Applied Research Methods Final Research Proposal

TOPIC: IMPACT OF SOCIAL MEDIA AND E-COMMERCE ON PURCHASE

DECISION IN GUL AHMED

Submitted To:
Dr Kamran Soomro
Submitted By:

 Karim Buksh Khoso – 2235271

 Ali Asif – 2235204
 Mansoor Ali -2235202
 Hammad Bin Abdul Qadeer -2235318
 Salman- 2235272
 Hussain Ahmed-2235199

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Contents
TOPIC: IMPACT OF SOCIAL MEDIA AND E-COMMERCE ON PURCHASE DECISION IN
GUL AHMED.....................................................................................................................................- 1 -
CHAPTER NO: 1 INTRODUCTION..........................................................................................................- 5 -
BACKGROUND:.....................................................................................................................................- 6 -
1.2 KEY BUSINESS QUESTIONS.............................................................................................................- 6 -
1.3 PURPOSE........................................................................................................................................- 7 -
1.4 RESEARCH OBJECTIVES...................................................................................................................- 7 -
1.5 INFORMATION NEEDS:...................................................................................................................- 8 -
1.6 LIMITATIONS:.................................................................................................................................- 8 -
1.7 ASSUMPTIONS:..............................................................................................................................- 8 -
CHAPTER NO: 2 INDUSTRY REVIEW..................................................................................................- 9 -
2.1 INTRODUCTION............................................................................................................................- 10 -
2.2 GLOBAL PERSPECTIVE:.................................................................................................................- 10 -
2.3 LOCAL PERSPECTIVE.....................................................................................................................- 11 -
2.4 GAPS:............................................................................................................................................- 11 -
2.5 DISCUSSION SUMMARY:..............................................................................................................- 12 -
CHAPTER 3: RESEARCH PARADIAGM.....................................................................................................- 13 -
3.1 METHODOLOGY...........................................................................................................................- 14 -
INTRODUCTION............................................................................................................................- 14 -
3.2 RESEARCH STRATEGY...................................................................................................................- 14 -
3.2: TARGET AUDIENCE:.....................................................................................................................- 15 -
3.3 TIME HORIZON.............................................................................................................................- 15 -
3.4 SAMPLING DESIGN.......................................................................................................................- 15 -
3.5 GEOGRAPHICAL LOCATION..........................................................................................................- 15 -
3.6 DATA COLLECTION TECHNIQUE...................................................................................................- 15 -
3.7 UNITE OF ANALYSIS......................................................................................................................- 15 -
3.8 HYPOTHESIS.................................................................................................................................- 15 -
CHAPTER 4: IN-DEPTH ANALYSIS...............................................................................................- 16 -
In-depth Analysis...............................................................................................................................- 17 -
Recognition and Awareness of the brand.........................................................................................- 17 -
Online purchasing trends...................................................................................................................- 17 -
Consumer Perception and Awareness...............................................................................................- 18 -
CHAPTER 5: CONCLUSION & RECOMMENDATION................................................................................- 19 -
Conclusions and Recommendations..................................................................................................- 20 -

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 5.1 Conclusion................................................................................................................................- 20 -
5.2 Recommendations....................................................................................................................- 20 -
References.............................................................................................................................................- 21 -
Questioner.........................................................................................................................................- 22 -
SPSS software working...............................................................................................................................25

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ACKNOWLEDGEMENTS
Our group would like to express our sincere gratitude to Mr. Kamran Soomro for being an
excellent mentor and a guide throughout the research. His endless support and invaluable
guidance enabled us to work in the right direction. Considering the circumstances, it wasn’t an
easy job to conduct this research but none of it would have been possible without our mentor’s
sincere efforts on us. This course has been a great learning experience for all of us. Not only did
we learn how to conduct a professional research but we also learned about how to tackle any
issues that might arise during a research. Learning about the intricacies of Research Project has
broaden our horizons. The knowledge we acquired in this course will not only help us conduct
more researches in our future but it will also help us better understand a research, if we come
across one. In the end we would like to acknowledge and appreciate all the respondents that took
out time from their busy schedules to help us in our research.

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CHAPTER NO: 1 INTRODUCTION

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IMPACT OF SOCIAL MEDIA AND E-COMMERCE ON PURCHASE DECISION IN
GUL AHMED

BACKGROUND:
Gul Ahmed

Gul Ahmed is the protagonist of the textile history of the Indian subcontinent. In the early 1900s,
the cooperative started doing business in the textile industry. In 1953, the group's founders
launched what would become a global manufacturing powerhouse under the name Gul Ahmed
Textile Mills Ltd. The firm has come a long way since it first went public on the Karachi Stock
Exchange back in 1970, and it now ranks among the top textile producers worldwide.

Gul Ahmed is a composite unit that produces everything from cotton yarn to completed items,
and it does so with an installed capacity of more than 51,840 spindles, 300 cutting-edge weaving
machines, and the most advanced yarn dyeing, processing, and sewing units. Gul Ahmed has a
self-sufficient power system that runs on gas engines, gas and steam turbines, and diesel
generators as a backup. Gul Ahmed has installed a wastewater treatment facility to treat all of its
effluent to NEQS standards since it is committed to doing its part to safeguard the environment.

Gul Ahmed is not only a major player in the textile industry, but also a powerful player in the
retail sector. Their foray into retail was highlighted with the inauguration of their namesake shop,
Ideas by Gul Ahmed. Gul Ahmed, which began in Karachi, has expanded to more than 40 outlets
throughout Pakistan. They sell everything from furniture to apparel. Gul Ahmed is still
universally associated with excellence, originality, and dependability, more than half a century
after it first appeared.

Vision: Enriching Lives by Inspiring Change.

Mission: To deliver value to our stakeholders through innovative technology, teamwork and by
fulfilling our social and environmental responsibilities.
Values: In achieving its vision and fulfilling its mission, the Company shall operate on the
following core values:
1. Integrity
2. Respect
3. Passion
4. Quality
5. Teamwork
1.2 KEY BUSINESS QUESTIONS

 How can Gul Ahmed increase their online sales?

 Why are people still reluctant to buy clothes and apparel online?
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  How can they market themselves better?
 To understand the media viewing habits of the consumers

About 25 million Pakistanis are employed by the textile industry, making it the country's biggest
economic sector. It is the most important industrial sector since it accounts for 46% of Pakistan's
total manufacturing output, 40% of the industrial labour force, and roughly 10.20% of GDP
growth (GDP). Pakistan, being the world's fourth-largest cotton grower, nonetheless still accounts
for a very modest percentage of global exports (The Garment Industry of Pakistan, 2015). On the
other hand, Pakistan has a sizable garment market, and the middle class there is willing to pay a
premium for well-made, long-lasting clothes (Arifeen, 2017). The garment business in Pakistan
has gone through several transitions, from hand-sewn outfits by tailors to factory-made garments
(Ghani, 2010). Although brick-and-mortar stores still account for the vast majority of fashion
brand sales, increasing numbers of young Pakistanis are opting to buy their favorite brands online
(Arifeen, 2017). E-commerce, or electronic commerce, refers to the buying and selling of goods
and services through the Internet. Buying anything through the internet is e-commerce, according
to Kuker-definition. Kinney's
This Research is about the mind set of customer that how they see e-commerce in this era. Our
research objective is to analysis how much people have knowledge of brands in textile sector. Our
selected brand is Gul Ahmed Through this research we will achieve the objective to analyze the
impact of social media and ecommerce on purchasing decision about Gul Ahmed. The research
revolves around understanding about what customers think of the product itself. How it attracts
them, how they liked it, what they want to change about it. Majority of the study aims to find
about the perception on the product & Customers.
1.3 PURPOSE
The aim of this research study is exploring consumer recognition and awareness towards by Gul
Ahmed and the clothing industry is the level of online sales which are still low compared to sales
in physical stores. Study also aims to find how and when people are using e-commerce option in
clothes purchasing, the main problem being faced by Gul Ahmed and the clothing industry is the
level of online sales which are still low compared to sales in physical stores. People are still
reluctant to buy clothes online. Customer experience is crucial when starting an e-commerce
operation because customers want to be handled in the same way they are in real life. Your
consumers have higher expectations in a world where everything is done online, and they are
more knowledgeable about your offerings, costs, and rivals. They expect to be treated equally
whether they are shopping online or in person, so if they can obtain a specific price in person but
not online, they become irritated and shop elsewhere.

1.4 RESEARCH OBJECTIVES

 Determine the role and impact of Social Media and E-commerce on consumer buying
behavior
 To investigate the reason of low online sales compared to sales in brick and mortar stores

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  To investigate the impact of Electronic Word of Mouth on Consumer Trust and Purchase
Decision.
 To explore the consumer perception and buying behavior towards E-Commerce.

1.5 INFORMATION NEEDS:

 How we see online shopping websites?
 Which factors are discouraging from online purchasing?
 What you like on physical stores but dislike on e-commerce?
 How could a brand achieve trust of customers through online shopping?
1.6 LIMITATIONS:
I. Sample size limitations. (It would be difficult to determine whether a certain outcome is a
true finding with a small sample size.)
II. Time constraints.
III. Limited financial resources.
IV. Lack of previous studies in the research area.
V. The research is being conducted in limited areas.
1.7 ASSUMPTIONS:
I. The participants responded to the questions honestly and openly.
II. The responses shall not be biased.
III. The number of participants or subjects are sufficient for appropriate conclusions to be
drawn. iv. The analysis approach used would yield accurate results.
IV. The respondents had thorough understanding of the questions that were asked.
V. The period in which the research is being conducted is sufficient.

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CHAPTER NO: 2 INDUSTRY REVIEW

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2.1 INTRODUCTION
The use of social media and related networks is rapidly expanding as a means of communication
among both consumers and businesses. These provide a great deal of real estate for ads, the
efficacy of which is contingent on the advertiser's ability to tailor those messages to the specific
demographics of their target audience (Hadijaet al, 2012). The purpose of social media is to
facilitate the creation and sharing of content among users. Web 2.0 apps are a set of programmers
that use web 2.0's infrastructure (Sinoka, 2020). Users are diving headfirst into social media
(Patino, et al., 2012). In the past, there weren't many places where businesses could have
meaningful conversations with their target audiences and establish lasting connections
(Vanauken, 2014). Social media may be defined as a platform for virtual communication. Anyone
with the means to do so can do it.
The defining feature of social media is its user-to-user interactivity, which facilitates the spread of
information and ideas via the dissemination of user-generated material (Kietzmann et al., 2011).
This platform may be used as a strategic marketing tool for companies (Weinberg, 2009).
Understanding the function of social media in the marketing and sale of goods and services to
consumers is critical (Husnain & Toor, 2017).
The fashion industry has been slow to adopt the widely used medium of social media and
networking. However, there are a number of privacy and security problems that make it difficult
for corporations to participate in social media and maintain a robust and good online presence
(Morrissey, 2010). Brands are quickly getting on board to support and use this growing trend of
social media and networks since it is a developing industry that provides various benefits to the
firms adopting it. The Apparel Magazine (2010) claims that brands that invested time, money,
and effort into building and maintaining an online presence, especially on social media, have seen
positive returns as a direct result of the meteoric rise of online shopping and product discussion
forums over the past few years. The growth of online forums and organizations has allowed
businesses to connect with their consumers on a more personal level, leading to greater sales.

2.2 GLOBAL PERSPECTIVE:

In this study, Ansari, Ansari, Ghori, & Kazi (2019) analyses the role of social media content
marketing and brand awareness in influencing customers' final purchasing decisions. Brand
recognition was shown to have a mild positive significant association with the final purchasing
decision. However, there is a modest positive significant link between social media content
marketing and consumers' final choice to make a purchase. The research conducted by
Voramontri and Klieb (2018), on the other hand, delves into how consumers' access to and use of
these new forms of information affects their ability to make difficult transactions. According to
the findings, social media's positive effects on customer satisfaction were most pronounced
during the research and comparison phases before a purchase was made, but had less of an impact
during the final stages of the buying process.

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In his research, Gupta (2016) looks at how customers' purchasing habits are affected by the rise of
social media marketing. The data demonstrates that consumers' purchasing decisions are
significantly influenced by their involvement with social media. Customers' purchasing decisions
are reportedly being affected and disseminated by social media, as reported by Monika Sharma
(2012) and Kathiravan (2019).
Social media and web 2.0 are often utilised interchangeably to affect the fashion business,
according to academics like Smita Sharma and Asad Rehman (2012) and C. Kathiravan et al.
(2019).

Recent studies have shown that companies are putting more of their marketing budgets into
online and mobile channels than they used to (Baines & Fill 2014). Baines and Fill (2014) define
social media marketing as "the use of digital channels for promoting products or services." As a
result of advancements in communication and information technology, businesses now have far
less influence over their brands' public image than they formerly had. Purchasing choices are
affected by "perceptions, motives, learning, attitudes, and beliefs," as stated by (Lamb et al.
2018).

2.3 LOCAL PERSPECTIVE

In their research (Toor, Husnain, & Husnain, 2017), the authors look at how SNM influences
buying decisions in Pakistan. Research shows that customer involvement is critical in stimulating
consumer interest and driving action. Researchers in Pakistan discovered that SNM significantly
influenced shoppers' propensity to buy certain products.
Women's purchasing decisions for clothing in Pakistan are examined (Nasir, Vel, & Mateen,
2012) to determine the relative efficiency of conventional word of mouth and social media
marketing. People put more stock in the recommendations of friends and family than they do in
advertisements, and the survey demonstrates that word of mouth is more influential than social
networking sites.
The authors of the study (Imtiaz, Kazmi, Amjad, & Aziz, 2019) look at how the influence of
SNM on the sentimental connection between markets and customers' purchasing habits in
Pakistan's fashion clothing industry. The research shows that social network marketing may help
increase sales of women's clothing in Pakistan by increasing brand awareness and word-of-
mouth. Previous investigations corroborated the validity of this study's findings (Heller Baird &
Parasnis, 2011; Dehghani & Tumer, 2015; Bilal et al., 2014). The study's findings corroborate
those of prior research, which found that social network marketing for women's clothing brands
increased the level of involvement among the brand's female consumers (Barhemmati & Ahmad,
2015; VanMeter et al., 2013).
2.4 GAPS:
The purpose of this research is to examine how social network marketing influences Pakistani
customers' propensity to buy. Research shows that customer involvement is critical in stimulating
consumer interest and driving action.
Prior research included respondents aged 19–24 from the Millennial generation, however only 50
of those participants were aged 24–29. Thus, in the future, researchers should focus on the age
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group of 24–29 with a large sample size, ensuring that respondents recall having bought any
product or brand associated with the study's topic. It was also said that more study is needed since
the outcomes of previous studies may be applied to a variety of businesses (Diantari, 2021).
Previous studies has advised using mediating variables other than e-satisfaction and -trust to get a
more precise picture of the influence of various factors on consumers' propensity to make a
purchase. According to the results of the prior study, further research should focus on confirming
these connections. Consistent findings from one study need to be confirmed and tested in other
nations and cultural contexts, across various age groups and amongst different types of
professions using the same research approach (Trivedi & Yadav, 2020). A larger sample size and
data collected from people aged 25 to 40 have been shown to reduce sample bias in following
investigations, as was stated by another study. As a result, studies involving civilizations other
than China's may be done to strengthen the reliability of the prior study (Li & Jaharuddin, 2021).

2.5 DISCUSSION SUMMARY:

The social media is transforming the marketing and sales of apparel in ways that are distinct from
the ways in which people conduct their interpersonal contacts. Different fashion businesses are
sustaining online social networks on a variety of global web platforms (Stephenson, 2019). Now
more than ever, companies can reach and engage with their target audiences through social
media. Businesses should recognise the value of social media for brand promotion and awareness
building (Irfan et al,. 2019; York, 2015). Content marketing, along with the expansion of e-
commerce, helps businesses spread the word about their brands on social media, which in turn
raises those businesses' profiles and influences how customers feel about those businesses' goods
(Odden, 2018).

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CHAPTER 3: RESEARCH PARADIAGM

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3.1 METHODOLOGY
INTRODUCTION
This chapter is all about the techniques we use to collect data and analyze the data with different
methods contains detailed research of how we conducted our survey on how we analyzed the
behavior of customers in a perspective of traditional and modern buying behaviors what
techniques have been used and in short an overview of the methodology. Moreover, it in-depth
insights of the research design.

METHODOLOGY OVERVIEW

The quantitative study has taken as the unit of analysis with a sample size of 300 participants.
This study is based on primary data obtained from the working class in different areas of Karachi
through questionnaires.
RESEARCH DESIGN

There are two types of approaches, deductive and inductive approach.

The deductive approach is about going specific from general whereas. The deductive approach
usually begins with a hypothesis and is used for testing an existing theory. The inductive
approach is going general from specific, the inductive approach narrows down the scope using
research questions and is concerned with building a new theory. This research will begin with a
hypothesis and existing theory will be used therefore deductive approach has been used on a
specific brand Gul Ahmed ideas.

3.2 RESEARCH STRATEGY

Quantitative or Qualitative
Traditionally there are two categories of research design Qualitative and Quantitative.
Quantitative research is the process where the results of the studies are generated through

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analyzing, interpreting, and quantitative writing, whereas, qualitative research is the collection of
qualitative data, doing its analysis, and generating a report differing from the traditional,
quantitative approaches (Creswell, 2002). This research is quantitative research like generating
results from data by applying difference techniques to analysis customer behavior.
Exploratory Research
Exploratory research is defined as a research used to investigate a problem that is not clearly
defined. It is conducted to have a better understanding of the existing problem, but will not
provide conclusive results.
3.2: TARGET AUDIENCE:
Target audiences are the individuals that were interviewed for the research. These people
perfectly fit the criteria of what is required. They had adequate knowledge and experience to take
part in shopping. This research is targeting the working class in Karachi.
Age 18-30

Gender Male and Female

Marital status Married, Single (Can be either of the two)

3.3 TIME HORIZON

In this research data is collected once only from respondents, therefore the time horizon of this
study is cross-sectional. This research will be based on data collected from within the population
and that data will be used in this research is why this study is named as cross-sectional.
3.4 SAMPLING DESIGN
This research is targeting the working class in Karachi, Pakistan, our sample size would be 300.
3.5 GEOGRAPHICAL LOCATION
Targeted working women in Universities and offices. Universities which were targeted are:
 SZABIST
 IBA
 IQRA
 IOBM
 IVS

3.6 DATA COLLECTION TECHNIQUE

Data collection technique is questionnaires and blogs.

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3.7 UNITE OF ANALYSIS
The unit of analysis for this research is the working class of Pakistan.
3.8 HYPOTHESIS:
H 1. Digital marketing has positive impact on buying behavior from E-commerce.
H 2. Social media platform play increases online purchasing.
H3. Tradition marketing has a low impact on online buying.

CHAPTER 4: IN-DEPTH ANALYSIS

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In-depth Analysis
Consumers are depending more on online purchases than they are ongoing to actual markets since
online shopping is one of the fastest emerging sorts of shopping. Internet use has encouraged
consumers to choose online buying, and the number of online shoppers is rising dramatically
worldwide. By using the option to purchase online, consumers can take advantage of more
advantages and avoid numerous issues thanks to the use of the internet. Customers can access a
wide variety of products from around the world by purchasing online. Online shoppers are not
restricted by time; they can shop whenever they want. When opposed to buying any goods in a
store, consumers have more time for decision-making because they don't have to worry about
things like traffic, parking, store visits, or other concerns. They have options, and they can also
consider other people's opinions. The most practical way to shop has consistently been online.
Customers can be directed to a product based on their preferences and availability with only one
click.
Recognition and Awareness of the brand
Gul Ahmed is a well-known and reputable brand in Pakistan, and consumers have a strong
affinity for it. It is well-known in the industry for producing garments and materials of the highest
caliber. In Pakistan, Gul Ahmed has a strong brand recognition due in part to its lengthy history,
consistent product offerings, and marketing initiatives. Additionally, Gul Ahmed is becoming
more well-known internationally and is regarded as a global leader in the fashion industry in
several nations. Its involvement in fashion-related events and exhibits, as well as its partnerships
with other companies and designers, have aided in raising brand awareness across the globe. Gul
Ahmed is a well-known brand thanks to its lengthy history, premium goods, and persistent
marketing initiatives.
Online purchasing trends
The way Pakistanis shop has been significantly impacted by social networking. Consumers now
have access to a wealth of information on goods and services, enabling them to make wiser
judgments about what to buy. Businesses now rely heavily on social media sites like Facebook,
Instagram, and Twitter to connect with and engage with potential clients. Online reviews and
ratings are one of the primary ways that social media has affected Pakistani consumers' shopping
habits. When making a purchase decision, consumers are increasingly more inclined to rely on
the reviews and experiences of others that are published on social media. As a result, managing a
company's internet reputation has become more crucial for companies doing business in Pakistan.

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Social media has also made it simpler for corporations to target particular customer segments
with tailored marketing messages. Businesses can utilize social media to, for instance, connect
with prospective clients based on their hobbies, whereabouts, and other demographic data. As a
result, social media marketing in Pakistan is becoming more effective.

In Pakistan, consumers are now significantly more likely to conduct internet research before
making a purchase and to rely on the opinions of others, which has had a substantial impact on
consumer behavior overall.
Consumer Perception and Awareness
Consumer perception is the method by which people take in, analyze, and give meaning to
sensory data from their surroundings. It is essential in defining a person's purchasing behavior
since it affects how they view a good or service and whether they decide to acquire it. An
individual's personal views, attitudes, and values, together with their past experiences and cultural
background, are all factors that might affect how consumers perceive a product or service. The
use of marketing techniques like branding and advertising can affect how consumers perceive
products.
Consumer perception is a crucial factor for firms to take into account when predicting purchasing
behavior. For instance, consumers are more inclined to buy a product or service if they believe it
to be of excellent quality. Similarly to this, customers may be more likely to select a product over
rivals if they believe it to be in line with their values or lifestyle.
Consumer perception is a multifaceted process that is influenced by a variety of variables and is a
major element in deciding purchasing behavior. An essential component of an effective
marketing plan might be understanding and influencing consumer perception.

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CHAPTER 5: CONCLUSION &
RECOMMENDATION

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Conclusions and Recommendations

5.1 Conclusion

After conducting our research we found out that the trend of online shopping is on the rise and
especially after Covid-19 it has boomed a lot. For Gul Ahmed and the apparel industry also there
has been a significant increase in customers who prefer to buy clothes online. It has been seen
through our findings that women are more likely to buy clothes and apparel online than men.
They will probably go once in a store to check the color and quality of the fabric and then once
they have an idea, they will then prefer to do shopping with a tap of their finger. Although there
has been a steep rise in online shoppers, still the majority of the sales are happening through
physical stores especially during the times of sales and discounts. This is because customers want
to feel and try the product before purchasing it.

5.2 Recommendations

In recent times Gul Ahmed has focused a lot on promoting their brand and products online while
they also use traditional marketing methods side by side. A lot of companies and brands now
prefer to market their products online because it is the cheapest and most effective way of
marketing. Gul Ahmed has also done that and we suggest that they should keep doing that and
push people towards online shopping. Brands are also preferring to attract customers to their
online stores because that way they can make more profits because having physical stores comes
with a lot of costs and liabilities. Social Media and E-commerce has made life and shopping easy
for customers but it is also more convenient for businesses to sell their products online.

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References
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media
Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration
Insights.

Diantari, N. P. (2021). The Impact of Instagram as a Social Media Tool on Consumer Purchase Decision on
Nike." Jurnal Ilmiah Manajemen dan Bisnis 7.1.

Gilg, B. F. (2021). Green consumption or sustainable lifestyles? Identifying the sustainable consumer.
Futures 37, 481–504. https://doi.org/10.1016/j. futures.2004.10.016. .

Gupta, V. (2016). Impact of Social Media on Purchase Decision Making of Customers. International
Journal on Global Business Management and Research, Vol 5. No. 2 pp73-85, ISSN 2278 – 8425.

Imtiaz, R., Kazmi, S. Q., Amjad, M., & Aziz, A. (2019). The impact of social network marketing on
consumer purchase intention in Pakistan: A study on female apparel. Management Science
Letters, 1093–1104.

Nasir, S., Vel, P., & Mateen, H. (2012). Social media and buying behaviour of women in Pakistan towards
the purchase of textile garments. Business Management Dynamics, Vol.2, No.2, pp.61-69.

Sinoka. (2020). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase
Decision.

Toor, A., Husnain, M., & Hussain, T. (2017). The Impact of Social Network Marketing on Consumer
Purchase Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business
and Accounting, 10(1).

Voramontri, D., & Klieb, L. (2018). Impact of Social Media on Consumer Behaviour. International Journal
of Information and Decision Sciences.

Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a
developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, DOI:
10.1016/j.jclepro.2016.06.120.

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Questioner

Questionnaire for customer:

 Name:

 Age: Gender:
Education:
 Annual Income:
 Occupation:

1. Rate your internet use on any of the devices like computer or a mobile
phone
(1 very rarely to 5 very frequently)

2. Rate the Social Networking Sites on the basis of your use

Vary Rarely Average Frequentl Very
rarely use y Freud
ently
Facebook
Twitter
LinkedIn
Others(specif
y
y)

3. How are you involved in the decision making process for buying any of the
product at your family level?
1. Completely 2. To a great extent 3. To Moderate extent

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4. Never

4. To what extent you use the above mentioned social networking sites for the
purpose of searching the product of interest?
Yes 2. No

5. Rate the following statements about products and services:

(SD: Strongly disagree, D: Disagree, NAND: Neither agree nor disagree, SA: Strongly agree, a: Agree)

Sr. Statements SD D NAND A SA

No.
1. I read blogs on Internet regularly.
2. I employ social media to write blogs very
Frequently.
3. I share the information about product or
Service by writing reviews or blogs.
4. I use social media to view online
Advertisement.
5. Myself use social media to seek opinions
about product/services

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 6. I bring up to number of likes/ dislikes while
Considering any goods or service.
7. I visit company website and provide score
For a particular goods or service used by me.
8. I share the links of my favorite brands
With friends and relatives using social
networking sites.
9. I read the opinions shared by friends 2
Through social networking sites before
buying the product.
10. Reads online review or blog about that 1
Particular product which I want to buy.
11. I look for the advertisement of the different 2
products of the category before buying the
products on social networking
Sites.
12. I refer to number of likes/ dislikes while
Considering any product or service.
13. I respond to queries and promotional offers 2
received through social networking
Sites.

6. Advertisement related questions: (Hypothesis 1)

(Rate the product on a scale of 1 to 5)

Sr. Social Traditional

No. Media advertising
advertising
1. Interesting and attractive
Advertisements.
2. Interactive advertisements.
3. Informative advertisements.
4. Reliable advertisements.
5. Ability to change views about the
Products.
6. Long lasting effect on perception of a
Brand or product.
7. Fast spreading advertisements.
8. Reach to the target population
9. Credibility.

7. Rate the following marketing channels on the basis of their impact on marketing:
(Hypothesis 3)

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1
Research Project Gul Ahmed

Sr. Marketing SD D NAND A SA

No. Channels
1. Facebook.
2. Twitter.
3. LinkedIn
4. Blogs.
5. Radio.
6. Television.
7. Newspaper.
8. E-Mail.
9. Pamphlet.
10. Text Messages.
11. Online Marketing.

8. Any suggestion:

SPSS software working

Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .586a .343 .326 .51035
Model Unstandardized Standardized t Sig.
Coefficients Coefficients

B Std. Error Beta

(Constant) .506 .203 2.498 .014
Reliable source (Platform) .181 .070 .218 2.582 .011
Facebook .488 .087 .495 5.600 .000
New source & Website -.046 .073 -.055 -.621 .536
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1
Research Project Gul Ahmed

Table 1.1 Correlation

Purchasing decision

Pearson Correlation Sig. (2-tailed)

Reliable source (Platform) .391** 0.000

Facebook .553** 0.000

New source & Website .258** 0.004

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