Consumer buying behaviour refers to the process of decision making of a consumer whether to buy a product or not to buy a product. This decision making starts with gathering of information related to product, studying about its attributes, pros, and cons then finally making a decision to purchase the product. The main goal of this study is to empirically research the impact of social media on buying behaviour of consumers. The data for analysis were gathered by making use of questionnaires which were circulated among the respondents who were registered on different social media platforms. A total of 250 respondents had participated in the survey. This study uses the techniques like factor analysis, and linear regression analysis to derive the various factors which influence the consumer buying behaviour. In this study buying behaviour was the dependent variable which is influenced by various independent variables which were, Product reviews, consumer awareness, and perceived product informativeness, consumer perception, and economic factors being used by marketers. The findings of this research study provide that social media-based factors have a strong impact on buying behaviour of consumers. The coefficient of determination (R2) is equal 0.422 which means 42.2% of the variation that occurs in consumer buying behaviour is described by all the independent variables together, Product reviews, and consumer awareness, perceived product informativeness, consumer perception, and economic factors. While the rest 100% - 42.2% = 57.8% are explained by the other factors which are not discussed in this study. The results of the current study are helpful for the marketers to have an insight over the impact of the social media on consumer buying behaviour. This study was conducted in year 2019 in the northern part of India with special reference to FMCG (Fast moving consumer goods) products. This study facilitates the different marketers for formulating and implementing the social media strategies to understand the buying behaviour of their ultimate user.
Volume 11 | 07-Special Issue
Pages: 451-460