Research is done to gain familiarity with a
phenomenon event / product / service or to determine the frequency, with which something
occurs, with which is associated with something else or to test a hypothesis of casual relationship
between variables.

Due to ample innovations and technological advancements, Social media has been gaining
popularity in each and every part of the world. People are nowadays connected to each other
with the help of social websites such as Facebook, Twitter and many more apps available on the
internet. So each and every organization is concentrating upon social media and using it as a
marketing tool due to its wide reach and economic characteristic. Therefore, the prime objective
of this research report is to measure the impact of Facebook media marketing on consumer
buying behavior towards E-commerce websites in Nagpur city with the help of 150 respondents
as sample size. For the purpose of survey, structured questionnaires were sent, both online and
offline to the Facebook users who tend to buy products via Facebook Ads.

The study is restricted to the consumers making online purchases especially through Facebook
marketing in Nagpur city. Although there are many social media options, but the Researcher is
considering only Facebook as a marketing tool for the purpose of the study. The study would
help to increase the understanding of Facebook marketing within the environment of social
media. It will be carried out with the customers of various ‘online shopping sites’ who have
purchased through Facebook marketing.
 CHAPTER – 1
INTRODUCTION AND RESEARCH
METHODOLOGY

1.1 INTRODUCTION
Social media marketing (SMM) refers to techniques that target social networks and applications
to spread brand awareness or promote particular products. Social media marketing is perceived
as a more targeted type of advertising and is therefore believed to be very effective in creating
brand awareness. Social media presence is a necessity for many customer-driven enterprises as it
gives the impression of a more immediate connection between the customer and the seller.
Moreover, campaigns spread through social media are believed to have more resonance because
they are usually discovered through links shared by trusted sources. The rich data available
through social media can allow advertisers to target their message to very specific audiences,
providing the potential for better results. Social Media Marketing allows individuals, businesses
and other organizations to interact with one another and build relationships and communities
online. When companies join these social channels, consumers can interact with them directly.
That interaction can be more personal to users than traditional methods of outbound
marketing and advertising. Social networking sites act as word of mouth or more precisely, E-
word of mouth. The Internet's ability to reach billions across the globe has given online word of
mouth a powerful voice and far reach. The ability to rapidly change buying patterns and product
or service acquisition and activity to a growing number of consumers is defined as an influence
network. Social networking websites are based on building virtual communities that allow
consumers to express their needs, wants and values, online. Social media marketing then
connects these consumers and audiences to businesses that share the same needs, wants, and
values. Through social networking sites, companies can keep in touch with individual followers.
This personal interaction can instill a feeling of loyalty into followers and potential customers.
Also, by choosing whom to follow on these sites, products can reach a very narrow target
audience. Social networking sites also include much information about what products and
services prospective clients might be interested in. Through the use of new semantic analysis
technologies, marketers can detect buying signals, such as content shared by people and
questions posted online. An understanding of buying signals can help sales people target relevant
prospects and marketers run micro-targeted campaigns. In 2017, over 85% of business
executives identified social media as an integral part of their business. Business retailers have
seen 133% increases in their revenues from social media marketing. The increasing presence of
social media in India gives an active advantage to marketers to attract consumers through
advertisements, still the Indian consumers perception towards these advertisements remain
unexplored. Sharing news, photos, experiences and opinions on social media and being affected
by them represents a quite natural process for a great number of people. Through the years,
social media studies and research have increased interest in the web. In fact, the Internet is
studied as a source of data about society and culture. Social media is characterized by invisible
codes which enable a type of ubiquitous connectivity. All one needs is internet connection to
interact with others and to share information. Social media such as Facebook, Twitter and
YouTube are dynamic tools that facilitate online relationships. It is a relatively low cost firm of
marketing and allows organizations to engage in direct and end -user contact. Given the choices
made available to consumers and the influential role of social media marketing, the brands and
consumers have a changing role to play in the organization’s strategy in that they now have an
economic impact. Brands influence customer choice and these customers influence other
customers. These changes of events affect repurchases, which further affect future earning and
long term organization sustainability. So, after the introduction or emergence of social media,
each and every organization started to perform their marketing activities on those social media
websites which are frequently used by the people due to the advent of technological
advancements and internet. Social media advertising is a new version of corporate advertising
which has been adopted as new techniques by many companies. Both two way communication
and customized advertising are factors which maximize the effect of brand trust on customer’s
perceptions. Information Technology’s advancements are revolutionizing every business and
firms. In today’s scenario, the world is witnessing the phenomenon where online networks
became the bridge for global interactions through “sharing” and “following”. Within the past few
years, the phenomenon of social media on the internet has detonated into the main stream.
Further, this online information and data within Social media Networking Web sites (SNW) have
begun to be used for purposes beyond its intended use of just social interaction. In the following
decade with the growth of Web 2.0 technologies and rising online communications, communities
moved to begin its largest engagement of interactions through social media such as forums,
wikis, blogs, twitter, social networking websites like Facebook, Whatsapp and video hosting
sites like YouTube, Hotstar, Amazon Prime etc. Social media has quickly changed today‘s
marketing approach, and given the marketer connection between brands and consumers with new
possibilities and opportunities to increase brand awareness for consumers.
INFLUENCE OF FACEBOOK MARKETING ON CONSUMER BEHAVIOR
Consumer behavior is the study of individuals, groups, or organizations and the processes
they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and society. It blends elements from
psychology, sociology, social anthropology and economics. It attempts to understand the
decision-making processes of buyers, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioral variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general. In a consumer buying behavior, the customer
plays three distinct roles of user, payer and buyer. Consumer behavior is very difficult to predict,
even for experts in the field. It is influenced by internal conditions such as demographics,
psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.
Psychological factors include an individual’s motivation, perception, attitude and belief, while
personal factors include income level, personality, age, occupation and lifestyle. Behavior can
also be affected by external influences, such as culture, sub-culture, locality, royalty, ethnicity,
and family, social class, past experience reference groups, lifestyle, and market mix factors.
Facebook advertisement is the effective source to emotionally motivate customers towards
buying the advertised products. Facebook advertising influences liking of products and attitude
towards brand. Attitude-towards-the –ad, is a well-known theory of advertising. Attitude towards
the ad theory is influencing consumers’ feelings towards brand that leads to purchase intent.
Consumer buying behavior is laid on the perceptions’ that they will decide to. Advertising is
done with the aim to influence consumers’ feelings toward brand, increasing sales and to create a
positive emotional response to advertisement. Therefore, the basic goals of advertisement are to
encourage purchase action and create awareness. With billions of active people, Facebook
provides a great opportunity for marketers to reach customers all over the world. Marketers
quickly realize the value of brand promotion by using Facebook. Why not market the business to
billions of people? What’s more, it is free to build a Facebook page. A lot of renowned
companies are attracted to promote their brands on Facebook, such as Amazon, Samsung,
Flipkart, Nike, Myntra, Snapdeal, Craftsvilla, E-bay and so on. They carry out marketing
campaigns by leveraging Facebook’s features. Effective marketing strategies help them build an
engagement with current customers and attract potential customers. Facebook is a platform
which satisfies marketer’s needs to take part in a conversation with customers. It provides an
open and transparent circumstance where information can flow freely between consumers and
marketers. Being one of the largest social media platforms, it provides insight into its users’
interests, likes, dislikes, personal life and buying behavior. This large database of information
can be tapped into by the business or organization to generate high quality leads, sales enquiries
and traffic to your website. Facebook pages assist businesses, brands and organizations in
sharing information and reaching out to people. Users like the pages that they are interested in.
With this, they can stay in touch and get updates about different activities. There are a number of
ways brands can use facebook marketing to benefit their marketing efforts. The use of facebook
marketing in the digital era not only allows for brands to market their products and services, but
also allows for online customer support through 24/7 services to make customers feel supported
and valued. The use of facebook media interaction allows brands to receive both positive and
negative feedback from their customers as well as determining what media platforms work well
for them. As such, facebook marketing has become an increased advantage for brands and
businesses. Word of mouth communications and peer-to-peer dialogue often have a greater effect
on customers, since they are not sent directly from the company and are therefore not planned.
Customers are more likely to trust other customers’ experiences. It is increasingly advantageous
for companies to use social media platforms like facebook to connect with their customers and
create these dialogues and discussions. Facebook is type of social media, where people with
common interest shares their ideas and comments in a virtual environment (Weber, 2009).
Facebook advertising enables customers to share their experience, ideas, interest and useful
information about a brand. Facebook advertising is useful in the sense that it is interactively
helpful in collecting feedback and demographic information of targeted customers. In current
business environment, Facebook advertising is an effective source to reach targeted customers.
Facebook advertising provides the opportunity to build up your brand and engages with
customers on a large social network.

Facebook advertising is done to create likeness, attraction and influence buying behavior in
positive way. Attitude-towards-the ads, is an interesting theory of advertising often used to
understand the buying behavior. Effective advertisement influences the attitude towards brand
and finally leads to purchase intention. Ideally, consumers buying behavior is the products
purchase decision. Social media particularly Facebook has become a marketing channel to reach
target market. According to a study, “Expand your Brand Community Online” social media has
become a significant marketing channel to reach directly targeted customers and engages them
with company brands .The leading brands have collected consumers on a single platform (i.e
Facebook) and keep them updated at lower cost. According to Lukka and James (2014)
Facebook is an effective source to market your products in a personal way. Facebook has
enabled marketers to customize their advertisements for a specific group of people. Marketers
target these individual on the basis of demographic information’s and mutual interest. Facebook
has made it possible to reach these targeted people in cost effective and interesting way instead
of traditional marketing channels. Facebook advertisers are using different techniques to
effectively convey commercial messages to create purchase decision. Facebook offers better
“smart advertising” option that has enabled advertisers to customize all the facts in their ads for
viewers corresponding.
1.2 COMPANY PROFILE: FACEBOOK

Facebook is the world’s largest social network service. Users can create a personal profile,
add other users as friends, exchange messages, and keep in touch with friends, family and
colleagues. It connects those with shared interests across political, economic and geographic
borders. In February 2004, Mark Zuckerberg, with the help of Andrew McCollum
and Eduardo Saverin, launched a website that would change online social interaction forever.
The Facebook started on the campus of Harvard University, where the three friends
were students, Zuckerberg being a psychology major of all things. Within 24 hours of going live,
The Facebook was a community of 1200 Harvard University students. The Facebook buzz grew
on the Harvard campus and within weeks students from Stanford and Yale wanted in.
The network was extended and by April 2004, the Facebook was available on all Ivy
League servers. Facebook may be accessed by a large range of devices
with Internet connectivity, such as desktop, laptop and tablet computers, and smartphones. After
registering to use the site, users can create a customized profile indicating their name,
occupation, schools attended and so on. Users can add other users as friends, exchange messages,
post status updates, share photos, videos and links, use various software applications and receive
notifications of activity. Additionally, users may join common-interest user groups organized by
workplace, school, hobbies or other topics, and categorize their friends into lists. Additionally,
users can complain about or block unpleasant people. Facebook has more than 2 billion monthly
active users as of June 2017. Today it is one of the leading social media websites to connect
people. Facebook continues to be the reigning champ of social media sites, as the #1 spot where
friends connect and share online. Whether you're a big corporation or a small local
biz, Facebook is a powerful marketing tool – it's a great space to keep customers informed,
develop brand identity, and broaden the reach. The world’s most popular social networking site
Facebook has been attracting eyeballs of the marketers from almost every industry and seems to
be getting enough results to continue the marketing campaign. Facebook Marketing is simply the
practice of using Facebook as a platform to carry out the marketing activities of a company. The
gateway of this market place is the Facebook pages. With over 1.23 billion users and still
counting, Facebook has overshadowed any other social networking site that ever existed. Almost
every social media app today has an option to log in with Facebook. It is the primary social
networking site which is so influential that some people even confuse it to be the internet itself.
In such circumstances, it becomes very difficult for the marketers to ignore such an influential
network knowing that their potential audience is making use of this media on a regular basis.
There is a need for businesses to mark their online presence in order to go digital but that does
not allow us to conclude that Facebook presence is what will solve the purpose. However, there
are several perks of having the business’s products being marketed on the world famous social
media app and networking sites. At present, every smartphone includes a Facebook app in the
list of apps that are stored internally. Facebook marketing includes each and every activity that is
practiced to drive user traffic to the website or simply boost sales in general. The facebook
marketing strategy is prepared in accordance with the functioning of the social media site unlike
the traditional practices of marketing; the strategy adopted is relatively different. Facebook isn’t
just powerful. It’s flexible. No matter what type of company you run, it has enough different
marketing options that you can tailor your marketing efforts to fit your company, your budget,
and your time constraints.Yes, it can take some time to get to know all of its features, but it’s
worth it. Facebook still is growing at a rapid pace, and every day it becomes a more
indispensable part of social media marketing. It’s also important to strike while the iron is hot.
For the moment, companies that are savvy about Facebook marketing still enjoy an early-adopter
advantage. Once more traditional marketers start transitioning into the space, competition will
increase, advertising prices will rise, and users will become much pickier.

IMPORTANCE OF FACEBOOK MARKETING

Facebook has come a long way since its humble beginning as a way for the people to connect,
being the largest social media network in the world. Today it is considered a powerful marketing
tool and an affordable, yet effective way to grow any brand. It goes without saying that it’s
important for any brand to be on Facebook. It is estimated that one out of three people
(approximately 128 million) use Facebook daily. With such high traffic volume, Facebook is a
valuable tool for advertisers. The businesses create a great impact on the minds of the people
through their facebook marketing strategy. Since Facebook was first developed in 2004, it has
grown to become the biggest social media platform on the web. As it grew in popularity, the
executives at Facebook realized the potential it held for advertising. Facebook Advertising is one
of the most popular methods of online advertising. Facebook Advertising allows businesses to
use detailed market segmentation to reach only their best customers. The design of Facebook
ads, specially the news feed ads, integrates them into the social content so well that many people
don’t realize that they are seeing advertisements. This makes viewers more receptive to the
messages as they don’t feel like they are being “sold” to.

To some entrepreneurs, Facebook marketing is the “next big thing,” a temporary yet powerful
fad that must be taken advantage of while it’s still in the spotlight. To others, it’s a buzzword
with no practical advantages and a steep, complicated learning curve. Facebook has a huge
potential for companies to increase sales and create its brand image.

Here are some of the points that elaborate the importance of facebook marketing for the E-
commerce sites-
 Growth- Facebook is improving by the day. In the last four years, the number of users
has almost doubled. The future is looking very bright. There will be more users to show
the content and advertising will likely keep getting better and cheaper. There is no
denying that Facebook is here to stay. It’s amazing to think that what started as a simple
way to stay in touch with friends has turned into a platform that connects people and
brands all across the world.

 Consumer psychology- One of the biggest advantages of Facebook (or social media in
general) is that it gives everyone a voice that will be heard. In addition to providing the
ability to share opinions on products or services, Facebook enables users to endorse
businesses within their own community by simply hitting the “Like” button. Companies
can leverage this phenomenon and turn everyday users into brand influencers. 9 in 10
consumers take the words of their peers into account during the buying process.

 Quick feedback- In the old days, when businesses wanted to reach out their customer
base for feedback on products or services, they would have to do things like direct-mail
voting polls or cold call surveys. Luckily, those days are over and brands need to look no
further than social media. Facebook makes it easy for businesses to simply post a
question on their status and sit back and watch for the comments. Time is perhaps the
most valuable asset in business. Facebook is great for companies looking to get an
impression of their image and product quickly so they can see what works and what
doesn’t without hassle.

 Early-stage brand awareness- Facebook can work a lot like PR if managed

strategically. The Brand Awareness objective uses a combination of real-time proxy
metrics with both the reach and attention users give to a campaign to provide brands with
maximum exposure. Getting started with this early on is critical so that later campaigns
can have a bigger audience. The goal is capture attention across the board to get in front
of people most likely to be interested in any brand.
  Maximum visibility at minimum cost- Advertising on Facebook is comparatively
cheaper than on Google. Also, Facebook video views are cheaper than YouTube.
Research shows that consumers spend 90% of time spent on mobile is on apps and
Facebook leads the way as the most downloaded platform of the first half of 2017.

 Custom-targeted audience- Facebook advertising campaigns are built around (and for)
specific audiences. For this reason, the Facebook Custom Audience Tool can work
magic. This tool enables marketers to upload lists of contacts such as emails, UIDs, and
phone numbers so that they can target the customers with certain ads.

E-COMMERCE WEB-SITES CONSIDERED FOR THE STUDY –

Facebook is a powerhouse for advertising. While Facebook has become a standard advertising
and marketing channel for retailers, its development as an e-commerce platform is still in its
early stages. But companies are testing out new ways to get people to buy on Facebook. The
biggest e-commerce use of Facebook thus far has been to drive traffic back to their websites
through ads, or by posting deals or new products on Facebook. Retailers have also placed
Facebook’s “Like” button on their own sites as a quick way for users to automatically create
links on Facebook. Or they have placed product reviews on Facebook using services like Power
Reviews. They are also integrating Facebook’s Open Graph technology into their sites to show
customers, for example, friends who have a birthday so that they can buy a gift for them.
Ultimately, retailers seem eager to test out various methods of driving e-commerce on Facebook
as part of a larger online sales and marketing strategy, not wanting to get left behind in relation
to competitors. Advertising, promotions, deals, branding, and customer service are all part of the
mix. And e-commerce is also an important piece of that puzzle.
 Amazon- Amazon India launched operations in June 2013. On the first day of its
operations, Amazon India had received more than 10,000 orders. Amazon India is a fully-
owned subsidiary of US based e-commerce giant Amazon, Inc. The parent company
Amazon was founded in 1994 by Jeff Bezos. Amazon India currently offers products
across various categories such as mobile phones, computers and accessories, men’s and
women’s fashion, books, sports & fitness, electrical & electronic items, movies, music,
cars, motorbike, baby products, toys, grocery items, etc. When someone asks a question,
Amazon answers it. If someone expresses a frustration, a response is quick and helpful.
Amazon creates and contributes to conversations, which is imperative for brand success
on social media. Indeed, in keeping with the social aspect of Amazon’s social media
efforts, customers with Facebook-connected accounts will see product reviews written by
their Facebook connections and products that their connections have put on their Amazon
Wish Lists. Promotions-wise, Amazon also uses Facebook to highlight products, and
offers date-related coupons and discounts to encourage sales. When Mother’s Day is just
around the corner, the Facebook page becomes awash with gift ideas and discount
coupons to purchase them – followers, who were likely going to buy a gift online
anyway, would be foolish to look elsewhere.

 Flipkart- Founded in October 2007, Flipkart is one of India’s leading E-commerce

marketplaces, with headquarters in Bengaluru. Flipkart was founded by Sachin Bansal
and Binny Bansal and the company initially started as an online book store. As of now,
the company offers more than 80 million products spread across more than 80 categories
such as mobile phones & accessories, computers and accessories, laptops, books and e-
 books, home appliances, electronic goods, clothes and accessories, sports and fitness,
baby care, games and toys, jewelry, footwear, etc. Diffrenet tools are adopted by Flipkart
towards its facebook marketing strategy like-

 Category Focused Face book page i.e books, gaming, fashion etc, which is for building
engagement with fans.
 Deals and Offers based FB Page which is for customer acquisition.
 Likes- 3.3 million
 Seasons to Festivals or Birthday based Cover Photos.
 Updates on new Products and Customer queries.
 Response on customer Complaint is average and Inconsistent.
 Exclusive customer tab for support.
 Average Response per Post 40-50
 Focus is on Customer acquisition and engagement.

 Snapdeal- It is India's largest online marketplace features best priced deals on branded
products like mobile phones, electronics, computer peripherals, apparels, cosmetics,
perfumes, watches, bags, sunglasses, footwear, kitchenware and more. Snapdeal is the
market leader in the retail services and is the largest e-retailer of watches, sunglasses,
jewellery, among other categories. Snapdeal worked with Facebook Creative Shop to
develop exclusive Facebook and Instagram content. These assets were the cornerstone of
the campaign’s overall creative, media and measurement strategy. To create awareness
and boost consideration and purchase intent, the brand campaign used Canvas, video ads
in the carousel format and ads that mixed photos and videos in a carousel. The
performance campaign increased incremental sales and helped Snapdeal acquire new
customers, using dynamic ads for both prospecting and remarketing, as well as photo and
video ads. The first phase built brand awareness and message association. The second
phase focused on increasing purchase intent. The final phase encouraged conversions.
Both the brand and performance campaigns used facebook ads to direct customers to the
Snapdeal website or mobile app. Snapdeal could also retarget dynamic ads to them by
displaying photos of the products they were interested in.
 E-bay- Ebay India, India’s leading e–commerce market place is India’s largest online
shopping website where thousands of Indian entrepreneurs and brands list a wide range
of products across electronics, lifestyle, collectibles and media categories. Ebay India, is
a 100 per cent subsidiary of Ebay Inc., which is a multinational e-commerce corporation
headquartered in San Jose, California that facilitates consumer-to-consumer and business-
to-consumer sales through its website. E-Bay was founded by Pierre Omidyar in 1995. A
lot of noise has been made about using social media like Facebook to drive the success of
online selling, but too often the cheer-leading has been too light on “how-to” information
to help non-social-media enthusiasts to get it done. E-bay, like others too was benefitted
through its Facebook-centered marketing

 ShopClues- ShopClues was founded in July 2011 and the mastermind powering the
venture was Sandeep Aggarwal, one of the co-founders of the company. The other co-
founders of ShopClues are Sanjay Sethi, CEO of ShopClues and Radhika Aggarwal,
Chief Business Officer (CBO). ShopClues is headquartered in Gurugram and is an Indian
subsidiary of US-based Clues Network Inc. ShopClues was founded with the goal of
providing the best bargains to people of India. It is common knowledge that buyers in the
country will visit multiple stores to get the best deals. ShopClues strongly believe that a
good shopping experience is not fully delivered until the products and services sold are
the most competitively priced. They try their best to bring customers to those merchants
who are either some of the largest sellers in the category they operate in or have very
low-cost structure but in both scenarios, they are able to price their products/services
most competitively.

 Jabong.com- Jabong is an Indian lifestyle and fashion online major, Jabong.com was
founded in 2012 and is headquartered in Gurgaon, Haryana. It provides a variety of
lifestyle and branded fashion products and items to its customers, which includes shoes,
clothes, watches, cell phones, home decoration products and so on. Today, it is one of the
top E-commerce companies in India. Facebook’s dynamic ads can be retargeted to
potential customers by showing them products they have looked at on both Jabong.com’s
website and app, allowing the brand to customise ads to every individual. This helped the
 company to not only reach more shoppers, but also retarget them to complete the sale—
across mobile and desktop. Core audience targeting helped the company reach people
most likely to be interested in its products based on demographics, location, interests and
behaviour. Jabong.com also created lookalike audiences based on its current customers to
reach a high quality, high purchase-making group of people who were most likely
convert.

 Myntra- Based in Bengaluru, the state capital of Karnataka, Myntra is an Indian online
fashion and lifestyle web portal. Indian Institute of Technology (IIT) alumnus Mukesh
Bansal, Vineet Saxena and Ahsutosh Lawania founded Mytnra in 2007. It started off as a
personalized gift items oriented marketplace but later turned its focus to online trading in
the Indian retail sector, selling branded products. Today, Myntra is one of the top most
preferred online shopping destinations for Indian consumers, especially for youth.
Facebook is always been famous for driving growth for business by promoting their
brands. Myntra joined Facebook in the year 2007 and till now it has 2.8 million
followers.  Myntra leveraged Facebook & generated 25% revenue. The main objective of
Myntra using Facebook as a marketing channel is to procure more new customers,
increase engagement with existing customers and create a strong brand credibility among
the target customers.

1.3 PROBLEM STATEMENT

Facebook is one of the most popular social networks on the internet. Utilizing Facebook
for digital marketing strategy is without doubt one of the best ways to connect and grow a
social following online. The world’s most popular social networking site Facebook has
been attracting eyeballs of the marketers from almost every industry and seems to be
getting enough results to continue the marketing campaign. Facebook Marketing is
simply the practice of using Facebook as a platform to carry out the marketing activities
of a company. Through the study, the researcher would try to explore:-
  To what extent can social media advertising be used to create a multi-way dialogue
between users and online shopping websites?
 How can Facebook advertising induce an initial set of user to purchase online?
 How effective is the Facebook Advertising as a tool for enhancing brand image and brand
equity?

1.4 NEED FOR THE STUDY

The purpose of this study is to increase the understanding of Facebook marketing within
the environment of social media. This study attempts to answer the question: “Why is it
necessary for online shopping websites to establish a presence in social media especially
on Facebook? What strategies can be developed for Facebook marketing?” The study will
be carried out with the customers of various ‘online shopping sites doing facebook
marketing.’ Today almost every educated and modern person is active on social media
like facebook. So it is pertinent that advertising of various products on it would definitely
attract the users of social media and induce them to at least login to the e-commerce
shopping sites and view the products which in few attempts can also motivate them to
buy the goods and services as well.

1.5 OBJECTIVES OF THE STUDY

The aim of this study is to determine the effectiveness of social media marketing especially
through Facebook on purchase behavior of the consumers. Besides this, the researcher tries to
find out these factors:

 To identify how social media advertising can enhance dialogue between e-commerce
sites and customers by multi-way communication.
 Identify consumer perceptions towards social media advertising approach.
 To identify how much the consumers respond, positive or negative, towards social
media advertising.
1.6 STATEMENT OF HYPOTHESIS

A hypothesis is regarded as a statement that asserts a relationship between variables. It is also

regarded as a provisional answer to the question that the investigator intends to answer through
the research mechanisms. Following Hypothesis is framed for the proposed research;

Null Hypothesis (H0): There is no significant relation between consumer purchase behavior and
Facebook marketing done by online shopping sites.

Alternate Hypothesis (H1): Facebook marketing done by online shopping sites has a positive
impact on consumer purchase behavior.

1.7 RESEARCH METHODOLOGY

Research is defined as human activity based on intellectual application in the investigation of
matter. The primary aim for applied research is discovering, interpreting, and the development of
methods and systems for the advancement of human knowledge. Research refers to search for
knowledge. It is a scientific and systematic search for pertinent information on a specific topic
“Research is an organized and systematic way of finding answer to questions”. Research
methodology is a way to systematically solve the research problem. It is process used to collect
information and data for the purpose of making business decisions. The methodology may
include publication research, interviews, surveys and other research techniques, and could
include both present and historical information. Research methodology has many dimensions. It
includes not only the research methods but also considers the logic behind the methods used in
the context of the study and complains why only a particular method of technique has been used.

a) Scope
The study is restricted to the consumers making online purchases especially through Facebook
marketing in Nagpur city. Although there are many social media options, but the Researcher is
considering only Facebook as a marketing tool for the purpose of the study.
b) Research Design
The research design will be used in this study is both ‘Descriptive’ and ‘Exploratory’

c) Sample size
A sample of 150 consumers who purchase products from online shopping sites via Facebook ads
will be taken as respondents.

d) Sampling Technique
In this research, each and every individual of Nagpur city, who purchase products from online
shopping sites via Facebook ads, will be the member of the population or universe of the study.
For the purpose of this study, Convenience sampling, a type of non-probability sampling
technique will be used to select the respondents.

e) Sources of data collection

For the purpose of the study, the Researcher will be collecting both primary data and secondary
data. Primary data will be collected in two ways. One method will be observation of the
Facebook page for E-commerce sites advertisements’ and the other one by delivering
questionnaires, both online and offline; to Facebook users who tend to buy goods online via
facebook ads. Secondary data will be availed through various books, journals, websites etc.

f) Research approach

The survey method was adopted for collected the primary data. Survey research is systematic
gathering of data from respondents through questionnaire.

g) Statistical Tools
Cross Tabulation will be used for the purpose of the study. A Cross Tabulation is a joint
frequency distribution of cases based on two or more categorical variables. Displaying a
distribution of cases by their values on two or more variables is known as contingency table
analysis and is one of the more commonly used analytic methods in the social sciences. The joint
frequency distribution would be analyzed using this method to conduct hypothesis testing.

1.8 LIMITATIONS OF THE STUDY

 
 Area of the study is restricted to Nagpur city only.
 Due to the limitation of time and resources, sample size will be of only 150 respondents.
 The study will be using some secondary data which may have some deficiencies.
 Enough care is taken in formulating the questionnaire, still some errors may creep in.
 Convincing the respondents to spare time for filling the questionnaire will also be a challenge
 The project is based on the survey methodology by a structured questionnaire and the
personal skills of the researcher undertaking the project may affect the results.
 The consumer behavior varies according to different products
 CHAPTER – 2
REVIEW OF LITERATURE

2.0 REVIEW OF LITERATURE

A literature review can be defined as a written summary of past research that critically evaluates
specific findings that may be related to the current study's topic. Also, a literature review does
not discuss a new study. Literature reviews are important because the current researcher is
expected to create a new study based off of these previous studies in order to further the findings
and knowledge known about that area of study. A literature review is a text of a scholarly paper,
which includes the current knowledge including substantive findings, as well as theoretical and
methodological contributions to a particular topic. Literature reviews use secondary sources, and
do not report new or original experimental work. A literature review may constitute an essential
chapter of a thesis or dissertation, or may be a self-contained review of writings on a subject. In
either case, its purpose is to:

 Place each work in the context of its contribution to the understanding of the subject
under review
 Describe the relationship of each work to the others under consideration
 Identify new ways to interpret, and shed light on any gaps in, previous research
 Resolve conflicts amongst seemingly contradictory previous studies
 Identify areas of prior scholarship to prevent duplication of effort
 Point the way forward for further research
 Place one's original work (in the case of theses or dissertations) in the context of existing
literature
 The literature review itself, however, does not present new primary scholarship.

a) Ali, H., in his research paper, “Exchanging value within individual’s networks”
(2011), stated that, Social media offer different values to firms, such as enhanced
brand popularity, facilitating word-of-mouth communication, increasing sales,
sharing information in a business context and generating social support for
consumers.

b) Bagozzi, R.P. & Dholakia, U.M., in their researcher paper, “Intentional social
action in virtual communities” (2002), found that with the rise in social networks, a
new era of content creation has emerged, where individuals can easily share
 experiences and information with other users. The next generation of online
businesses will be based on communities - a good tool for new customer attraction.

c) Bronner, F. & de Hoog, R., in their research paper “Consumer-generated versus

marketer-generated websites in consumer decision making (2010)”, found that,
reviews are one of the key areas that have emerged from social media. Customer
reviews are widely available for products and services, generating great value for
both consumers and companies.

d) Fuller, J., Muhlbacher, H., & Matzler, K., in their research paper, “Consumer
empowerment through internet-based co-creation” (2009), stated that, by using
social media, consumers can create content and offer valuable advice to others. This
new development has seen online communities and an electronic network of
individuals emerge on social platforms where members share information globally
and quickly.

e) Lorenzo, C., Constantinides, E., & Geurts, in their research paper, “Impact of web
experience on e-consumer responses, e-commerce and web technologies” (2007),
states that, Social media provide opportunities for businesses to become more
attractive universally. Consequently, it is important for companies to have a business
model adapted to social commerce. Social commerce is a new stream in e-commerce,
which encourages the social interaction of consumers through social media.

f) Wang, X., Yu, C. & Wei, Y., in their research paper, “Social media peer
communication and impacts on purchase intentions: a consumer socialization
framework (2012), opine that, Consumer socialization occurs through social media
directly by social interactions among consumers, and indirectly by supporting product
involvement. The social relationship of consumers generated through social media
significantly affects the perceived trust of consumers.

 
 CHAPTER – 3
DATA ANALYSIS AND
INTERPRETATION
3.0 DATA ANALYSIS AND INTERPRETATION
For the purpose of analysis and interpretation of data, the researcher has illustrated the
responses received through questionnaires that have been sent to the respondents, online and
offline. The presentation of the data has been done in the graphical form. The responses are
elaborated as below:

Table No. 1 Gender

Gender Responses
Male 67
Female 83
Total 150

Graph No.1
Gender

Male
Female 45%
55%

The graph above shows that, nearly 55% of the respondents were females while 45%
were males who use Facebook.

This reveals that majority of the respondents were females.

 Table No. 2 - Age
Age Group Responses
18 - 30 134
31 - 50 14
50 above 2
Total 150

Graph No. 2

Age
18 - 30 31 - 50 50 above
1%
9%

89%

The graph above shows that, 89% of the respondents belonged to the age group between
18-30 years, 10% of them belonged to the group of 31-50 years. Only 1% belonged to the age
group of more than 50 years.

This reveals that majority of the respondents belonged to the age group of 18-30.
 Table No. 3 – Occupation
Occupation Responses
Business 11
Profession 21
Service 15
Students 97
House Wife 6
Total 150

Graph No. 3

Occupation
Business Profession Service
Students House Wife Not Working
4%
7%

14%

10%

65%

The graph above shows that, 65% of the respondents were students, 14 % of them
were professionals, 10% were in service, 7% were involved in business and 4% were
housewives.

This reveals that majority of the respondents were students and professionals who use
Facebook.
 Table No. 4 – Frequency of Using Facebook

Options Responses
Daily 92
Few times a week 31
Few times a month 9
Rarely 18
Total 150

Table No. 4

Frequency of using Facebook

Daily Few times a week
Few times a month Rarely

12%
6%

21%
61%

The graph above shows that, nearly 61% of the respondents use facebook daily, whereas
21% use it few times a week, nearly 12% few times a month and 6% use it rarely.

This reveals that most of the respondents use facebook daily and thus it can be a very
good tool for marketing various products online.
 Table No. 5 - Frequency of Online purchases via Facebook

Options Responses
Frequently 13
Sometimes 92
Rarely 45
Total 150

Graph No. 5

Frequency of online purchase via Facebook marketing

Frequenty Sometimes Rarely

9%

30%

61%

The graph above shows that, nearly 61% of the respondents have made frequent
purchases via Facebook marketing, 92% have made purchases sometimes and 30% have made
rare purchases.
 Table No. 6 - Products purchased via Facebook Marketing

Products Frequency
Electronics 39
Household items 52
Cosmetics 35
Apparels 75
Books 12
Footwear 25
Sporting goods 7
Accessories 36
Others 20

Graph No. 6

Products purchased via Facebook marketing

75

52
39 36
35
25
20
12
7

cs s cs els ok
s ar ds ies rs
ni te
m eti ar we oo or he
r o i m p Bo t g s t
ct ld s Ap Fo
o g es O
Ele eho Co r tin A cc
us Sp
o
Ho

The graph above shows that, nearly 26% of the respondents purchased electronic items,
24% purchased accessories, 35% purchased household items, 23% purchased cosmetics, 50%
spent on apparels, 8% purchased books, 17% purchased footwear, 5% spent on sporting goods,
while 13% purchased other categories of goods through Facebook marketing.
 Table No. 7 – Favorite E- Commerce Sites

E-Commerce sites Responses

Amazon 91
Shop clues 26
Myntra 19
Jabong 39
Snapdeal 78
Flipkart 8
E-Bay 17
Others 16

Graph No. 7

Favourite E-Commerce Sites

8
Others 8
16
7
E-Bay 7
17
6
Flipkart 6
8
5
Snapdeal 5
78
4
Jabong 4
39
3
Myntra 3
19
2
Shop clues 2
26
1
Amazon 1
91

The graph above shows that, 61% of the respondents liked to purchase through Amazon,
52% liked Snapdeal, 26% liked Jabong, 17% liked Shopclues, 13% liked Myntra, 11% liked E-
Bay and 5% liked Flipkart. 11% of the respondents chose other sites as their favorites.

This reveals that Amazon and Snapdeal are favorites E-commerce sites of majority of
respondents that use Facebook marketing,
 Table No. 8 – Effectiveness of Facebook Marketing

Options Responses
Yes 115
No 12
Neutral 23
Total 150

Graph No. 8

Effectiveness of Facebook Marketing in inducing customers

Neutral
15%

No
8%

Yes
77%

The graph above shows that, 77% of the respondents feel that Facebook is an effective
tool in inducing customers for making online purchases, 8% disagreed to this whereas 15%
showed neutral responses.

This reveals that most the respondents are of the view that Facebook is an effective tool
in inducing customers for making online purchases.
 Table No. 9 – Facebook Media as an effective source of information

Options Responses
Yes 81
No 26
Neutral 43
Total 150

Graph No. 9

Facebook media as a good source of information

Neutral
29%

Yes
54%

No
17%

The graph above shows that, 54% of the respondents feel that Facebook media is an
effective source of information on product brands, 17% disagreed to this whereas 29% showed
neutral responses.

This reveals that most the respondents are of the view that Facebook media is an effective
source of information on product brands.
 Table No. 10 – Behavioral Responses

Statement- I Frequently see E-Commerce Ads on Facebook

Options Responses
Yes 112
No 16
Neutral 22
Total 150

Graph No. 10

Frequency of E-Commerce Ads on Facebook

Neutral
15%

No
11%

Yes
75%

The graph above shows that, 75% of the respondents frequently see E-Commerce Ads on
Facebook, 10% disagreed to this whereas 15% showed neutral responses.

This reveals that most the respondents frequently see E-Commerce Ads on their
Facebook page.
 Table No. 11 – Behavioral Responses

Statement- Facebook Marketing promotes impulsive purchase

Options Responses
Yes 89
No 25
Neutral 36
Total 150

Graph No. 11

Facebook Marketing promotes impulsive purchase

Neutral
24%

Yes
No 59%
17%

The graph above shows that, 59% of the respondents feel that Facebook Marketing
promotes impulsive purchases, 17% disagreed to this whereas 24% showed neutral responses.

This reveals that most the respondents are of the opinion that that Facebook Marketing
promotes impulsive purchases.
 Table No. 12 – Informative Responses

Statement- The information about products and services of a brand on Facebook is sufficient to
make a purchase decision

Options Responses
Yes 68
No 43
Neutral 39
Total 150

Graph No. 12

Sufficient Information on Facebook to make a

Purchase decision

Neutral
26%
Yes
45%

No
29%

The graph above shows that, 45% of the respondents feel that the information about
products and services of a brand on Facebook is sufficient to make a purchase decision, 29%
disagreed to this whereas 26% showed neutral responses.

This reveals that most the respondents are of the opinion that the information about
products and services of a brand on Facebook is sufficient to make a purchase decision.

Table No. 13 – Informative Responses

 Statement- The comments about brands/products are relevant and helpful

Options Responses
Yes 87
No 24
Neutral 39
Total 150

Graph No. 13

Relevent and helpful comments on Facebook

Neutral
26%

Yes
58%
No
16%

The graph above shows that, 58% of the respondents feel that the comments about
brands/products on facebook are relevant and helpful, 16% disagreed to this whereas 26%
showed neutral responses.

This reveals that most the respondents are of the opinion that the comments about
brands/products on facebook are relevant and helpful.
 Table No. 14 – Brand Attitude Responses

Statement- I easily recognize brand features on Facebook advertisements

Options Responses
Yes 87
No 36
Neutral 27
Total 150

Graph No. 14

Recognition of Brand Features

Neutral
18%

No Yes
24% 58%

The graph above shows that, nearly 58% of the respondents easily recognize brand
features on Facebook advertisements, 24% disagreed to this whereas 18% showed neutral
responses.

This reveals that most of the respondents easily recognize brand features on Facebook
advertisements.
 Table No. 15

Brand Attitude Responses

Statement- Brands I have seen through Facebook Ads are reliable and attractive

Options Responses
Yes 79
No 31
Neutral 40
Total 150

Graph No. 15

Brands that are seen through Facebook Ads are reliable and
attractive

Neutral
27%

Yes
53%

No
21%

The graph above shows that, nearly 52% of the respondents feel that brands seen through
Facebook are reliable and attractive, 21% disagreed to this whereas 27% showed neutral
responses.

This reveals that most of the respondents trust the brands seen though Facebook ads and
think them to be reliable and attractive.
 Table No. 16 – Brand Attitude Responses

Statement- Facebook is an effective tool for online retailers to create their brand image and brand
equity on the minds of the consumers

Options Responses
Yes 94
No 11
Neutral 45
Total 150

Graph No. 16

Creation of brand image and brand equity

Neutral
30%

Yes
No 63%
7%

The graph above shows, nearly 63% of the respondents feel that Facebook is an effective
tool for online retailers to create their brand image and brand equity on the minds of the
consumers, 7% disagreed to this whereas 30% showed neutral responses.

This reveals that most of the respondents trust Facebook is an effective tool for online
retailers to create their brand image and brand equity on the minds of the consumers.
 CHAPTER – 4
HYPOTHESIS TESTING
4.0 HYPOTHESIS TESTING

A hypothesis test is a statistical test that is used to determine whether there is enough

evidence in a sample of data to infer that a certain condition is true for the entire population.
A statistical hypothesis test is a method of statistical inference. Commonly, two statistical data
sets are compared, or a data set obtained by sampling is compared against a synthetic data set
from an idealized model. A hypothesis is proposed for the statistical relationship between the
two data sets, and this is compared as an alternate to an idealized null hypothesis that proposes
no relationship between two data sets. The comparison is deemed statistically significant if the
relationship between the data sets would be an unlikely realization of the null
hypothesis according to a threshold probability—the significance level. Hypothesis tests are used
in determining what outcomes of a study would lead to a rejection of the null hypothesis for a
pre-specified level of significance. The process of distinguishing between the null hypothesis and
the alternative hypothesis is aided by identifying two conceptual types of errors (type 1 & type 2)
and by specifying parametric limits on e.g. how much type 1 error will be permitted.

HYPOTHESIS-

Null Hypothesis (H0): There is no significant relation between consumer purchase behavior and
Facebook marketing done by online shopping sites.

Alternate Hypothesis (H1): Facebook marketing done by online shopping sites has a positive
impact on consumer purchase behavior.

From the data analysis and interpretation, it is clear that the responses were all positive,
which shows that Facebook marketing done by online shopping sites has a positive impact
on consumer purchase behavior

Thus the Researcher rejects the Null Hypothesis.

 CHAPTER – 5
FINDINGS AND CONCLUSION

5.0 FINDINGS
 From the responses collected from 150 persons, the findings can be listed as-
 As per the findings, majority of the respondents use facebook daily and thus it can be a
very good tool for marketing various products online.

 The respondents have used Facebook for their online purchases from different brands.

 E-Commerce sites like Amazon and Snapdeal are favorites of majority of respondents
that use Facebook marketing.

 As per the findings, majority of the respondents are of the view that Facebook is an
effective tool in inducing customers for making online purchases.

 Facebook media is a great source of information on product brands.

 The respondents frequently see E-Commerce Ads on their Facebook page.

 As per the findings, the respondents are of the opinion that that Facebook Marketing
promotes impulsive purchases.

 The information about products and services of a brand on Facebook is sufficient to make
a purchase decision.

 Most the respondents are of the opinion that the comments about brands/products on
facebook are relevant and helpful.

 The respondents easily recognize brand features on Facebook advertisements.

 Majority of the respondents trust the brands seen though Facebook ads and think them to
be reliable and attractive.

 As per the findings, Facebook is an effective tool for online retailers to create their brand
image and brand equity on the minds of the consumers.
5.1 CONCLUSION
Facebook advertising enables customers to share their experience, ideas, interest and
useful information about a brand. Facebook advertising is useful in the sense that it is
interactively helpful in collecting feedback and demographic information of targeted
customers. In current business environment, Facebook advertising is an effective source
to reach targeted customers. Facebook advertising provides the opportunity to build up
your brand and engages with customers on a large social network. Facebook is an
effective tool in inducing customers for making online purchases. Facebook media is a
great source of information on product brands. The information about products and
services of a brand on Facebook is sufficient to make a purchase decision. It is an
effective tool for online retailers to create their brand image and brand equity on the
minds of the consumers.
CHAPTER – 6
SUGGESTIONS
BIBLIOGRAPHY
BIBLIOGRAPHY
 McCole, E, Ramsey, E. & Williams, J. (2010) Trust considerations on attitudes towards
online purchasing: the moderating effect of privacy and security concerns, Journal of
Business Research.
 Wang, X., Yu, C. 8c Wei, Y. (2012) Social media peer communication and impacts on
Purchase intentions: a consumer socialization framework, journal of Interactive Marketing.
 Bronner, F. & de Hoog, R. (2010) Consumer-generated versus marketer-generated websites
in consumer decision making. International Journal of Market Research.
 Ali, H. (2011) Exchanging value within individuals’ networks: social support implications
for health marketers. Journal of Marketing Management.
 Fuller, J., Muhlbacher, H., & Matzler, K. (2009) Consumer empowerment through internet-
based co-creation. Journal o f Management Information Systems.
 Bagozzi, R.P. & Dholakia, U.M. (2002) Intentional social action in virtual communities.
Journal of Interactive Marketing.

 www.youtube.com
 www.wikipedia.com
 www.facebook.com
 www.shodhgangainflibit.com
ANNEXURE
 QUESTIONNAIRE
A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING
BEHAVIOUR TOWARDS E- COMMERCE WEBSITES IN NAGPUR CITY
(WITH SPECIAL REFERENCE TO FACEBOOK MARKETING

Name of the Respondent: ________________________________

Gender: Male [ ] Female [ ]
Age: _____ Yrs.
Occupation: ______________________
______________________________________________________________________________

From Q.1–10: Please respond to the following questions by putting [ ]:

1. Do you have a Facebook Account?

( ) Yes ( ) No

2. How frequently do you use Facebook?

( ) Daily ( ) Few times in a week

( ) Few times in a month ( ) Rarely

3. Have you ever made an online purchase via Facebook marketing?

( ) Yes ( ) No

4. How often do you make online purchase via Facebook marketing?

( ) Frequently ( ) Sometimes
( ) Rarely

5. Which of the following did you purchase via Facebook Marketing?

( ) Electronics ( ) Household items

( ) Cosmetics ( ) Apparels
 ( ) Books ( ) Footwear
( ) Sporting goods ( ) Accessories

( ) Others (Please specify) ___________________________

6. From which of the following websites (that advertise on facebook) have you made an
online purchase?

( ) Amazon ( ) Snapdeal
( ) Shop clues ( ) Flipkart
( ) Myntra ( ) E-Bay
( ) Jabong

( ) Others (Please specify) ___________________________

7. Do you think different brands of the same product serve one and the same purpose?

( ) Yes ( ) No
( ) Neutral

8. Do you think Facebook marketing is effective in inducing customers towards online

purchase?

( ) Yes ( ) No
( ) Neutral

9. Do you trust Facebook media as a good source of information on products and services
for different brands?

( ) Yes ( ) No
( ) Neutral

10. Do you agree that information search is easier via Facebook marketing as compared to
other media sources?

( ) Yes ( ) No
( ) Neutral
From Q.11–20: Please respond to the following questions by putting [ ]:

(a) Agree (b) Disagree (c) Neutral

BEHAVIORAL RESPONSES

Sr.
Statements a b c
No.
11. I prefer traditional shopping more to online shopping

12. I frequently see E- commerce Ads on my Facebook page

13. Facebook marketing promotes impulsive purchases

INFORMATIVE RESPONSES

Sr.
Statements a b c
No.
14. The information about products and services of a brand on
Facebook is sufficient to make a purchase decision

15. I prefer to shop only from large retailers on Facebook

E.g. Amazon, Flipkart etc.

16. I closely follow the suggestions of the positive comments on

Facebook and purchase the recommended product/brand

17. The comments about brands/products are relevant and helpful

 BRAND ATTITUDE

Sr.
Questions a b c
No.
18. I easily recognize brand features in Facebook advertisements

19. Brands I have seen through Facebook Ads are reliable and
attractive

20. Facebook is an effective tool for online retailers to create their

brand image and brand equity on the minds of the consumers

From Q. 21–25 : Please Rate on a scale from 1 to 5, the impact of Facebook media in each
stages of your buying behavior or purchase decision making process-
1- No impact 2- Slight impact 3- Fair impact
4- Great impact 5- No response

Sr. Rating
Impact
No. ( 1to 5 )
21. Frequent Exposure
22. Information Search
23. Purchase Decision
24. Secured
25. Brand Image

Q-26. Anything more you wish to state about the Impact of Facebook Marketing?
******************************