Social Media Promotions Effect on Consumer Buying Behavior

Eng. Harsh Jadawala, BE (mechanical)

Master's thesis

Abstract:

Abstract The diploma thesis aims to assess the impact of social media promotions on consumer buying behavior for chosen clothing brands and provide significant suggestions for better marketing its products. The thesis deals with essential denim and one of the most excellent young apparel manufacturer companies, namely Flying machine. The primary data is collected by interviewing 100 respondents through a questionnaire which is further used for the practical part and conclusion of the thesis. The analysis was done by using SPSS software. The study's findings indicate that social media substantially impacts consumer decision-making. Social media promotions have enhanced the relationship between consumers and brands as customers use social media sites to check fashion-related information. The customers give more importance to quality while making a purchase decision, and they are satisfied with the price, quality, color, style, and promotional offers provided by flying machines. However, the customers may change their brand preference due to good promotional schemes offered by other competitive brands. Therefore, the study suggests that the flying machine should offer good & attractive promotional plans to customers to increase its customer base. The company should provide discounts & gift coupons and conduct loyalty programs for its regular customers to build a good relationship with their customers and retain the existing customers. The company should maintain the quality of its product as most of the customers are willing to buy flying machine apparel due to its better quality. It should also promote its products more on Instagram as it is the most used social media site by customers. The company can also conduct various contests and campaigns for engaging with customers at a significant level.

Keywords

Consumer Behavior, Consumer Decision Making Process, Social Media Promotions, Fashion Brand, Flying Machine

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2022

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management