Gayathri M.com Project (Batch 21-23) CD

ROLE OF SOCIAL MEDIA ON THE PURCHASE DECISION OF ELECTRONIC HOME
APPLIANCES WITH SPECIAL REFERNCE TO CHENGALPET DISTRICT- AN EMPERICAL

STUDY.
Submitted to the
UNIVERSITY OF MADRAS
In partial fulfilment of the requirements for the award of the degree of
MASTER OF COMMERCE
By
T.V.GAYATHRI
(Reg.No. 532101293)
Under the guidance of
DR. J.UMADEVI M.com., M.Phil., Ph.D.
Assistant professor
PG DEPARTMENT OF COMMERCE
SRM ARTS AND SCIENCE COLLEGE

Affiliated to the University of Madras
Accredited with A+ Grade by NAAC & An ISO 9001:2015 Certified Institution
Kattankulathur, Chengalpattu Dist. – 603 203.
APRIL 2023
ROLE OF SOCIAL MEDIA ON THE PURCHASE DECISION OF ELECTRONIC HOME
APPLIANCES WITH SPECIAL REFERNCE TO CHENGALPET DISTRICT- AN EMPERICAL
STUDY.
Submitted to the
UNIVERSITY OF MADRAS
In partial fulfilment of the requirements for the award of the degree of
MASTER OF COMMERCE
By
T.V.GAYATHRI
(Reg.No. 532101293)
Under the guidance of
DR. J.UMADEVI M.com., M.Phil., Ph.D.
Assistant professor
PG DEPARTMENT OF COMMERCE
SRM ARTS AND SCIENCE COLLEGE

Affiliated to the University of Madras
Accredited with A+ Grade by NAAC & An ISO 9001:2015 Certified Institution
Kattankulathur, Chengalpattu Dist. – 603 203.
APRIL 2023
DECLARATION
I hereby declare that, the project entitled ROLE OF SOCIAL MEDIA ON THE PURCHASE
DECISION OF ELECTRONIC HOME APPLIANCES WITH SPECIAL REFERNCE TO
CHENGALPET DISTRICT- AN EMPERICAL STUDY “submitted by me, for the Award of the Degree
of Master of Commerce, in the University of Madras, has been carried out by me under the guidance and
supervision of DR. J.UMADEVI M.com., M.Phil., Ph.D. ASSISTANT PROFFESOR IN
COMMERCE SRM Arts and Science College, Kattankulathur – 603 203.
The Project has not been submitted for the Award of any other Degrees, Diplomas, and Articles is
the University of Madras or any other Universities.
Place: T.V.GAYATHRI
Date: (532101293)
ACKNOWLEDGEMENT
The successful completion of any task would be incomplete without mentioning the names of persons
who helped to make it possible. I take this opportunity to express my gratitude in few words and
respect to all those who helped me in the completion of this project.
I hereby wish to express my heartfelt gratitude to Dr. R. VASUDEVA RAJ, Principal, SRM Arts and
Science College for his encouragement and help throughout the course.
I express my deep sense of gratitude and sincere thanks to Dr . P. SATHEESH BABU Head, Department
of commerce , SRM Arts and Science College for constant motivation and valuable guidance throughout
the project.
I am also very thankful to my beloved guide Dr. J. UMADEVI for her valuable guidance for helping me
to do the project with interest and also be showed kind and care throughout my project, for that I decided
this project. In the same way I also thank our department staffs for the advising during the project and make
me to do this project with good perfection.
Finally, I wish to thank my parents for their support and encouragement throughout my
career and future endeavor.

TABLE OF CONTENTS
CHAPTER CONTENTS PAGE NO
1.1 INTRODUCTION 2
1.2 OBJECTIVES OF THE STUDY 12
1.3 IMPORTANCE OF THE STUDY 13
1.4 SCOPE OF THE STUDY 14

1
1.5 RESEARCH METHODOLOGY 15
1.6 LIMITATIONS OF THE STUDY 17
1.7 CHAPTERIZATION SCHEME 18
2 REVIEW OF LITERATURE 19
3 PRODUCT PROFILE 28
4 DATA ANALYSIS AND INTERPRETATION 34
5 5.1 FINDINGS OF THE STUDY 79
5.2 SUGGESTIONS 81
5.3 CONCLUSION 82
ANNEXURE 83
BIBLIOGRAPHY
QUESTIONNAIRE
LIST OF TABLES
TABLE NO TITLE OF THE TABLES PAGE NO
4.1 Table showing the Age of the Respondents 35
4.2 Table showing the Gender of the Respondents 37
4.3 Table showing the Educational Qualification 39
4.4 Table showing type of family of the respondents 41
4.5 Table showing the Marital status 43
4.6 Table showing the Occupation of the respondents 45
4.7 Table showing the monthly income of the respondents 47
4.8 Table showing the Earning members in the family 49
4.9 Table showing the Members using social media 51
4.10 Table showing the sources of awareness about social media 53
4.11 55
Table showing the social media sites used by the respondents
4.12 57
Table showing the Extent of social media sites used by the
respondents for the purpose of searching the electronic home
appliances of interest.
4.13 Table showing the respondents involved in the decision 59
making process
4.14 Table showing the respondents follow the social 61
media accounts only because they are interested of
their products/services.
4.15 Table showing brands should update their social 63

media accounts actively.
4.16 Table showing opinion given by the respondents. 65
4.17 Table showing opinion given by the respondents on social 68

media advertising towards electronic home appliances.
4.18 Table showing how far the social media platforms support 71
marketing channel towards electronic home appliances
4.19 Chi-Square test 73
4.20 Chi-square test 74
4.21 Regression analysis 75

LIST OF CHARTS
TABLE NO TITLE OF THE CHARTS PAGE NO

4.1 Chart showing the Age of the Respondents 36
4.2 Chart showing the Gender of the Respondents 38
4.3 Chart showing the Educational Qualification 40
4.4 Chart showing type of family of the respondents 42
4.5 Chart showing the Marital status 44
4.6 Chart showing the Occupation of the respondents 46
4.7 Chart showing the monthly income of the respondents 48
4.8 Chart showing the Earning members in the family 50
4.9 Chart showing the Members using social media 52
4.10 Chart showing the sources of awareness about social media 54
4.11 56
Chart showing the social media sites used by the respondents
4.12 58
Chart showing the Extent of social media sites used by the
respondents for the purpose of searching the electronic home
appliances of interest.
4.13 Chart showing the respondents involved in the decision 60
making process
4.14 Chart showing the respondents follow the social 62
media accounts only because they are interested of
their products/services.
4.15 Chart showing brands should update their social 64

media accounts actively.
4.16 Chart showing opinion given by the respondents. 67
4.17 Chart showing opinion given by the respondents on social 70

media advertising towards electronic home appliances.
4.18 Chart showing how far the social media platforms support 72
marketing channel towards electronic home appliances
Date :
BONAFIDE CERTIFICATE
This is to certify that, this project work is entitled “Role of social media on the
purchase decision of electronic home appliances with special reference to Chengalpet
district- An empirical study” A work done by T.V.GAYATHRI Reg.no 532101293 Final
year student of Master of Commerce, SRM Arts and Science College, Kattankulathur – 603
203, In partial fulfilment of the requirements for the Award of the Degree of Master of
Commerce, University of Madras for the academic year 2022-2023
DR.J.UMADEVI Dr.P.SATHEESHBABU
Research Supervisor Head of the Department
DR. R. VASUDEVARAJ
Principal
External Examiner
CHAPTER – 1
1
CHAPTER 1.1
INTRODUCTION
MARKETING:
Marketing is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.
SOCIAL MEDIA:
Social media is considered as one of the most recent and significant E-marketing tools in the
current time. Social media provides accessibility to customers with the purpose of knowing their
interests and needs as well as affecting their purchasing decisions. Social media is defined as the
websites that connect millions of users from different parts over the world who share same
interests, point of view and hobbies. YouTube, Twitter and Facebook, Instagram are the best
examples on social media that is popular for a large proportion of consumers. So they are used
for the exchange of ideas and reviews of a particular product, service or a certain brand to gather
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information and ideas formation as well as making the right purchasing decision. Therefore,
social media are considered as one of the modern electronic marketing tools which are different
from other means of traditional marketing, therefore marketing via social media nowadays is the
broadest, fastest, cheapest and most effective marketing channel where the consumer can obtain
information and features of interesting goods easily with the possibility of completing the
purchasing & sale process without the buyer's need to go to goods and items place. Social media
marketing has been defined as a form of internet marketing that utilizes social networking
websites as a marketing tool.
The best way to define social media is to break it down. Media is an instrument on
communication, like a newspaper or a radio, so social media would be a social instrument of
communication .In Web 2.0 terms; this would be a website that doesn't just give you
information, but interacts with you while giving you that information. This interaction can be as
simple as asking for your comments or letting you vote on an article. Social Media sites are
characterized by the inherent functionality that facilitates the sharing of information between
users within a defined network. The nature of Social Media allows for the initiation of
conversation by either party.
In general terms, social media enable users to share information and collaborate with each other
to create web content and utilize it. It refers to users’ activities, practices, and behaviors
occurring through media via sharing information, knowledge, and opinions.
Social Media Marketing

Social media marketing (SMM) is a form of Internet marketing that utilizes social networking
websites as a marketing tool. The goal of SMM is to produce content that users will share with
their social network to help a company increase brand exposure and broaden customer reach.
SMM helps a company get direct feedback from customers (and potential customers) while
making the company seem more personable. The interactive parts of social media give customers
the opportunity to ask questions or voice complaints and feel they are being heard. This aspect of
SMM is called social customer relationship management (social CRM).
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Social media marketing is related to relationship marketing where the firms need to shift from
"trying to sell "to making connection" with the consumers.
Companies also need to keep away from "big campaigns" and stick with "small act" since some
small campaigns can easily reach lots of people and accomplish the objectives. (Eerdogmus,
2012).
The Characteristics of Social Media Marketing

Tone: Social media is about honesty and being authentic. Marketers need to ensure that the
message to the audience is credible and reliable
Conversation: Social media marketing generates two ways conversation where the customer
is an integral part of the marketing department. Customer opinions matter and impact on
marketing strategy
Validation: Buyer and consumer reviews are as influential as the marketer’s claims of the
brands features and benefits. This sets the stage for the brand to meet consumers expectations
Reach: Social media marketing allows marketers to reach a wider audience with more
dramatic results in far less time and at lower costs
Control: Control is the single biggest challenge in social media marketing. The internet
allows the entire world to report what they see as they see it (in real time). All testimonies,
opinions, customer experiences (positive and negative) and customer messages are able to go
live at any time. These messages are not always accurate nor are they in the control of the
marketer and the challenge to the marketer is to respond to these messages in a professional
manner.
The Impact of Social media on Consumer Purchase Decision

Consumers belong or admire different online groups generally and those groups are able to
change their purchasing decisions behavior. According to Evans, et al (2009) joint decision-
making is defined as; consumers are taken their decisions within the environment around them
such as environment of family, friends, and coworkers. In traditional way, consumers make their
purchase decisions base on information that they received through mass media (e.g. advertising,
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newspaper, television comment), but nowadays, online social networks can have power to affect
consumers’ purchase decision (Solomon, et al, 2010).
Consumers are able to search for the information they need and share their own experiences
about products or services with other consumers. This fact(sharing opinions with others
regarding previous experiences with products or services) is one of the reasons why social media
influences purchasing decisions Consumers are also buying based on recommendations from
social media.
Virtual communities that affect on consumer purchase decisions:

There are different forms of virtual communities that affect consumers’ purchase decisions in
different ways:
Multi-user dungeons (MUD): where people have social relationship with each other in terms
of game playing.
Rooms, rings, and lists: rooms (chat rooms), rings (organizations that is related to the home
pages), and lists (group of individuals that sharing information via email).
Board: online communities, which can be related to music, movies, cars, even restaurants that
allow individuals post messages.
Blogs: weblogs or blogs are personal journals and are form of online communities that
growing dramatically fast. Users of common interest can follow Blogs.
Online social networks have become more credible and relevant information source than direct
information from companies, therefore consumers seek products and companies on online social
networks .Since consumers enjoy the interaction and communication with each other and like to
receive advice either positive or negative about different products or services, virtual
communities have an impact on consumers’ purchasing decision.
HOME APPLIANCES:
It is an instrument or device or machine designed for a home use or home appliance either
electrical/mechanical machines which accomplish some household functions. The growth of
home appliances industry is really attributed to the most distinct feature of Indian economy-
population explosion. In modern times, life has become highly mechanical, and the utility of
home appliances is inevitable. Though, the ultimate users of the home appliances are house
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wives and housemaids, the purchase decisions and brand preferences are enacted by husbands
and wives together. Unlike in the past, the consumers are more educated and more enlightened
today. The market trends reveal that the consumers are well informed and therefore they demand
greater assured performance from products and companies. This has led to a change in the
marketing approach of the growth conscious companies. A shift has taken place from the seller’s
market to the buyer’s market. Due to the growing competition in the industry the companies are
under the pressure to win customers and this has empowered the consumers more. The emphasis
traditionally was on making sales rather than building relationships; on selling and reselling
rather than caring for the customers. But now every company of the home appliances industry
wisely concentrates enough to regularly measure and systematically maintain the customer
satisfied, because the key to customer retention is customer satisfaction. A highly satisfied
customer stays longer, buys more as the company introduces new products, offers products or
service ideas to the company, pays less attention to the competing brands and is less sensitive to
price, and it costs less to serve them than new customers because transactions are routine.
CONSUMER:
Consumers are all the individuals and households who buy or acquire goods and services for
personal consumption. Consumer is the person who actually uses a product. Buyer is also a
person who actually purchases a product or services but he may or may not use it.
BEHAVIOUR:
It refers to the actions of a system or organism, usually in relation to its environment, which
includes other systems or organisms around, as well as the physical environment. It is the
response of the system or organism to various stimuli or inputs, whether internal or external,
conscious or subconscious, overt or covert and voluntary or involuntary.
CONSUMER BEHAVIOUR:
MEANING:
Consumer behaviour is an integral part of human behaviour and cannot be separated from it. In
fact, consumer behaviour is the sub-set of human behaviour. It refers to the decisions making
process by which consumers interact with their environment and the actions the take in the
market place.
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FACTORS INFLUENCING CONSUMER BUYING DECISIONS:
Several factors determine the buying behaviour of consumers. These factors may be classified as
follows:
➢ Personal Factors
● Demographics
● Life style
● Situation
➢ Social Factors
● Role and Family
● Reference Group
● Opinion Leader
● Social Classes
● Culture and Sub-Cultures
➢ Psychological Factors
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● Perception
● Motives
● Learning
● Attitudes
● Personality.
CONSUMER PERCEPTION:
It can be defined as the process by which an individual selects, organizes, and interprets stimuli
into a meaningful and coherent picture of the world. A stimulus is a unit of input to any of the
senses. Examples of stimulus ie, sensory input includes products, packages, brand names,
advertisements, and commercials, sensory receptor. Marketers do not want their target audience
to look only at the models in their ads. They want to communicate something about their
products as well. Marketers often use attractive models, humor, other factors to attract the target
market’s interest. Information processing is a series of activities by which stimuli are perceived,
transformed in to information, and stored. Information processing model has four major steps or
stages,
a) Exposure
b) Attention
c) Interpretation, and
d) Memory.
The first three constitute perception. Exposure occurs when a stimulus such as an Advertisement
hoarding comes within the range of a person’s vision. Attention occurs when the information
from vision passes on to the brain for processing. Interpretation is the assignment of meaning to
the received sensations. Memory is the short – term use of the meaning for immediate decision-
making or the longer-term retention of the meaning.
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CONSUMER BUYING PROCESS:
This process is presented in a sequence of 5 steps as shown below.
However, whether a consumer will actually carryout each step depends on the type of purchase
decision that is faced. For instance, for minor re-purchases the consumer may be quite loyal to
the same brand, thus the decision is a routine one (i.e., buy the same product) and little effort is
involved in making a purchase decision. In cases of routine, brand loyal purchases consumers
may skip several steps in the purchasing process since they know exactly what they want
allowing the consumer to move quickly through the steps. But for more complex decisions, such
as Major New Purchases, the purchasing process can extend for days, weeks, months or longer.
So in presenting these steps marketers should realize that, depending on the circumstances
surrounding the purchase, the importance of each step may vary.
1. Need/Want/Desire is recognized:
In the first step the consumer has determined that for some reason he/she is not satisfied (i.e.,
consumer’s perceived actual condition) and wants to improve his/her situation (i.e., consumer's
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perceived desired condition). For instance, internal triggers, such as hunger or thirst, may tell the
consumer that food or drink is needed. External factors can also trigger consumer's needs.
Marketers are particularly good at this through advertising, in-store displays and even the
intentional use of scent (e.g., perfume counters). At this stage the decision-making process may
stall if the consumer is not motivated to continue (see Motivation above). However, if the
consumer does have the internal drive to satisfy the need they will continue to the next step.
2. Search for Information:

Assuming consumers are motivated to satisfy his or her need, they will next undertake a search
for information on possible solutions. The sources used to acquire this information may be as
simple as remembering information from past experience (i.e., memory) or the consumer may
expend considerable effort to locate information from outside sources (e.g., Internet search, talk
with others, etc.). How much effort the consumer directs toward searching depends on such
factors as: the importance of satisfying the need, familiarity with available solutions, and the
amount of time available to search. To appeal to consumers who are at the search stage,
marketers should make efforts to ensure consumers can locate information related to their
product. For example, for marketers whose customers rely on the Internet for information
gathering, attaining high rankings in search engines has become a critical marketing objective.
3. Evaluate Options:
Consumers search efforts may result in a set of options from which a choice can be made. It
should be noted that there may be two levels to this stage. At level one the consumer may create
a set of possible solutions to their needs (i.e., product types) while at level two the consumer
maybe evaluating particular products (i.e., brands) within each solution. For example, a
consumer who needs to replace a television has multiple solutions to choose from such as
plasma, LCD and CRT televisions. Within each solution type will be multiple brands from which
to choose. Marketers need to understand how consumers evaluate product options and why some
products are included while others are not. Most importantly, marketers must determine which
criteria consumers are using in their selection of possible options and how each criterion is
evaluated. Returning to the television example, marketing tactics will be most effective when the
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marketer can tailor their efforts by knowing what benefits are most important to consumers when
selecting options (e.g., picture quality, brand name, screen size, etc.) and then determine the
order of importance of each benefit.
4. Purchase:
In many cases the solution chosen by the consumer is the same as the product whose evaluation
is the highest. However, this may change when it is actually time to make the purchase. The
"intended" purchase may be altered at the time of purchase for many reasons such as: the product
is out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g., store salesperson
mentions a competitor’s offer), the customer lacks the necessary funds (e.g., credit card
networking), or members of the consumer’s reference group take a negative view of the purchase
(e.g., friend is critical of purchase). Marketers whose product is most desirable to the consumer
must make sure that the transaction goes smoothly. For example, Internet retailers have worked
hard to prevent consumers from abandoning online purchase (i.e., online shopping carts) by
streamlining the checkout process. For marketers whose product is not the consumer’s selected
product, last chance marketing efforts may be worth exploring, such as offering incentives to
store personnel to "talk up" their product at the checkout line.
5. After-Purchase Evaluation:
Once the consumer has made the purchase they are faced with an evaluation of the decision. If
the product performs below the consumer’s expectations, then he/she will re-evaluate satisfaction
with the decision, which at its extreme may result in the consumer returning the product while in
less extreme situations the consumer will retain the purchased item but may take a negative view
of the product. Such evaluations are more likely to occur in cases of expensive or highly
important purchases. To help ease the concerns consumers have with their purchase evaluation,
marketers need to be receptive and even encourage consumer contact. Customer service centers
and follow-up market research are useful tools in helping to address purchasers‟ concerns.
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1.2 OBJECTIVES OF THE STUDY
• To study the demographic profile and social status of the customers.

• To identify the factors influencing the role of social media applications in customer
buying behavior towards purchase of electronic home appliances.
• To analyse the level of satisfaction of customers towards home appliances through the
influence of social media applications.
• To analyse the problems faced by the customers in purchasing electronic home
appliances through the influence of social media applications.
• To provide valuable suggestion based on data resources.
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1.3 IMPORTANCE OF THE STUDY
• The study will provide insights into how social media affects consumer behavior and
influences their purchase decisions. This information is crucial for marketers and
businesses to understand how to effectively engage with potential customers and promote
their products.
• The study can help businesses develop effective marketing strategies that leverage
social media to target potential customers. With the growing importance of social media
in today's world, understanding how to leverage it for marketing purposes is critical for
businesses looking to stay competitive.
• The study can also provide valuable information for businesses looking to develop new
home appliance products. By understanding the needs and preferences of consumers on
social media, businesses can develop products that are more likely to be successful in the
market.
• Social media has given consumers a voice, and the study can help businesses understand
how to engage with and respond to their customers. By understanding how consumers
use social media to make purchase decisions, businesses can empower their customers to
make informed decisions and build stronger relationships with them.
• Social media can be a powerful tool for building and maintaining brand reputation. By
understanding how social media affects purchase decisions, businesses can manage their
online presence more effectively and ensure that their brand is perceived positively.
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1.4 SCOPE OF THE STUDY
➢ The study can focus on the demographic factors such as age, gender, income, education,
and occupation, which can influence the use of social media in purchase decisions.
➢ Identification of social media platforms that are commonly used by consumers when
making purchase decisions for home appliances.
➢ Understanding the factors that influence consumers to use social media for information
on home appliances, such as product reviews, recommendations from friends, and brand
promotions.
➢ Analysis of the effectiveness of social media in the purchase decision process for home
appliances, including the role of social media influencers and the impact of advertising
and promotional campaigns.
➢ Evaluation of the challenges associated with using social media for purchase decisions in
home appliances, including the credibility and reliability of information on social media,
privacy concerns, and the risk of making uninformed decisions.
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1.5 RESEARCH METHODOLOGY
A research method is a systematic plan for conducting the research. Sociologists draw a variety
of both qualitative and quantitative methods, including experiments, survey research and
secondary data. Quantitative methods aim to classify features, count them, and create statistical
models to test hypothesis and explain observations. Qualitative methods aim for a complete,
detailed description of observations.
RESEARCH DESIGN
A research design is a map developed to guide the research. It is a part of the planning stage of
the research, a blueprint for the collection, measurement and analysis of data.The research design
will be a descriptive research design. This design will allow the researcher to describe the
relationship between social media and purchase decision towards home appliances.
SAMPLE AREA
The sample was collected from the respondents in Chengalpet district.
SAMPLING SIZE
The sampling unit determination is the act of choosing the number of observation or replicates to
include in statistical sample.The sampling method will be a convenience sampling method. The
researcher will select individuals who are active on social media and have recently made a
purchase decision towards home appliances. The sample size will be 100 respondents.
DATA COLLECTION
The data collection method will be a survey method. The survey will be designed using Google
Forms and will be distributed to the selected respondents through social media platforms such as
Whatsapp, Facebook, Twitter, and Instagram.
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DATA ANALYSIS
The data collected through the survey will be analyzed using statistical software such as SPSS.
Descriptive statistics such as mean, median, and mode will be used to describe the data.
Inferential statistics such as correlation and regression analysis will be used to analyze the
relationship between social media and purchase decision towards home appliances.
STATISTICAL TOOLS USED
The Statistical tools used for the research purpose are:
• Percentage Analysis
• Correlation and regression analysis
• Chi-Square Test
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1.6 Limitations of the study
➢ The area was limited only to Chengalpet district.

➢ The result of the study cannot be generalized to other areas due to demographical
differences.
➢ Time was the major constraints in collecting the data.
➢ The sample size was limited to 105 respondents.
➢ The conclusion was drawn based upon the information provided by the respondents.
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1.7 CHAPTERIZATION SCHEME
CHAPTER I:
Chapter I deals with introduction, scope, objective, importance, limitations and the research
methodology used in the study.
CHAPTER II:
Chapter II deals with the Review of Literature relating to the study.
CHAPTER III:
Chapter III deals with the Product profile relating to the study.
CHAPTER IV:
Chapter IV deals with the Analysis and Interpretation of the data used in the study.
CHAPTER V:
Chapter V deals with Findings, Suggestions and Conclusions for the study undertaken.
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CHAPTER – 2
REVIEW OF LITERATURE
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CHAPTER 2
REVIEW OF LITERATURE
Hennig-Thurau and Walsh (2003), suggested that consumer’s behavior in term of purchasing
and communication is influenced by social networks in five different ways: obtaining of buying
related information from other consumers and it reduce risk significantly, Social orientation
which implies that buyer can evaluate and compare different brands and products, Community
membership groups- in such kind of groups customer admire different brands and products.
Kim and Srivastava (2007) have said that, social media and different online social networks
provide an opportunity to consumer where they can exchange their views, suggestions,
experience and recommendations with other existing and potential consumers.
Evans et al (2009) categorized social groups into many reference groups like as: celebrity group,
family, friends and parents, large and formal organization, small and informal groups. They
argued that family, friends, parents and small informal groups have large impact on purchasing
decision of an individuals, as they are part of daily life decisions.
Borges [5] (2009) finds that today’s buyers want to be engaged differently than in years past and
many traditional marketing tactics simply do not work anymore. Social media marketing is a
revolutionary way to build social relationships with buyers. Low cost, brand building, staffing
advantages, loyalty and level playing field are key benefits of social networking sites as a
successful marketing media.
Girija Bai. A (2010) conducted a study to identify the determinants of women consumer
behaviour on home appliances and to classify them based on the factors influencing the same.
The main objective of the study was to analyze the factors influencing the purchase decision
process of women consumers of home appliances. A sample size of 435 respondents was
collected for the research. The data was collected by using both primary and secondary data.
Primary data were collected through a structured questionnaire. The secondary data used in the
study was collected from related journals, books internet etc. She also used statistical tools like
factor analysis, cluster analysis, ANOVA, Karl Pearson’s correlation coefficient, non-parametric
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chi-square analysis, SPSS and T-Tests. The study concluded that the demographic variables of
the consumers are not deeply associated to their attribute awareness of the product but the years
of possession of durables give the consumers an excellent knowledge of the product.
A study for Harvard Business Review by Edelman [10] (2010) highlights how the Internet and
social marketing has changed not only the way businesses operate but also how consumers
choose their products. It discusses how market has moved to a more open-ended approach
whereby consumers no longer follow a methodical approach of selecting products. It stresses
how important it is for brands to connect with consumers and it also studied the consumers'
decisions across five different industries, namely automobile, skincare, insurance, mobile
telecommunications and electronics, across three different continents.
According to Diffley (2011), sometime instead of advertisement and marketers, consumers do

believe and trust on each other’s opinion, views and recommendations posted on social media.
Drell (2011) found that out of 100 percent of online buyers, 20 percent shared the most
information, and that they were mostly teens who were brand loyal. Information is shared via the
use of different technological devices. Even yet, the minimal information sharing was 80%, and
the ones that shared it were mostly elderly people who were solely concerned with quality rather
than brand.
Webster (2011), 25% of social media users buy their favourite products via different social
networking sites, with the majority of users preferring Facebook as their brand page. According
to the findings, social networking sites have evolved into a source of information for customers
seeking information on any product or service. The majority of people who use social media trust
Facebook more than any other social networking site since it has more fascinating and easy
features. As a result, it makes it simple for consumers to purchase things of their choosing while
also allowing them to read reviews about the products they are considering purchasing. This aids
in the development of client trust, resulting in the acquisition of the bulk of the customer base.
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Martinka (2012) described a study that used Facebook and Twitter groups. Both are well-known
social networking platforms that have an impact on consumer purchase decisions. To learn more
about the many uses of social media, a survey was performed using a three-point Likert scale.
The final result revealed that the social media organisation had power or authority over
conventional online client purchases.
Fatimah Furaiji (2012) in his research attempted to analyze the relationship between several
independent variables such as cultural, social, psychological and marketing mix factors and
consumer behaviour as the dependent variable in electric appliances market. The purpose of this
study was to determine the factors affecting consumer preferences and behaviour in the electric
appliances market in Iraq.
Sridevi. J (2012) in her study examined to reveal the influence of celebrity endorsement on
buying motives of consumers. The data was collected from 500 respondents through structured
questionnaire. Proportionate random sampling method has been used to collect the data. They
used statistical tools like factor analysis, regression, ANOVA and Karl Pearson’s coefficient of
correlation. The study revealed that consumers are more likely to buy and are happy with the
purchases done under the influence of celebrities.
Wang, Yu and Wei(2012), explored that online buyer socialization through different chat
groups also impact on buying decision in two ways: Firstly recommended by friends directly and
secondly by involvement in product.
Abdul Brosekhan. A (2013) carried out his research to find the opinions on the purpose of
buying the selected home appliances differ among various lifestyle segments. The main objective
of this study was to understand the various factors and its impact on consumer buying decision of
home appliance products. They used systematic random sampling technique and collected data
from 400 consumers. Their research was based on both primary and secondary data.
Vijayalakshmi. S (2013) conducted a study to identify the factors that are affecting the
consumer behaviour in electronic home appliances markets in Chennai. They collected the
primary data through questionnaire method. They collected nearly 300 survey responses for the
22
research. The Statistical Package for Social Sciences (SPSS) Software was used to evaluate the
data collected from consumers. The study concluded that social factors, physical factors and
marketing mix elements were strongly associated with the buying behaviour of consumers.
Bruno Schivinski, Dariusz Dąbrowski, (2013) "The Effect of Social Media Communication
on Consumer Perceptions of Brands"
In recent years, brand management has been confronting two opposite tendencies: the loss of
brand authenticity and the increasing influence of empowered consumers on brand
communications. The social Web is changing traditional marketing communications. Traditional
brand communications that were previously controlled and administered by brand and marketing
managers are gradually being shaped by consumers.
Lee (2013), search extensively for product information on social media sites, as opposed to any
other kind of mass communication. It's a more subjective and selective search. Ads on social
media also give a platform for comparing goods with those of other firms, which is a feature that
virtually all social media users like. The product's information material is also provided in the
form of a full specification, which allows buyers to learn more about the product and do
extensive comparisons based on the specifications they need.
Ghania Bilal, Mirza Ashfaq Ahmed and Mirza Naveed Shahzad,(2014) "The Role of Social
Media in Consumer Decision"
The Study results showed that media and social networking has an impact on consumer decision
making. The consumers in Pakistan use few social media platform"e.gyoutube" compare to
social network sites " Facebook and Google" along with their own personal decision making.
The study showed that social networks had a positive impact on consumers behavior, in addition
to the positive population interaction with virtual community of the social media.
AydaDarban, Wei Li, (2014) "The impact of Online Social Networks on Consumers’
Purchasing Decision"
The purpose of this study is to examine the impact of online social networks (Facebook), the
authors are trying to find which steps do online social networks influence consumers’ purchasing
23
decision when it comes to food retailers; and why are these steps influenced by online social
networks. First, the steps are promotions and offers, company/store information, activities and
services. Second, the reasons behind online social network (Facebook) on consumers’ purchase
decision: long online time, comments and recommendations (Online Word-Of-Mouth)
Individual’s interaction between supermarket and other consumers and convenience of
Facebook. So consumers’ choices regarding food retailers can be influenced by the gathered
information from different sources especially from online social networks.
Online groups, electronic word of mouth, diverse internet communication, and online exposure,
according to Balakrishnan, Dahnil, and Yi (2014), are highly beneficial in building a
favourable brand image and consumer's purchase intention through social media. This
demonstrates that marketing managers must reach out to the younger generation's clients and
consider social media to be the most effective instrument for selling. This research gives
information to a variety of merchants before they use social media advertising to promote their
products.
Hajli (2014) said due to incredible expansion of social networks and websites, mostly studies
have focused consumer’s behavior research by considering views and opinions of consumers on
these sites.
Wang & Yu (2015), both negative and positive evaluations about a service or product influence
a consumer's buying choice. Word of mouth has a tremendous influence on a consumer's
decision to buy a product on social media. As a result, word of mouth is very useful in spreading
information about a product or service on social media networks. One of the most significant
aspects in marketing, according to the research, is word of mouth. This research also resulted in
the development of a framework model, which includes word of mouth as a crucial component.
Harshini (2015)analysed a prior theoretical style of study on social media marketing and client
purchase intent. This research examines a few characteristics of social media advertising and
their impact on customer purchasing intentions. It compiles consumer replies to social media
advertisements in relation to the customer's purchasing intent. The article demonstrates that users
24
of social networking sites find this kind of marketing strategy to be highly fascinating, and that
they are reacting to those ads and purchasing things as a result of those commercials.
Fotis (2015) discussed the impact of social media on client purchasing behaviour when it comes
to tourist services. According to the findings, social media platforms are often utilised for
holiday planning. Customers may pick an ideal venue to visit based on the suggestions provided
by social media marketing. The social media maintains track of and analyses patterns in order to
learn about consumers' tastes and purchasing intentions, as well as to provide options and
preferences based on their purchasing intentions and travel patterns.
Mangalam. S (2016) the main objectives of this research were to study the sources of
information used by the customers for making decision on specific brands of home appliance.
Her research was based on both primary and secondary data. Questionnaire method was used to
collect the primary data. A sample size of 456 respondents were collected for this research. They
used the statistical tools like factor analysis, discriminant analysis, correlations, multiple
regression and chi-square test. The study suggested that the manufacturers of home appliances
should consider affective components and conative components to study the consumer behaviour
more apparently.
Ravi Kanth. M (2016) the main objective of this study was to analyze the consumer behaviour
towards electronic industry with emphasis on the television. The sample data was collected from
150 respondents through a structured questionnaire. Chi-square test, ANOVA and F-test were
used to evaluate the data. The study concluded that television plays a major role in the flow of
information and is equipped with the power to influence people, their beliefs and their opinions.
Qaswa Kamran (2019) conducted a study to identify the impact of emotional advertising on
consumer buying behaviour. The Objective of this study was to assess the most influential
advertising appeal that impacts the buying decision of the consumers. A quantitative approach
was used, and the questionnaire-based survey was conducted using a sample of 200 respondents.
They also used statistical tools like factor analysis and Chi- square test. The study revealed a
positive impact of emotions in influencing the purchase intention of the consumers.
25
RESEARCH GAP:
Despite the growing importance of social media in influencing purchase decisions for home
appliances, there is a lack of comprehensive research that examines the specific ways in which
social media influences consumer behavior in this context. While some studies have explored the
impact of social media on general purchase behavior, there is a need for research that focuses
specifically on home appliances and the unique factors that influence consumer decision-making
in this market.
Additionally, there is a lack of understanding of the effectiveness of different social media

platforms in influencing purchase decisions for home appliances. While some research has
examined the impact of social media platforms such as Facebook and Twitter, there is a need for
research that examines other platforms such as Instagram, Pinterest, and TikTok, which have
become increasingly popular in recent years.
Finally, there is a need for research that examines the role of user-generated content, such as
reviews and ratings, in influencing purchase decisions for home appliances on social media.
While some studies have explored the impact of online reviews and ratings, there is a lack of
research that examines how these factors specifically influence consumer behavior in the context
of home appliances, and how they interact with other factors such as brand reputation and
product features.
26
CHAPTER-3
PRODUCT PROFILE
27
CHAPTER -3
PRODUCT PROFILE
The Role of Social Media in Purchase Decision towards Home Appliances is a research-based
product that analyzes the impact of social media on consumer behavior in the context of
purchasing home appliances. The product is designed for marketers, business owners, and
researchers who are interested in understanding how social media influences consumer decision-
making processes and how it can be leveraged to improve marketing strategies for home
appliances.
Product Features:
1. Comprehensive analysis: The product provides a comprehensive analysis of the role of

social media in the purchase decision-making process for home appliances. It covers
various aspects of social media, including social media platforms, content types, and user
behavior, to help businesses understand how social media can be used to influence
consumer behavior.
2. Insights and recommendations: The product offers insights and recommendations
based on the research findings, which businesses can use to improve their marketing
strategies. These insights include the most effective social media platforms, content
types, and tactics for targeting specific consumer segments.
3. Data-driven approach: The product is based on extensive research and data analysis,
ensuring that the insights and recommendations are grounded in empirical evidence. The
data sources include academic studies, industry reports, and consumer surveys.
4. User-friendly format: The product is presented in a user-friendly format, including
charts, graphs, and tables that make it easy to understand and use. The format also allows
for customization, allowing businesses to tailor the information to their specific needs.
5. Actionable strategies: The product provides actionable strategies that businesses can
implement to leverage social media in their marketing efforts. These strategies include
creating engaging content, building social media communities, and leveraging influencers
to promote home appliances.
28
Target Audience:
The product is designed for marketers, business owners, and researchers who are interested in
understanding the role of social media in consumer behavior and its impact on purchasing
decisions for home appliances. It is suitable for businesses of all sizes, from small startups to
large corporations, as well as academic researchers and students.
There are several social media platforms that can play a role in determining purchase
decisions towards home appliances. These include:
1.FACEBOOK:
With over 2.8 billion monthly active users, Facebook is one of the largest social media platforms
in the world. Many consumers use Facebook to research and review home appliances before
making a purchase decision. Businesses can leverage Facebook by creating engaging content,
running targeted ads, and responding to customer reviews and inquiries.
2.INSTAGRAM:
Instagram is a visual platform that is particularly popular with younger consumers. Many
businesses use Instagram to showcase their home appliances through visually appealing content,
29
such as high-quality product photos and videos. Influencer marketing is also popular on
Instagram, with businesses partnering with popular influencers to promote their home appliances
to their followers.
3.YOUTUBE:
YouTube is a video-sharing platform that is popular for product reviews and demonstrations.
Consumers often turn to YouTube to research and learn about home appliances before making a
purchase decision. Businesses can leverage YouTube by creating informative and engaging
product videos that showcase the features and benefits of their home appliances.
4. TWITTER:
Twitter is a real-time platform that is popular for customer service and engagement. Many
consumers use Twitter to ask questions, voice complaints, and seek recommendations about
home appliances. Businesses can leverage Twitter by responding promptly to customer inquiries
and concerns, and using the platform to promote their home appliances through targeted ads and
engaging content.
30
THE FOLLOWING HOME APPLIANCES ARE CONSIDERED FOR THE STUDY AND
THEIR IMPACT ON SOCIAL MEDIA APPLICATIONS:
1.AIR CONDITIONER:2.REFRIGERATOR: 3.WASHINGMACHINE:
4.TELEVISION : 5.INDUCTION STOVE:
Social media can have a significant impact on purchase decisions for air conditioners. Here are a
few ways that social media can influence consumers
1. Reviews and Recommendations: Social media platforms such as Facebook, Twitter,
and Instagram allow users to share their experiences and recommendations with others.
31
Users can also leave reviews for air conditioners they have purchased, which can
influence other potential buyers. Positive reviews can increase the likelihood of a
purchase, while negative reviews may dissuade someone from buying a particular brand
or model.
2. Ads and Promotions: Social media platforms offer advertising options that can target
specific audiences. Air conditioner brands can use these tools to promote their products to
users who may be interested in purchasing an air conditioner. Promotions such as
discounts, free shipping, and other offers can also influence consumers' purchase
decisions.
3. Comparison shopping: Social media platforms also offer users the ability to compare
products and prices. Users can search for air conditioners and compare prices and
features, helping them make an informed decision.
4. Influencer marketing: Brands can partner with influencers on social media to promote
their refrigerators. Influencers can create engaging content, including product reviews
and demos, to showcase the features and benefits of various refrigerator models. This can
help to increase brand awareness and influence purchasing decisions.
5. User-generated content: Social media platforms also provide users with the ability to
share their own content, including photos and videos of their refrigerators. User-
generated content can provide a more authentic look at how refrigerators perform in real-
life situations, helping consumers to make more informed purchase decisions.
6. Customer Service: Many washing machine brands have a presence on social media
platforms, allowing them to provide customer service and support. Brands can quickly
respond to customer queries, complaints, and feedback, which can influence a potential
buyer's decision to purchase from that brand.
7. Different Perceptions:
Social media can play a significant role in shaping consumer attitudes and purchase
decisions towards television. It provides consumers with access to a wide range of
information, recommendations, and feedback, which can influence their perceptions of
different brands and models.
32
CHAPTER -4
DATA ANALYSIS AND

INTERPRETATION
33
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
Statistical data required for the study was collected during March 2023. This is a descriptive,
analytical study based on primary data collected from 105 respondents in Chengalpet district.
The primary data required for the study was collected online from 105 respondents in Chengalpet
district.
The main reason for choosing Chengalpet district is due to its demographic nature. The primary
data was collected through a pretested structured questionnaire. Percentage Analysis, Regression
analysis, and Chi Square Test were used to analyze the data by using the SPSS package.
PERCENTAGE ANALYSIS:
Percentage analysis is the method to represent raw streams of data as a percentage (a part in 100
percent) for better understanding of collected data. Percentage Analysis is applied to create a
contingency table from the frequency distribution and represent the collected data for better
understanding.
PERCENTAGE ANALYSIS = NO.OF RESPONDENTS *100

TOTAL NO OF RESPONDENTS
34
AGE GROUP:
Age group gives the details about the consumers who use home appliances. Table 4.1
gives details about the age group of the respondents.
TABLE NO 4.1
AGE OF THE RESPONDENTS
AGE OF RESPONDENTS NO OF RESPONDENTS PERCENTAGE
BELOW 20 years 14 14
20-30 years 70 67
30-40 years 12 11
40-50 years 7 6
ABOVE 50 YEARS 2 2
TOTAL 105 100
SOURCE: PRIMARY DATA
INTERPRETATION:
Table 4.1 shows that 14% of the respondents were in the age group of below 20 years, 70%
of the respondents were in the age group of 20-30 years, 12% of the respondents were in
the age group of 30-40 years and 7% of the respondents were in the age group of 40-50
years, 2% of the respondents were in the age group of above 50 years.
35
CHART NO 4.1
CHART SHOWING AGE OF THE RESPONDENTS
36
GENDER:
Gender plays a vital role in determining the usage of home appliances. Table 4.2 gives the
details about the gender of the respondents.
TABLE NO 4.2
GENDER OF THE RESPONDENTS
GENDER NO OF RESPONDENTS PERCENTAGE
MALE 52 49.5
FEMALE 53 50.5
TOTAL 105 100
INTERPRETATION:
Table 4.2 shows that 52% of the respondents were Male and 53% of the respondents were
Female.
37
CHART 4.2
CHART SHOWING THE GENDER OF THE RESPONDENTS
GENDER
50.6
50.4
50.2
50
49.8
49.6
49.4
49.2
49
MALE FEMALE
38
EDUCATIONAL QUALIFICATION:
Education is the major power that helps to make appropriate decisions of respondents.
Table 4.3 gives details about the educational qualification of the respondents.
TABLE NO 4.3
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

EDUCATIONAL NO OF RESPONDENTS PERCENTAGE
QUALIFICATION
HIGH SCHOOL 11 10
DIPLOMA 3 3
UNDER GRADUATION 56 53
POST GRADUATION 30 29
OTHERS 5 5
TOTAL 105 100
INTERPRETATION:
Table 4.3 shows that 10% of the respondents were studying high school, 3% of the
respondents were diploma, 53% of the respondents were under graduate, 29% of the
respondents were post graduate and 5% of the respondents were in the other category.
39
CHART NO 4.3
CHART SHOWING EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS
EDUCATIONAL QUALIFICATION
HIGH SCHOOL DIPLOMA UNDER GRADUATION

POST GRADUATION OTHERS
40
TYPE OF FAMILY
Type of family is the another factor that helps to make appropriate decisions of
respondents. Table 4.4 gives details about the type of family of the respondents.
TABLE NO 4.4
TYPE OF FAMILY OF THE RESPONDENTS
TYPE OF FAMILY NO OF RESPONDENTS PERCENTAGE
NUCLEAR 73 70
JOINT 32 30
TOTAL 105 100
INTERPRETATION:
Table 4.4 shows that 70% of the respondents were Nuclear and 30% of the respondents
were Joint family.
41
CHART NO 4.4
CHART SHOWING THE TYPE OF FAMILY OF THE RESPONDENTS
TYPE OF FAMILY
70
30
NUCLEAR JOINT
42
MARITAL STATUS:
The perceptions and attitudes of the individuals can also differ by the marital status of the
individuals. Table 4.5 gives details about the marital status of the respondents.
TABLE NO 4.5
MARITAL STATUS OF RESPONDENTS
MARITAL STATUS NO OF RESPONDENTS PERCENTAGE
MARRIED 82 78
UNMARRIED 23 22
TOTAL 105 100
INTERPRETATION:
Table 4.5 shows that 78% of the respondents were married and 22% of the respondents
were unmarried.
43
CHART NO 4.5
CHART SHOWING MARITAL STATUS OF THE RESPONDENTS
MARITAL STATUS
MARRIED UNMARRIED
44
OCCUPATION:
The needs and preference of an individual is determined by an individual’s occupation.

Table 4.6, shows the occupation of the respondents.
TABLE NO 4.6
OCCUPATION OF THE RESPONDENTS

OCCUPATION NO OF RESPONDENTS PERCENTAGE
STUDENT 58 55
GOVERNMENT 2 2
EMPLOYEE
PRIVATE EMPLOYEE 19 18
BUSINESS 12 11
OTHERS 14 14
TOTAL 105 100
INTERPRETATION:
Table 4.6 shows that 55% of the respondents were Students, 2% of the respondents were
Government Employees, 18% of the respondents were Private Employees, 11% of the
respondents were doing Business and 14% of the respondents were in the other category.
45
CHART NO 4.6
CHART SHOWING OCCUPATION OF THE RESPONDENTS
OCCUPATION
OTHERS 14
BUSINESS 11
PRIVATE EMPLOYEE 18
EMPLOYEE
GOVERNMENT 2
STUDENT 55
46
MONTHLY INCOME:
Income is the savings with which a customer runs his life. Table 4.7 gives the details with
regard to the monthly income of the respondents.
TABLE NO 4.7
MONTHLY INCOME OF THE RESPONDENTS
MONTHLY INCOME NO OF RESPONDENTS PERCENTAGE
BELOW RS.20000 53 50
RS. 20000-RS. 30000 16 15
RS .30000-Rs .40000 16 15
RS.40000-RS.50000 11 10
ABOVE RS.50000 9 10
TOTAL 105 100
INTERPRETATION:
Table 4.7 shows that 50% of the respondents were earning monthly income of less than
Rs.20000, 15% of the respondents were earning monthly income of Rs.20000 to Rs.30000,
15% of the respondents were earning monthly income of Rs.30000 to Rs.40000, 10% of
the respondents were earning monthly income of Rs.40000 to Rs.50000, 10% of the
respondents were earning monthly income of above Rs.50000.
47
CHART NO 4.7
CHART SHOWING MONTHLY INCOME OF THE RESPONDENTS
48
EARNING MEMBERS IN THE FAMILY:
The perceptions and attitudes of the individuals can also differ by the earning members in
the family.Table 4.8 gives the details with regard to the number of earning members in the
family of the respondents.
TABLE NO 4.8
EARNING MEMBERS IN THE FAMILY OF THE RESPONDENTS
NUMBER OF NO OF RESPONDENTS PERCENTAGE

EARNING MEMBERS
ONE 27 25.7
TWO 48 45.7
THREE 20 18.7
MORE THAN THREE 10 10.5
TOTAL 105 100
INTERPRETATION:
Table 4.8 shows that 25.7% of the respondents family were earning only one
member,45.7% of the respondentsfamily were earning only two members, 18.7% of the
respondents were earning 3 members, 10.5% of the respondents were earning more than
three members in their family
49
CHART NO 4.8
CHART SHOWING NUMBER OF EARNING MEMBERS IN THE FAMILY OF

THE RESPONDENTS
NUMBER OF EARNING MEMBERS IN

THE FAMILY
45.7
25.7
18.7
10.5
ONE TWO THREE MORE THAN THREE
50
USAGE OF SOCIAL MEDIA BY THE RESPONDENTS:
The number of members using social media in a family also influences the purchase
decision.Table 4.9 gives the details with regard to the number of members using social
media in the family of the respondents.
TABLE NO 4.9
MEMBERS USING SOCIAL MEDIA IN THE FAMILY OF THE RESPONDENTS
NUMBER OF NO OF RESPONDENTS PERCENTAGE

MEMBERS USING
SOCIAL MEDIA.
ONE 9 8.7
TWO 21 20.2
THREE 27 26
FOUR 32 30.8
MORE THAN FOUR 16 14.4
TOTAL 105 100
INTERPRETATION:
Table 4.9 shows that 8.7% of the respondents family were only one member using social
media 20.2% of the respondentsfamily were two members using social media, 26% of the
respondents were 3 members using social media,30.8% of the respondents were four
members using social media, 14.4% of the respondents family were more than four
membersusing social media.
51
CHART NO 4.9
CHART SHOWING NUMBER OF MEMBERS USING SOCIAL MEDIA IN THE

FAMILY OF THE RESPONDENTS
NUMBER OF MEMBERS USING SOCIAL

MEDIA IN THE RESPONDENTS FAMILY
30.8
26
20.2
14.4
8.7
ONE TWO THREE FOUR MORE THAN

FOUR
52
SOURCES OF AWARENESS ABOUT SOCIAL MEDIA:
Table 4.10 gives the details with regard to the sources of awareness about the social media
by the respondents.
TABLE 4.10
SOURCES OF NO OF RESPONDENTS PERCENTAGE

AWARENESS ABOUT
SOCIAL MEDIA.
OFFLINE 14 13
ADVERTISEMENTS
FRIENDS/RELATIVES 52 50
NEWSPAPER 25 24
TELEVISION 14 13
TOTAL 105 100
INTERPRETATION:
Table 4.10 shows that 13% of the respondents weregot awareness through offline
advertisements ,50% of the respondents were got awareness from friends/relatives, 24% of
the respondents were got awareness from newspaper,14% of the respondents were got
awareness from television.
53
CHART NO 4.10
CHART SHOWING THE AWARENESS ABOUT SOCIAL MEDIA BY THE

RESPONDENTS.
SOURCES OF AWARENESS ABOUT SOCIAL MEDIA
60
TELEVISION
40
NEWSPAPER
20 FRIENDS/RELATIVES
OFFLINE ADVERTISEMENTS
0
PERCENTAGE
OFFLINE ADVERTISEMENTS FRIENDS/RELATIVES NEWSPAPER TELEVISION
54
SOCIAL MEDIA SITES USED BY THE RESPONDENTS:
This tells about the social media sites used by the respondents that influences them in
purchase decision towards home appliances.Table 4.11 gives the details with regard to the
sites used by the respondents.
TABLE 4.11
Particulars Valid No.of Respondents Percentage

Very Frequently 30 29
Frequently 19 18
Facebook Neutral 17 16
Rarely 16 15
Very Rarely 23 22
Frequently 20 19
Twitter Neutral 11 10
Rarely 6 6
Very Rarely 44 42
Frequently 23 22
Instagram Neutral 15 14
Rarely 3 3
Very Rarely 6 6
Frequently 26 25
Youtube Neutral 7 7
Rarely 5 5
Very Rarely 3 2
55
CHART NO 4.11
CHART SHOWING THE SOCIAL MEDIA SITES USED BY THE

RESPONDENTS:
56
EXTENT OF SOCIAL MEDIA SITES USED BY THE RESPONDENTS
FOR THE PURPOSE OF SEARCHING THE ELECTRONIC HOME
APPLIANCES OF INTEREST:
Table 4.12shows that Extent of social media sites used by the respondents for the
purpose of searching the electronic home appliances of interest.
TABLE 4.12
CATEGORY NO OF RESPONDENTS PERCENTAGE
Extremely High 17 16.2
High 31 29.5
Neutral 38 36.2
Low 12 11.4
Extremely Low 7 6.7
TOTAL 105 100
INTERPRETATION:
Table 4.12 shows that 16.2% of the respondents were answered extremely high ,29.5% of
the respondents were answered high, 36.2% of the respondents were answered
neutral,11.4% of the respondents were answered low, 6.7% of the respondents were
answered extremely low.
57
CHART NO 4.12
CHART SHOWING THE EXTENT OF SOCIAL MEDIA SITES USED BY

THE RESPONDENTS FOR THE PURPOSE OF SEARCHING THE
ELECTRONIC HOME APPLIANCES OF INTEREST:
EXTENT OF SOCIAL MEDIA USED BY THE

RESPONDENTS
40
35
30
25
20
15
10
5
0
PERCENTAGE
Extremely High High Neutral Low Extremely Low
58
DECISION MAKING PROCESS:
This tells that how the respondents involved in the decision making process for
buying home appliances through social media influence. Table 4.13 shows that
decision made by the respondents.
Always 14 14.3
Often 35 33.3
Sometimes 36 34.3
Rarely 12 11
Never 8 7.6
TOTAL 105 100
INTERPRETATION:
Table 4.13 shows that 14.3% of the respondents were answered always, 33.3% of the
respondents were answered often, 34.3% of the respondents were answered
sometimes,11% of the respondents were answered rarely, 7.6% of the respondents were
answered extremely never.
59
CHART NO 4.13
CHART SHOWING THE DECISION MAKING PROCESS BY THE

RESPONDENTS FOR BUYING HOME APPLIANCES THROUGH
SOCIAL MEDIA SITES.
60
Do the respondents follow social media accounts(e.g. brands )only because they are
interested of their products\services?
This tells that whether the respondents follow the social media accounts only
because they are interested of their products/services.
TABLE 4.14
Yes 78 74.3
No 27 25.7
TOTAL 105 100
INTERPRETATION:
Table 4.14 shows that 74.3% of the respondents were answered Yes, 25.7% of the
respondents were answered No.
61
CHART NO 4.14
CHART SHOWING THE RESPONDENTS FOLLOW SOCIAL MEDIA

ACCOUNTS ONLY BECAUSE THEY ARE INTERESTED OF THEIR
PRODUCTS/SERVICES.
RESPONDENTS FOLLOW SOCIAL

MEDIA ACCOUNTS(BRANDS)
26%
Yes
No
74%
62
Does the brands should update their social media accounts actively?
This tells that whether the brands should update their social media accounts
actively.
TABLE 4.15
Yes 65 61.9
No 14 13.3
May be 26 24.8
TOTAL 105 100
INTERPRETATION:
Table 4.15 shows that 61.9% of the respondents were answered Yes, 13.3% of the
respondents were answered No. 24.8% of the respondents were answered Maybe.
63
CHART NO 4.15
CHART SHOWING WHETHER THE BRANDS SHOULD UPDATE

THEIR SOCIAL MEDIA ACCOUNTS ACTIVELY.
WHETHER THE BRAND SHOULD

UPDATE THEIR SOCIAL MEDIA
ACCOUNTS ACTIVELY
80
60
40
20
0
Yes No May be
64
RESPONDENTS OPINION TOWARDS THE ROLE OF SOCIAL MEDIA
APPLICATIONS IN PURCHASE DECISION TOWARDS HOME APPLIANCES:
This table tells that the opinion given by the respondents.
TABLE 4.16

Strongly Agree 32 30
Agree 36 34
I read blogs on Neutral 22 21
internet regularly Disagree 7 7
Strongly Disagree 8 8
I think social media Strongly Agree 29 28
provides reliable Agree 42 40
source of Neutral 30 29
information on Disagree 4 3
electronic home Strongly Disagree 0 0
appliances
I look for the Strongly Agree 32 30
advertisement in Agree 44 42
social media Neutral 18 17
sites/applications of Disagree 10 10
the different Strongly Disagree 1 1
category of home
appliances before
buying.
I trust the reviews Strongly Agree 29 28
and Agree 46 44
recommendations Neutral 23 22
other purchasers Disagree 6 6
when planning my Strongly Disagree 1 0
65
purchase of
electronic home
appliances.
Myself use social Agree 41 39
media to seek Neutral 24 23
opinions about Disagree 6 6
electronic home Strongly Disagree 4 3
appliances
I visit the company Agree 48 46
website and provide Neutral 15 14
score for home Disagree 10 10
appliances used by Strongly Disagree 3 2
me.
Using social media Strongly Agree 37 35
platforms, I share Agree 37 35
the links of my Neutral 11 10
favourite brands Disagree 13 12
with friends and Strongly Disagree 7 8
relatives .
I respond to queries Strongly Agree 28 27
and promotional Agree 30 29
offers received Neutral 28 27
through social media Disagree 8 8
sites/applications. Strongly Disagree 11 9
66
CHART NO 4.16
CHART SHOWINGRESPONDENTS OPINION TOWARDS THE ROLE OF

SOCIAL MEDIA APPLICATIONS IN PURCHASE DECISION TOWARDS HOME
APPLIANCES:
67
SOCIAL MEDIA ADVERTISING TOWARDS ELECTRONIC HOME
APPLIANCES WITH REGARDS TO OPINION OF THE RESPONDENTS:
This table tells that the opinion given by the respondents on social media
advertising towards electronic home appliances.
TABLE 4.17

Interesting and Agree 46 44
attractive Neutral 20 19
advertisements Disagree 2 2
Interactive and Strongly Agree 30 29
informative Agree 51 49
advertisements Neutral 22 21
Disagree 1 0.5
Strongly Disagree 1 0.5
Reliable Agree 44 42
Disagree 7 6
Ability to change Agree 41 39
views about the Neutral 26 24
home appliances Disagree 9 9
Long lasting effect Agree 44 42
68
on perception of a Neutral 28 27
brands of home Disagree 1 1
appliances Strongly Disagree 2 1
Fast spreading Agree 43 41
Disagree 5 5
Reach to the target Agree 43 41
population. Neutral 26 25
Disagree 3 3
Credibility. Agree 44 42
Neutral 26 25
Disagree 4 4
69
0
5
15
20
30
35
40
45
10
25
0
5
10
15
20
25
30
35
40
45
50
Strongly Agree
Strongly Agree
Agree
Agree
Neutral
Neutral
Disagree
Disagree
attractive
Interesting and
advertisements
Strongly Disagree
home appliances
Strongly Disagree
Long lasting effect on

perception of a brands of
Strongly Agree Strongly Agree
Agree Agree
Neutral Neutral
70
Disagree Disagree
advertisements
Strongly Disagree
Fast spreading
Strongly Disagree
advertisements
Interactive and informative
Strongly Agree
CHART 1.17
Strongly Agree
Agree
Agree
Neutral
Neutral
Disagree
Disagree
Strongly Disagree
population.
Strongly Disagree
Reliable advertisements
Reach to the target

Strongly Agree
Strongly Agree
Agree
Agree
Neutral
Neutral Disagree
views about the
Ability to change
home appliances
Disagree Strongly Disagree
Credibility.
Strongly Disagree
SOCIAL MEDIA PLATFORMS SUPPORT MARKETING CHANNEL
TOWARDS ELECTRONIC HOME APPLIANCES:
This table tells that how far the social media platforms support marketing channel
towards electronic home appliances.
TABLE 4.18

Facebook Agree 30 29
Neutral 24 23
Disagree 9 9
Agree 29 28
Twitter Neutral 36 34
Disagree 14 13
Instagram Agree 24 23
Neutral 20 19
Disagree 4 4
Youtube Agree 26 25
Neutral 17 16
Disagree 1 1
71
Strongly Agree
35
Agree
29
Neutral
23
9
Disagree
4
Strongly Disagree
Facebook
Strongly Agree
20
Agree
28
Neutral
34
Disagree
13
72
Strongly Disagree 5
Twitter
Strongly Agree
53
Agree
23
CHART 1.18
Neutral
19
Disagree
1
Instagram
HOME APPLIANCES
Strongly Disagree
Strongly Agree
55
Agree
25
Neutral
16
MARKETING CHANNEL TOWARDS
Disagree
Youtube
3
Strongly Disagree
4.19 CHI SQUARE TEST:
RELATIONSHIP BETWEEN AGE AND EXTENT OF USAGE BY THE

RESPONDENTS FOR THE PURPOSE OF SEARCHING HOME APPLIANCES IN THE
SOCIAL MEDIA APPLICATIONS:
H0 : There is no significant relationship between age and extent of usage by the respondents for
the purpose of searching home appliances in the social media applications.
H1 : There is a significant relationship between age and extent of usage by the respondents for
the purpose of searching home appliances in the social media applications.
TABLE NO.4.19
Count
extent of usage
extremely
extremely high high neutral low low Total
age below 20 years 2 3 2 5 2 14
20 to 30 years 12 25 26 4 3 70
30 to 40 years 1 1 7 2 1 12
40 to 50 years 1 1 3 1 1 7
above 50 years 1 1 0 0 0 2
Total 17 31 38 12 7 105
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 22.543a 16 .127
Likelihood Ratio 21.718 16 .153
Linear-by-Linear .133 1 .715
Association
N of Valid Cases 105
a. 20 cells (80.0%) have expected count less than 5. The minimum
expected count is .13.
73
INTERPRETATION:
Since p value (0.715) is greater than the significant value (0.05), the null hypothesis (H0) is
accepted. Hence there is no significant no significant relationship between age and extent
of usage by the respondents for the purpose of searching home appliances in the social
media applications.
4.20 CHI SQUARE TEST:
RELATIONSHIP BETWEEN GENDER AND EXTENT OF USAGE BY THE

RESPONDENTS FOR THE PURPOSE OF SEARCHING HOME APPLIANCES IN THE
SOCIAL MEDIA APPLICATIONS:
H0 : There is no significant relationship between gender and extent of usage by the respondents
for the purpose of searching home appliances in the social media applications.
H1 : There is a significant relationship between gender and extent of usage by the respondents
for the purpose of searching home appliances in the social media applications.
Count
extent of usage
extremely extremely
high high neutral low low Total
gender male 9 19 18 3 3 52
female 8 12 20 9 4 53
Total 17 31 38 12 7 105
74
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 4.879a 4 .300
Likelihood Ratio 5.032 4 .284
Linear-by-Linear 2.401 1 .121
Association
N of Valid Cases 105
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 3.47.
INTERPRETATION:
Since p value (0.121) is greater than the significant value (0.05), the null hypothesis (H0) is
accepted. Hence there is no significant no significant relationship between gender and
extent of usage by the respondents for the purpose of searching home appliances in the
social media applications.
4.21 REGRESSION ANALYSIS:
ASSOCIATION BETWEEN HOUSEHOLD INCOME AND INVOLVEMENT IN THE

DECISION MAKING PROCESS IN BUYING HOME APPLIANCES THROUGH THE
INFLUENCE OF SOCIAL MEDIA:
H0 : There is no significant association between household income and involvement in the

decision making process in buying home appliances through the influence of social media.
H1 : There is a significant association between household income and involvement in the

decision making process in buying home appliances through the influence of social media.
75
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .237 .056 .047 1.067
a. Predictors: (Constant), household income
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 6.976 1 6.976 6.127 .015b
Residual 117.272 103 1.139
Total 124.248 104
a. Dependent Variable: involvement in decision making process
b. Predictors: (Constant), household income
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 3.040 .193 15.750 <.001
household income -.190 .077 -.237 -2.475 .015
a. Dependent Variable: involvement in decsion making process
INTERPRETATION:
Based on the results provided in the ANOVA table, we can see that the p-value associated with
the regression model is .015, which is below the typical alpha level of .05. This indicates that the
regression model is statistically significant and the null hypothesis can be rejected.
Furthermore, looking at the coefficients table, we can see that the coefficient for household
income is negative and statistically significant (p = .015). This suggests that as household
income increases, involvement in the decision-making process decreases.
Therefore, we can conclude that there is a statistically significant relationship between household
income and involvement in the decision-making process, and the null hypothesis can be rejected.
76
CONCEPTUAL FRAMEWORK
INDEPENDENT VARIABLE DEPENDENT VARIABLE
SOCIAL MEDIA HOME APPLIANCES

APPLICATIONS
MODERATOR VARIABLE
AGE OF THE CUSTOMER
In the context of the role of social media application in purchase decision towards home
appliances, the independent variable would be the social media application itself ,as it is the
variable that is being manipulated or controlled in the study.
The dependent variable would be the home appliances, as it is the variable expected to be
affected by the independent variable (social media application). The dependent variable
represents the outcome or response variable that is being measured or observed in the study.
A moderator variable is a third variable that can affect the strength or direction of the
relationship between two other variables. In the context of the role of social media applications
in purchase decision towards home appliances, a possible moderator variable could be the age of
the customer.
77
CHAPTER -5
FINDINGS, SUGGESTIONS AND

CONCLUSION
78
CHAPTER -5
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
• Social media platforms such as Facebook, Instagram, Twitter and Youtubeare increasingly
becoming popularsources of inspiration and information for consumers looking to make
home-related purchases.
• Social media influencers play a significant role in shaping consumers’ preferences and
influencing theirpurchase decisions.
• User-generated content such as product reviews, ratings, and customer feedback on social
mediaplatforms can influence consumers’ purchase decisions and help them make
informed choices.
• Social media applications can provide consumers with a platform to compare prices,
products, andfeatures of different home applications, helping them make more informed
decisions.
• After obtaining the data analysis and tested the hypotheses, the major findings of this
study are:
• The results indicate that all members of study sample spend hours with different
percentages using social media websites, the highest rate of using these websites is 38%
which ranges between 2-3 hours, then 16.2% ranges between 4-5 hours, while the lowest
percentage is 11.4% which is less than 1 hour. This shows that these websites are
considered a fertile place for purchasing home appliances and for influencing the
consumer's purchasing decisions.
• The study proved that there is an impact of using social media websites as a marketing
tool on the stages of purchasing decision (need recognition, information search,
alternatives evaluation, purchase decision and post-purchase behaviour) which
encouraging going toward using the social media in purchasing home appliances.
• Therefore, it appears that both Youtube(80%) and Instagram(76%) have influenced more
in the purchase decision for electronic home appliances as compared to Facebook and
79
Twitter. Out of these two, Youtube has a slightly higher percentage(80%) of respondents
who have agreed that it supports the marketing channel for electronic home appliances.
• Hence, the results indicate that social media websites (Instagram and Youtube) have a
significant impact on stages of purchasing decision; therefore, the firm has to consider
these websites in its marketing plans.
80
5.2 SUGGESTIONS
Based on the above findings, the following suggestions can be made to help businesses
effectivelyleverage social media applications in their marketing strategies towards home
applications:
• Businesses should invest in social media marketing to increase theirbrand visibility
and engage with consumers on social media platforms.Quality of the home
appliances need to enhance in accordance with the updated technology and the
expectations of the customers.
• Businesses should use social media analytics to monitor the effectiveness oftheir
social media marketing strategies and adjust them as needed.
• Partnering with influencers can help businesses reach a wider audience and create a
more personalized connection with their target customers.The companies which
produce branded home appliances should maintain reasonable price for their brands,
it will certainly induce the new customers who belong to the middle and the lower
income classes in rural urban areas also to purchase the branded home appliances.
• Encouraging customers to share their feedback and experiences on social media
platforms can help businesses build trust and credibility among their target
customers .The companies can concentrate on working on effective advertisement as
this is the important factor in selling their product. The customers also feel the same.
• Companies can encourage their satisfied customers to leave positive reviews, and
address any negative reviews or feedback to maintain a positive brand image.
• Overall, social media applications can be an effective tool for companies to
influence purchase decisions for home appliances, by showcasing their features,
benefits, and user experiences.
81
5.3 CONCLUSION
The study reveals that the purchasing decision towards home appliances
through the influence of social media applications ,Youth have more preferences on
buying home appliance products than other age groups. Buyers with standard income are
more inclined to go for home appliances. Demographic variables such as gender, age,
occupation, income, family type, size of the family play a crucial role on buyer behavior
and the purchase pattern differs in each variable. Understanding the needs, tastes and
preferences of the buyers will bring the desired results to the marketers. In conclusion,
social media applications play a significant role in consumers’ purchase decisions
towards home applications. Businesses that effectively leverage social media marketing,
influence collaborations, and user-generated content can create a competitive advantage
and increase their chances of success in the market. As social media continues to evolve,
it will become increasingly important for businesses to adapt and leverage social media
applications to reach and engage with their target customers. Social media also enables
brands to reach their target audience more effectively and engage with them through
various content formats such as videos, images and infographics. Thus it is important for
companies to maintain an active presence on social media and engage with their
customers to influence their purchase decisions towards home appliances.
82
ANNEXURE
BIBLIOGRAPHY
1. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social
media in marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), 1177-1190.
2. Banerjee, S., & Roy, S. K. (2017). Exploring the role of social media in shaping
consumer attitudetowards buying home appliances. International Journal of Business and
Management, 12(4), 190.
3. Chawla, D., & Sondhi, N. (2018). Impact of social media on consumer behavior
towards home appliancein India. Journal of Management and Marketing Review, 3(2), 1-
8.
4. Choudhury, S. K., & Bhattacharya, S. (2016). Social media and its impact on
consumers’ decision making process for purchase of home appliances. International
Journal of Research in Computer Applicationsand Robotics, 4(6), 32-40.
5. Kim, J. Y., & Sung, Y. (2018). Social media marketing strategy and consumer
decision-making process: Astudy on the impact of social media reviews on consumers’
purchase intention for home appliances.Journal of Distribution Science, 16(2), 23-33.
6. Lee, D. H., & Kim, S. Y. (2017). The influence of social media use on purchase
intention and brand loyalty of home appliances. Journal of Open Innovation: Technology,
Market, and Complexity, 3(4), 21.
7. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of
the promotion mix.Business horizons, 52(4), 357-365.
8. Mehta, S., & Pandey, S. (2018). Impact of social media on consumer buying
behavior for homeappliances: An empirical study of Indian consumers. International
Journal of Applied ManagementResearch, 10(1), 24-37.
9. Singh, J., & Kumar, A. (2017). Impact of social media on consumer buying
behavior in India: An empiricalstudy of home appliances. International Journal of
Management, Technology and Engineering, 7(11),189-206.
83
10. Soni, A., & Singh, P. (2018). Impact of social media on buying behaviour of Indian
consumers for homeappliances. International Journal of Management, Technology and
Engineering, 8(5), 99-113.
11. Al-Ghamdi, S., & Rezgui, Y. (2019). Social media influence on the purchase
decision-making process: A systematic literature review. Journal of Retailing and
Consumer Services, 51, 72-81.
12. Chen, Y., & Xie, J. (2018). How social media facilitates consumers’ decision-
making process. Computers in Human Behavior, 83, 247-259
13. .Esmark, C. L. (2017). Social media and consumer decision-making: A literature review.
Journal ofMarketing Communications, 23(1), 2-19.
14. Ngo, V. H. (2019). The influence of social media on consumer purchase decision-making
process: A study
of mobile phone purchasing. International Journal of Business and Management,
14(1)115.
15 .Singh, T., & Jain, V. (2019). Impact of social media on consumer behavior: A
study on the purchasedecision of home appliances. International Journal of Management,
Technology and Engineering, 9(9),17-24.
16 Tarofder, A. K., & Basher, S. A. (2017). Social media and its impact on consumer
behavior: The case ofBangladesh. International Journal of Business and Management,
12(10), 103-113.
17 Tuan, L. T., & Huan, N. T. (2019). The impact of social media on consumer
behavior: A case study ofmobile phone purchasing in Vietnam. International Journal of
Marketing Studies, 11(3), 104-116.
18 Zafari, S., & Ismail, H. (2020). The impact of social media on consumer decision-
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Management and Accounting, 28(1), 35-46.
84
WEB REFERENCE:
❖ www.googlescholar.com
❖ http://shodhganga.inflibnet.ac.in:8080/jspui/
❖ www.google.com
❖ https://www.domex-uk.co.uk/help-advice/history-appliances/
❖ https://www.researchgate.net/publication/320025535_The_Role_of_Social_Media_in
_Consumer_Decision_Making_Process_for_Home_Appliances
85
Role of Social media on the purchase decision of electronic home appliances with special
reference to Chengalpet district – An empirical study.
QUESTIONNAIRE
1.Name:
2.Age:
● Below 20 years
● 20-30 years
● 30-40 years
● 40-50 years
● Above 50 years
3. Gender:
● Female
● Male
4.Marital status:
● Married
● Unmarried
5. Educational Qualification:
● Below High School
● High School
● Diploma
● Under Graduation
● Post-Graduation
● Others
86
6.Occupation:
● Student
● Government employee
● Private employee
● Business
● Others
7.Monthly Income:
● Less than Rs.20,000
● Rs.20,000 - Rs.30,000
● Rs.30,000 - Rs. 40,000
● Rs.40,000 - Rs.50,000
● Above Rs.50,000
8.Number of earning members in the Family?

• 1
• 2
• 3
• More than 3
9.How many members are using social media in your family?
• One
• Two
• Three
• Four
• More than four
87
10.Sources of awareness about social media
• Offline advertisements
• Friends\Relatives
• Newspapers
• Television
11.Rate the Social media sites on the basis of your use
Very Frequently Neutral Rarely Very rarely

Frequently
Facebook
Twitter
Instagram
Youtube
12.To what extent you use the above mentioned social media sites for the purpose of searching
the electronic home appliances of interest?
• Extremely high
• High
• Neutral
• Low
• Extremely low
13.How are you involved in the decision making process for buying home appliances through
social media influence
• Always
• Often
88
• Sometimes
• Rarely
• Never
14.Do you follow social media accounts(e.g. brands )only because you are interested of their
products\services?
• yes
• No
15.Do you think that the brands should update their social media accounts actively?
• Yes
• No
• May be
16.If you answered yes, why?(Multi choice- you can give more than one answer)
▪ Because I would know when new products are coming
▪ Because i could get more information faster
▪ Because it is a sign of faster customer service
▪ For discounts and promotions
▪ Some other reason.
17.From the below statements, please select an appropriate answer with regards to your opinion.
Strongly Agree Neutral Disagree Strongly
Agree Disagree
I read blogs on
internet regularly
I think social
media provides
reliable source of
information on
89
electronic hom e
appliances
I look for the
advertisement in
social media
sites/applications
of the different
category of home
appliances before
buying.
I trust the
reviews and
recommendations
other purchasers
when planning
my purchase of
electronic home
appliances.
Myself use social
media to seek
opinions about
electronic home
appliances
I visit the
company website
and provide score
for home
appliances used
by me.
Using social
media platforms,
90
I share the links
of my favourite
brands with
friends and
relatives .
I respond to
queries and
promotional
offers received
through social
media
sites/applications.
18.Please rate an appropriate answer to social media advertising towards electronic home
appliances with regards to your opinion.
Agree Disagree
Interesting and
attractive
advertisements
Interactive and
informative
advertisements
Reliable
advertisements
Ability to
change views
about the
home
appliances
Long lasting
91
effect on
perception of a
brands of
home
appliances
Fast spreading
advertisements
Reach to the
target
population
Credibility.
19.How far the social media platforms support marketing towards electronic home appliances?

Agree Disagree
Facebook
Twitter
Instagram
Youtube
20.Any experience you've gained using social media for purchase of home appliances and
suggestions to improve better purchase?
92
CURRICULUM VITAE
GAYATHRI. T. V
Email: gayathrivedamurthy@gmail.com
Mobile No: 9677406579
CAREER OBJECTIVE:
To build career in a growing organization, where I can get the opportunities to
prove my abilities by accepting challenges, fulfilling the organizational goal and climb the
career ladder through continuous learning and commitment.
EDUCATIONAL QUALIFICATION:
Course/Degree Name of the College Board/University Year of % of

passing Marks
M.Com SRM ARTS AND MADRAS

2023 85.7
(Pursuing) SCIENCE COLLEGE UNIVERSITY
B.COM MADRAS
MADRAS UNIVERSITY 2020 71
(General) UNIVERSITY
BLESSINGS
HSC MATRIC.HIGHER STATE BOARD 2017 98.33
SECONDARY SCHOOL
BLESSINGS
SSLC MATRIC.HIGHER STATE BOARD 2015 99
SECONDARY SCHOOL
INTERNSHIP TRAINING:
Company name : ZOHO CORPORATION PRIVATE LIMITED
Department : Finance Department
Designation : Finance Assistant
Duration : 01/07/2022 to 12/08/2022
PROFESSIONAL SKILLS:
Ø Decision making, Adaptability and Leadership.
Ø Drive for results and quality oriented.
Ø Good communication skills and fast grasping nature.
Ø Responsible and Strong team player.
TECHNICAL SKILLS:
Ø Microsoft Excel, Word, Powerpoint

Ø Tally ERP.
STRENGTHS:
Ø Positive Attitude
Ø Quick Learner.
Ø Hardworking
Ø Time Management.
Ø Enthusiasm.
Ø Determination.
PERSONAL PROFILE:
Name : T.V.GAYATHRI
Father’s Name : T.C.A.VEDAMURTHY
Date of Birth : 18/08/2000
Gender : Female
Marital Status : Unmarried
Nationality : Indian
Languages Known : Tamil, English, Hindi
Hobbies : Playing Badminton, Travelling, Shopping, Listening to music.
Address : No.84, Big Street,
Thirukkalukundram,
Chengalpet district. 603109
DECLARATION:
I solemnly declare that the above information is true and authentic to the best of
my knowledge and belief.
(GAYATHRI.T.V)

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ROLE OF SOCIAL MEDIA ON THE PURCHASE DECISION OF ELECTRONIC HOME

APPLIANCES WITH SPECIAL REFERNCE TO CHENGALPET DISTRICT- AN EMPERICAL

In partial fulfilment of the requirements for the award of the degree of

Under the guidance of

DR. J.UMADEVI M.com., M.Phil., Ph.D.

SRM ARTS AND SCIENCE COLLEGE

In partial fulfilment of the requirements for the award of the degree of

Under the guidance of

DR. J.UMADEVI M.com., M.Phil., Ph.D.

SRM ARTS AND SCIENCE COLLEGE

career and future endeavor.

CHAPTER CONTENTS PAGE NO

1.2 OBJECTIVES OF THE STUDY 12

1.3 IMPORTANCE OF THE STUDY 13

1.4 SCOPE OF THE STUDY 14

1.6 LIMITATIONS OF THE STUDY 17

1.7 CHAPTERIZATION SCHEME 18

4 DATA ANALYSIS AND INTERPRETATION 34

5 5.1 FINDINGS OF THE STUDY 79

TABLE NO TITLE OF THE TABLES PAGE NO

4.1 Table showing the Age of the Respondents 35

4.2 Table showing the Gender of the Respondents 37

4.3 Table showing the Educational Qualification 39

4.4 Table showing type of family of the respondents 41

4.5 Table showing the Marital status 43

4.6 Table showing the Occupation of the respondents 45

4.7 Table showing the monthly income of the respondents 47

4.8 Table showing the Earning members in the family 49

4.9 Table showing the Members using social media 51

4.10 Table showing the sources of awareness about social media 53

4.15 Table showing brands should update their social 63

4.16 Table showing opinion given by the respondents. 65

4.17 Table showing opinion given by the respondents on social 68

4.20 Chi-square test 74

4.21 Regression analysis 75

TABLE NO TITLE OF THE CHARTS PAGE NO

4.2 Chart showing the Gender of the Respondents 38

4.3 Chart showing the Educational Qualification 40

4.4 Chart showing type of family of the respondents 42

4.5 Chart showing the Marital status 44

4.6 Chart showing the Occupation of the respondents 46

4.7 Chart showing the monthly income of the respondents 48

4.8 Chart showing the Earning members in the family 50

4.9 Chart showing the Members using social media 52

4.10 Chart showing the sources of awareness about social media 54

4.15 Chart showing brands should update their social 64

4.16 Chart showing opinion given by the respondents. 67

4.17 Chart showing opinion given by the respondents on social 70

Research Supervisor Head of the Department

Social Media Marketing

The Characteristics of Social Media Marketing

The Impact of Social media on Consumer Purchase Decision

Virtual communities that affect on consumer purchase decisions:

2. Search for Information:

• To study the demographic profile and social status of the customers.

The sample was collected from the respondents in Chengalpet district.

STATISTICAL TOOLS USED

The Statistical tools used for the research purpose are:

➢ The area was limited only to Chengalpet district.

According to Diffley (2011), sometime instead of advertisement and marketers, consumers do

Additionally, there is a lack of understanding of the effectiveness of different social media

1. Comprehensive analysis: The product provides a comprehensive analysis of the role of