THE IMPACT OF SOCIAL MEDIA ON CUSTOMER

PURCHASE DECISIONS IN THE RETAIL INDUSTRY; A CASE

STUDY ON SAINSBURY

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Chapter 4: Data Analysis

4.1 Analysis of quantitative data

4.1.1 Survey
For the purpose of collecting primary quantitative data, a survey was designed and provided to
100 customers of Sainsbury UK in front of their key stores located at Crayford, Tottenham Road
and Wandsworth. Through the use of convenience sampling method, 93 responses have been
chosen for the purpose of data analysis out of the 100 responses that were gathered.

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4.1.2 Analysis

Crayford

1. Mention your age.

Factors Total no. of No. of respondents Percentage of

respondents respondents

18-25 years 31 13 41.93%

26-35 years 31 11 35.48%

36-45 years 31 7 22.58%

Table 1: Age-Crayford

Figure 4.1: Age- Crayford

2. Mention your gender

Factors Total no. of No. of respondents Percentage of

respondents respondents

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 Male 31 13 41.93%

Female 31 12 38.70%

Others 31 6 19.35%
Table 2: Gender-Crayford

Figure 4.2: Gender-Crayford

3. Do you feel that social media influences your decision to purchase products?

Factors Total no. Of No. Of respondents Percentage of

respondents respondents

Yes 31 11 35.48%

Maybe 31 12 38.70%

No 31 8 25.80%
Table 3: Social Media Influence-Crayford

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 Figure 4.3: Social Media Influence-Crayford
4. Does Sainsbury have a strong social media presence?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 11 35.48%

Maybe 31 12 38.70%

No 31 8 25.80%
Table 4: Social Media Presence-Crayford

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 Figure 4.4: Social Media Presence-Crayford
5. Do you feel that the social media presence of Sainsbury has an influence on your buying
decision?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 11 35.48%

Maybe 31 10 32.25%

No 31 10 32.25%

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 Table 5: Impact of Social Media on Purchase decisions-Crayford

Figure 4.5: Impact of Social Media on Purchase decisions-Crayford

6. Do you prefer buying products from Sainsbury based on their social media activities?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 10 32.25%

Maybe 31 10 32.25%

No 31 11 35.48%

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 Table 6: Customer Preference based on social media activities of Sainsbury-Crayford

Figure 4.6: Customer Preference based on social media activities of Sainsbury-Crayford

7. Do you feel that Sainsbury has a better online presence than its competitors?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 11 35.48%

Maybe 31 10 32.25%

No 31 10 32.25%
Table 7: Online Presence of Sainsbury as compared to competitors-Crayford

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 Figure 4.7: Online Presence of Sainsbury as compared to competitors-Crayford

Tottenham

1. Mention your age.

Factors Total no. of No. of respondents Percentage of

respondents respondents

18-25 years 31 14 45.16%

26-35 years 31 13 41.93%

36-45 years 31 4 12.90%

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 Table 8: Age-Tottenham Road

Figure 4.8: Age-Tottenham Road

2. Mention your gender

Factors Total no. of No. of respondents Percentage of

respondents respondents

Male 31 12 38.70%

Female 31 10 32.25%

Others 31 9 29.03%
Table 9: Gender-Tottenham Road

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 Figure 4.9: Gender-Tottenham Road
3. Do you feel that social media influences your decision to purchase products?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 10 32.25%

Maybe 31 11 35.48%

No 31 10 32.25%

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 Table 10: Social Media Influence-Tottenham Road

Figure 4.10: Social Media Influence-Tottenham Road

4. Does Sainsbury have a strong social media presence?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 12 38.70%

Maybe 31 11 35.48%

No 31 8 25.80%
Table 11: Social Media Presence-Tottenham Road

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 Figure 4.11: Social Media Presence-Tottenham Road
5. Do you feel that the social media presence of Sainsbury has an influence on your buying
decision?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 9 29.03%

Maybe 31 10 32.25%

No 31 12 38.70%
Table 12: Impact of Social Media on Purchase decisions-Tottenham Road

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 Figure 4.12: Impact of Social Media on Purchase decisions-Tottenham Road
6. Do you prefer buying products from Sainsbury based on their social media activities?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 11 35.48%

Maybe 31 10 32.25%

No 31 10 32.25%

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 Table 13: Customer Preference based on social media activities of Sainsbury-Tottenham
Road

Figure 4.13: Customer Preference based on social media activities of Sainsbury-Tottenham

Road
7. Do you feel that Sainsbury has a better online presence than its competitors?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 9 29.03%

Maybe 31 12 38.70%

No 31 10 32.25%

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 Table 14: Online Presence of Sainsbury as compared to competitors-Tottenham Road

Figure 4.14: Online Presence of Sainsbury as compared to competitors-Tottenham Road

Wandsworth
1. Mention your age.

Factors Total no. of No. of respondents Percentage of

respondents respondents

18-25 years 31 10 32.25%

26-35 years 31 12 38.70%

36-45 years 31 9 29.03%

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 Table 15: Age-Wandsworth

Figure 4.15: Age-Wandsworth

2. Mention your gender

Factors Total no. of No. of respondents Percentage of

respondents respondents

Male 31 10 32.25%

Female 31 11 35.48%

Others 31 10 32.25%
Table 16: Gender-Wandsworth

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 Figure 4.16: Gender-Wansworth
3. Do you feel that social media influences your decision to purchase products?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 13 41.93%

Maybe 31 12 38.70%

No 31 9 29.03%

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 Table 17: Social Media Influence-Wandsworth

Figure 4.17: Social Media Influence-Wandsworth

4. Does Sainsbury have a strong social media presence?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 13 41.93%

Maybe 31 12 38.70%

No 31 6 19.35%
Table 18: Social Media Presence-Wandsworth

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 Figure 4.18: Social Media Presence-Wandsworth
5. Do you feel that the social media presence of Sainsbury has an influence on your buying
decision?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 10 32.25%

Maybe 31 10 32.25%

No 31 11 35.48%

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 Table 19: Impact of Social Media on Purchase decisions-Wandsworth

Figure 4.19: Impact of Social Media on Purchase decisions-Wandsworth

6. Do you prefer buying products from Sainsbury based on their social media activities?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 10 32.25%

Maybe 31 10 32.25%

No 31 11 35.48%

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Table 20: Customer Preference based on social media activities of Sainsbury-Wandsworth

Figure 4.20: Customer Preference based on social media activities of Sainsbury-

Wandsworth
7. Do you feel that Sainsbury has a better online presence than its competitors?

Factors Total no. of No. of respondents Percentage of

respondents respondents

Yes 31 11 35.48%

Maybe 31 10 32.25%

No 31 10 32.25%

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 Table 21: Online Presence of Sainsbury as compared to competitors-Crayford

Figure 4.21: Online Presence of Sainsbury as compared to competitors-Crayford

4.1.3 Discussion
Information gathered from the survey portrays the views and opinions held by consumers of
Sainsbury with respect to the successful use of social media and an appropriate online presence
of the organisation. It has further led to the identification of the extent to which consumers feel
that having a social media presence influences their decisions of buying products sold by
Sainsbury. Analysis of the findings would lead to identifying whether Sainsbury has a strong
online presence as compared with its competitors. It would further reveal the extent to which the
retail organisation is able to successfully influence the behaviour of consumers while buying
products offered by the organisation.
It was seen that the majority of people belonged to the age group of 18-25 years at Crayford and
Tottenham with a percentage of 41.93% and 45.16% respectively. At Wandsworth, the
percentage of respondents has been 32.25% for people belonging to the age group between ages
18-25. Similarly, it has been further noted that 35.48% and 41.93% belonged from the age group
between 26-35 years at Crayford and Tottenham. At Wandsworth, the people belonging from the
age group of 26-35 years have been 38.70%. At Crayford, 22.58% of the respondents belonged

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to the age group between 36-45 years, 12.9% at Tottenham and 29.03% at Wandsworth.This
indicates that the majority of consumers of Sainsbury are young and use social media for their
daily activities including shopping. From the data that has been gathered it was noted that
41.93% belonged to the male category for Crayford, 38.70% of the male respondents were
surveyed from Tottenham Road and 32.25% of the respondents were from Wandsworth. In
contrast to that, 38.70% of the female came from Crayford, 32.25% belonging from Tottenham
Road and 35.48% belonged from the Wandsworth. The percentage of others was 19.35% in
Crayford for others, 29.03% for Tottenham Road and 32.25% for Wandsworth.
As per the views of Smith (2019), although there has been a rise in the usage of social media as a
marketing tool, its influence on the behaviour of consumers still requires development. This is
due to the fact that there is a large demographic of consumers who are not solely dependent on
social media and have a tendency to buy products from stars that they visit regularly. However,
since, Sainsbury has a large number of stores located all across the UK, it can be ascertained that
consumers are not solely dependent on their social media presence and are influenced by the
offers and as well as high quality of products provided by them (Sainsburys.co.uk, 2020). This is
an essential factor for their success in the UK market making them one of the biggest
competitors of the retail sector in the UK.
In response to the question of social media presence, it can be said that there were positive
responses from the respondents of Crayford, Tottenham and Wandsworth Road. 35.48%, 32.25%
and 41.95% gave positive responses regarding the influence of social media influence on
decision making process. Similarly, 25.80%, 32.25%, 29.03% gave a negative response to the
question that social media does not play an effective role in purchase making decisions. On the
other hand, 38.70%, 35.48% and 38.70% gave neutral responses from areas like Crayford,
Tottenham Road and Wandsworth respectively. It is evident from the collected data that although
a large demographic group feels that Sainsbury has a strong online presence, there is still scope
for improving social media presence by Sainsbury. This would enable the company to gain
access to a wider base of consumers efficiently and persuade their behaviour associated with
purchasing products sold by the company.
On being asked whether the participants believed that the social media presence of Sainsbury has
an impact on the buying decision of consumers, mixed responses were observed. However, the
majority of the responses indicate a positive response.On being asked about whether social

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media presence has a strong influence on the buying decisions of the customers it can be said
that 35.48%, 29.03%, 32.25% from Crayford, Tottenham Road and Wandsworth gave a positive
response . 32.25% was a neutral response that has been gathered from the entire area. 32.25%,
38.70%, 35.48% responded to a negative response from Crayford, Tottenham Road and
Wandsworth respectively. It is thereby evident that although a large number of consumers
believe that the presence of Sainsbury has made an impact in persuading their decisions
associated with buying products but a significant number of individuals are not affected by it.
Preferences held by consumers with respect to buying products of Sainsbury on the basis of their
activities on social media channels indicate a significant outcome. Being asked about the online
presence of Sainsbury it can be said that 35.48%, 29.03%, 35.489% gave a positive response.
The respondents were from areas Crayford, Tottenham Road and Wandsworth respectively.As
opined by Liu and Lopez (2016), highly levels of interactions with consumers online are
advantageous for influencing decisions of consumers. This view is supported by the gathered
data. 32.25%, 32.25% and 29.05% at Crayford, Tottenham Road and Wandsworth gave a
negative response in the question of Sainsbury having a better online presence than its
competitors.
32.25%, 38.70%, 38.70% have given a neutral response on being asked about the online
presence of Sainsbury’s in relation to its competitors. It is evident from the survey that
consumers are affected to a great extent by the social media activities of Sainsbury's.
Responses collected from the survey further indicated that Sainsbury’s has a better online
presence as compared to its consumers which has led to an increase in the extent of influence it
has on its consumers. The responses thereby indicate that Sainsbury’s does have a strong online
presence when compared with its competitors.
However, the same can be further improved for enhancing the effectiveness of their marketing
strategies. It has therefore been ascertained that the consumers of Sainsbury’s have a positive
perception of the brand and believe that the organisation has a strong presence online. This plays
an integral role in influencing the decisions that are made by consumers while purchasing
products. Moreover, it was ascertained that the organisation has a strong market as well as online
presence as compared with its competitors.

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4.2 Analysis of qualitative data

4.2.1 Case study

For the purpose of conducting an in-depth analysis of the key aspects associated with
ascertaining the impact that social media has on decisions made by consumers the case of
Sainsbury London has been chosen. London has been chosen specifically due to the presence of
a large number of stores of Sainsbury in the area and a high number of customers visiting the
stores (Sainsburys.co.uk, 2020). Moreover, the study aimed to focus solely on the customers that
visit the stores located at Crayford, Tottenham Road and Wandsworth. As these have the highest
footfall. The ascertainment of the impact that social media activities of Sainsbury has on
influencing the decisions associated with purchasing that is made by consumers would help the
organization improve its marketing campaign. Sainsbury’s is considered to be the second largest
retail chain in the UK (Sainsburys.co.uk, 2020). The supermarket chain offers a wide range of
products including groceries, essentials, clothing as well as convenience items. Presently, the
supermarket chain has over 180,000 employees working internationally (Sainsburys.co.uk,
2020). This indicates that Sainsbury’s has a strong presence in the retail market.

4.2.2 Discussion
The case of Sainsbury London has been chosen for the purpose of this study as it would ensure
that recommendation can be provided for improving the presence that the organisation has
online. This would lead to an increase in its reach to a wider community and enhance the
influence that the brand has on its consumers. As per the views of Nash (2019), utilization of
social media marketing as an effective promotional strategy is integral for enhancing brand
awareness. This would be of significant help for a well established brand such as Sainsbury’s.
Moreover, through the utilisation of the same, the organization would be able to witness a higher
number of conversions of potential consumers to actual consumers than without its aid as a part
of its promotional strategy. It has been observed that Sainsbury’s has a strong online presence
and high levels of engagement in its online website as well as social media platforms. This has
been facilitated due to the fast response speed of the organization towards consumer queries.
Incorporation of social media marketing in their integrated marketing communication plan has
enabled Sainsbury’s to enhance their customer reach and level of engagements. It has been noted
by Aluko and Knight (2017) that Sainsbury’s utilizes an “above the line” along with “below the

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line” strategy for drawing the attention of its customers. This is facilitated by the organization
through the use of celebrities such as David Beckham to endorse the brand.
Moreover, Sainsbury uses a competitive pricing strategy for the purpose of attracting consumers
of all demographics. The organization makes good use of its strong market position for attracting
new customers by promoting their products as well as developing personalised content for its
target audiences. It has thereby been ascertained that the strong social media presence of
Sainsbury play an important role in influencing the decisions made by its consumers. However,
as opined by Tajvidi and Karami (2017), organisations are required to ensure that they regularly
upload fresh marketing content and provide customised services to loyal customers for further
influencing their decisions. Sainsbury has made an attempt to do the same and would benefit
from enhancing their promotional activities in a specific manner.

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