A

PROJECT REPORT
On
“IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR”
With special reference to
“MEESHO INC.”

Submitted TO-

Savitribai Phule Pune University, Pune

In partial fulfilment of the requirement of
Bachelor of Business Administration (BBA)
Submitted by
BAGAL PRATIK VIJAY
- Under the guidance of -
Prof. AUTI M.N.
THROUGH
Gramonnati Mandal’s
Arts, Commerce, Science Collage Narayangaon
(Department Of BBA/BCA)
For The Year 2021-2022

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 CERTIFICATE

This is to certify that Mr. BAGAL PRATIK VIJAY of SY BBA Roll No. 02 having
specialization in Marketing Management has successfully completed his project titled “THE
IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR FOR MEESHO INC.” as
per the norms of Savitribai Phule Pune University under the guidance Prof. Auti M.N for the
academic year

Internal Examiner External Examiner

(Prof. Auti M.N.)

Project Guide HOD Co-Ordinator

(Prof. Auti M.N.) (Prof. Gharage S.V.) (Prof. Kudekar S.B.)

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 DECLARATION

I hereby declare that the information, Photographs, Data etc. Gathered during the internship
period of research report study shall be strictly utilized only for the purpose of project report is a
part of the partial fulfilment of Degree of Bachelor in Business Administration at Arts
Commerce & Science College, Narayangaon for the academic year 2021-22 under Savitribai
Phule Pune University, Pune.

I honestly state that the intention of collection of the information in my research report is solely
for the purpose of study, not for commercial purpose or any means my sole and sincere motive to
learn the procedure practically and express my views by preparing Project Report.

Thus, the sole and honest objective for collecting the information is only for the academic
purpose and I assure that collected information shall be restricted only for Project Report.

Place: Narayangaon

Date: / /

BAGAL PRATIK VIJAY

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 ACKNOWLEDGEMENT

I would like to sincere thanks to Prof. Auti M.N. for their valuable cooperation and support,
without whom it was difficult to complete this project work.

I am extremely delighted to express my deep hearted regards to my research project guide Prof.
Auti M.N. Arts, Commerce, Science College of Narayangaon, who has spent his precious time to
direct these academic undertakings without his guidance and valuable suggestions, this work,
would have not been completed.

I am also thankful to all employee of MEESHO INC. for extending their support during the
internship. Due to their support only, I was able to collect primary and secondary data.

I also pay my sincere thanks to all those who have directly or indirectly supported me to
complete this project.

Place: Narayangaon

Date: / /

BAGAL PRATIK VIJAY

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5
CHAPTER NO.1
INTRODUCTION
OF THE STUDY

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1.1 INTRODUCTION

Social media has occupied an important position as a communication tool. It is all about
facilitating people to express and share ideas, thoughts and opinions with others. People across
the globe use social media to connect other people or organisations. The latest trend in marketing
is the introduction of social media. Now-a-days social media had become very strong tool in
influencing buying decisions of consumer. Social media has the power to influence potential
customers from the start until the stage of a purchase and beyond as well. There are four ways in
which social media influences consumer behaviour. They are: social media(a) builds product
awareness, (b)social proof as a greater force of buying decisions, (c) promotions discounts and
deals on social media, (d)social media influencers.

Social media is a huge influence on consumers when they are attempting to build awareness
about a particular product. A large section of the audience gets to know your brand through the
content that is distributed on social media, in this way people get to know about your product.
Social proof has emerged due to the tendency of people to imitate the behavior of people around
them. Happy customers tend to go about praising the products with likes, shares, reviews and
comments on social media.

When consumers see promotions, discounts and deals on social media, it influences their buying
behavior. Consumers are more likely to buy when they get recommendations from a person they
trust. Celebrities and popular people inspire their audience and influence their buying behavior.
Social media which includes the content, visuals, promotions, discounts and influencers has the
ability to influence the buying behavior of consumers.

In the modern era the using of social networking websites has extensively effect on the
consumers in various ways. There are many online networking sites which affect consumer
behavior. They are Google+, LinkedIn, YouTube etc. Now-a-days social media is used by almost
all the ages of consumers like college students, working class and even old age people too. The
main aim of this study is to examine how social media will affect the final consumer behavior
among person who mostly use social media websites

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1.2 Objectives of the study

The main objective of this study is to examine the impact of social media on buying behavior of
consumers related on Meesho.

Specific objectives of the study are: -

1. To analyse how have social media channels affected buying behaviour of Meesho App
consumers.

2. To identify the factors that motivate consumers to shop on Meesho app through social media
platforms.

3. To find out which is the best social media preferred by customers to shop on Meesho.

1.3 Scope of the study

The scope of the study covers the general public, the study will help us to understand the impact
of social media on consumer behavior of Meesho app.

1.4 Significance of the study

Social media has an important role in influencing buying decisions of consumer. This study has
made an attempt to understand the influence of social media on consumer behavior. Social media
has the power to influence potential customers from the start until the stage of a purchase and
beyond as well. The study is greatly significant because in today’s world social media has an
important role in day-to-day activities of people. The study will also reveal how social media
will affect buying decisions of general public and the factors that motivate general public to
purchase through social media platforms.

1.5 Research Methodology

Research methodology is a process used to collect information and data for the purpose of
making decisions. The methodology may include publication research, interviews, surveys and
other research techniques.

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 Data Collection
The data is collected from both primary and secondary sources.

 Primary Data
The source of primary data is through questionnaire based on the objectives.
 Secondary Data
The secondary data were collected from books, journals, websites and other published
sources.

 Sample Design
A self- designed questionnaire was developed and given to general public. The
questionnaire is related to impact of social media on consumer behavior of Meesho.

 Sample Population
The population of the study is general public.

 Sample Size
The sample size of the study is 50.

 Sampling Technique
The technique used for selecting the sample is non-random or non-probability sampling
techniques. Convenient sampling is used for collecting data in this study.

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1.6 Limitations of the study

 Respondents bias towards the questions.

 The study is conducted within limited time.

 Lack of face-to-face interaction with respondents.

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CHAPTER NO. 2
INTRODUCTION
TO THE
ORGANISATION

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2.1 Introduction

Meesho is a Bengaluru-based social e-commerce company founded by IIT Delhi graduates Vidit
Aatrey and Sanjeev Barnwal in December 2015. It is one of the best zero investment reselling
platforms for small businesses. It allows them to sell their products to consumers and resellers
who can resell the products using social media platforms like Facebook, Instagram and
WhatsApp.

Meesho provides its customers with timely and secure payments, shipping services and low
returns. With more than 2 million resellers and 20,000 manufacturers, this startup aims to
diversify more to reach 100 million monthly transacting users by December 2022.

2.2 Company Profile

Legal Name Meesho INC.

Headquarter Bengaluru, Karnataka

Founding Year 2015

Business Model B2C

Website URL WWW.Meesho.Com

No. of Employees 2790

Core Team Vidit Atrey (Founder And CEO)

Sanjeev Barnwal (Founder And CEO)

Market Valuation $2.1 billion as oct 2021

Net Revenue INR 306.92 crore for FY20

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CHAPTER NO. 3
THEROTICAL
FRAMEWORK

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THEORETICAL FRAMEWORK

3.1 SOCIAL MEDIA

Social media is interactive digitally-mediated technologies that facilitate the creation or

sharing/exchange of information, ideas, career interests, and other forms of expression via virtual
communities and networks. Social media are used to document memories; learn about and
explore things; advertise oneself; and form friendships along with the growth of ideas from the
creation of blogs, podcasts, videos, and gaming sites.

Some of the most popular social media websites, with over 100 million registered users, include
Facebook, TikTok, WeChat, Instagram, Twitter and LinkedIn. Depending on interpretation,
other popular platforms that are sometimes referred to as social media services include YouTube,
Quora, Telegram, WhatsApp, LINE, Snapchat, Pinterest, Microsoft Teams, and more. Wikis are
examples of collaborative content creation.

3.2 DEFINITION OF SOCIAL MEDIA

❖ Merriam-Webster defines social media as "forms of electronic communication (such as

websites for social networking and micro blogging) through which users create online
communities to share information, ideas, personal messages, and other content (such as videos)."

❖ “Social media are primarily Internet-based tools for sharing and discussing information
among human beings.”- Wikipedia

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3.3 CONSUMER BEHAVIOUR

Consumer behavior is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services, and how the consumer's
emotions, attitudes and preferences affect buying behaviour. The study of consumer behaviour
formally investigates individual qualities such as demographics, personality lifestyles, and
behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and
willingness to provide referrals), in an attempt to understand people's wants and consumption.
Also investigated are the influences on the consumer, from groups such as family, friends, sports,
and reference groups, to society in general, including brand influencers and opinion leaders.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The
perspective of role theory assumes that consumers play various roles in the marketplace. Starting
from the information provider, from the user to the payer and to the disposer, consumers play
these roles in the decision process. Consumer behaviour entails "all activities associated with the
purchase, use and disposal of goods and services, including the consumer's emotional, mental
and behavioural responses that precede or follow these activities.

3.9 DEFINITIONS OF CONSUMER BEHAVIOUR

❖ According to American Marketing Association, consumer behaviour can be defined as "the

dynamic interaction of affect and cognition, behaviour, and environmental events by which
human beings conduct the exchange aspects of their lives." 30

❖ According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and decision
processes of people who purchase goods and services for personal consumption’.

❖ According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services.’

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 CHAPTER NO. 4
DATA ANALYSIS
AND
INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

Table no. 1 shows that how many people use social media.

Option Yes No

No. of respondent 50 0

Table no. 1

NO. OF RESPONDENT

YES
NO

100%
Graph no.1

Interpretation: -

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Out of 50 respondent all of them are said that they use social media. It can be interpreted that
social media has a great influence in the day-to-day life of the people.

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Table no. 2 shows that how many people know the Meesho app.

Option Result

Yes 40

No 10

Table no. 2

No. of Respondent

7%

YES
NO

93%

Graph no. 2

Interpretation: -

Out of 50 people 40 said they know the meesho app and 10 said that they not know the meesho
app. From this question we can said that meesho app is popular.

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Table no. 3 shows that did they see Meesho app’s advertisement on social media.

Option Result

Yes 40

No 00
Table no. 3

NO. OF RESPONDENT

YES
NO

100%
Graph no. 3

Interpretation: -

Out of 40 peoples all said that they saw a advertise of Meesho app on social media. So we can
said that advertisement strategy of Meesho app is good.

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Table no. 4 shows that on which social media platform they saw an advertisement.

Option Result

Facebook 17

Instagram 5

Twitter 3

YouTube 12

Other 3
Table no. 4

No. of Respondent

8%
Facebook
Instagram
30% 43% Twitter
Youtube
Other

8%
13%

Graph no. 4

Interpretation: -

Out of 40 peoples 17 said that they saw advertisement at facebook, 5 said they they saw at
instagram, 3 said that they saw at twitter, 12 said that they saw at 12 and 3 peoples saw
advertisement at other social media platform.

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Table no. 5 shows that how many people visit their website from advertisement.

Option Result

Yes 32

No 8

Table no. 5

No. of Respondent

20%

Yes
no

80%

Graph no. 5

Interpretation:-

Out of 40 peoples 32 peoples said that they visit Meesho’s website from advertisement and 8
people said that they did’nt visit website from advertisement.

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Table no. 6 shows that how many people buy products from Meesho.

Option Results

Yes 28

No 12

Table no.6

No. of respondent

30%
Yes
No

70%

Graph no. 6

Interpretation:-

Out of 40 peoples 28 people buy products from meesho and other 12 peoples use other apps.
From this we can said that the meesho app is popular enough.

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Table no. 7 shows that, Is customers are satisfied with the service of meesho.

Option Result

Yes 28

No 0

Table no. 7

No. of Respondent

Yes
No

100%

Graph no. 7

Here I only asked question to the peoples who buys products from Meesho that’s why the total
no. of respondent is 28.

Out of 28 people all are said that they are satisfied with the service of Meesho. So we can
conclude that the service provide by Meesho is good.

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Table no. 8 shows that, Is customers are satisfied with quality of products buy from Meesho.

Options Result

Yes 25

No 3

Table no. 8

No. of Respondent

11%

Yes
No

89%

Graph no. 8

Interpretation: -

Out Of 28 peoples, 25 are satisfied with the quality of products and 3 peoples are not satisfied.
So, we can say that the quality of products sell by Meesho is good.

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Table no. 9 shows that, is exchange and return policy is good?

Option Result

Yes 10

No 0

Not Experience 18
Table no. 9

No. of respondent

36%

Yes
No
Not Experience

64%

Graph no. 9

Interpretation: -

Out of 28 peoples 10 said that the exchange and return policy is good. None of them said that it
is bad and there are 18 peoples who had no experience with exchange and return policy. So, we
can say that the exchange and return policy of Meesho is good.

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Table no. 10 shows that, is the price of the products is less than other shopping sites.

Option Result

Yes 28

No 0
Table no. 10

No. of respondent

Yes
No

100%

Graph No. 10

Interpretation: -

Out of 28 peoples all say that the price of the products is less than other shopping sites. So, from
the above information we can say that Meesho provides products in cheap price.

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Questionnaire to the marketing manager

1. Which marketing strategy is influencing more customers?

a. Traditional Marketing

b. Digital Marketing

2.

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