Impact of facebook

On Consumer Behaviour
Towards apparel products
Group 4, Section B
Abhishek Mishra 1701065
Dinesh Kumar Majhi 1701078
Kumar Rajib Das 1701089
Neha Anne Shilpi Ekka 1701093
Rahil John Cutinha 1701101
Srivatsan R 1701108

1
Research Problem
To understand how buying behaviour
of people has changed in the apparel
industry after the evolution of
Facebook as a medium of advertising

2
Research Design
In-Depth Interview
We spoke to Mr. Ashwin, Brand
Manager at Fully Filmy, a
company which has used
Facebook ads.
Focus Group
With a group of 6 young males and
females familiar with online
shopping
Survey
To measure the findings in
the previous steps across a
bigger sample

3
 facebook
a Background
● 2 billion users as of June ‘17
● Ads at Facebook began as
‘flyers’
● The idea of ‘Pages’ was then
born
● Evolved into targeted ads
based on demography and
likes
4
 = Number of clicks/Number of views
● Crucial KPI in the digital ads domain
● CTRs at Facebook range from
0.04%~0.05%
● Only one-fifth of the World Wide
Click Through Rate (CTR) Web’s numbers

5
Interview “...Investment of Rs. 10 brings in Rs. 15
initially….. Saturates down to Rs.12….”
Ashwin
Brand Manager, Fully Filmy “....maximum revenue were from posts
which gained traction organically…”

“....targeted ads reduce the feeling of

● Best suited for creating
intrusiveness of the ad….”
awareness
● Needs to be coupled with other “....facebook ads are a continuous expense,
mode of advertising (Youtube, cannot be treated as a one time cost…”
Google, Celebrity Endorsements
etc.)
6
● Interest increases….BUT….prefer to go
and check.
● CONCERN - ads not being authentic,
Discount on product.
● Purchase from an unknown site.
● Loyalty programs affecting the buying
pattern.

7
Survey

Gender

Age

Facebook time usage 8

Inferences from Data analysis

● Male vs Female - Response to Facebook ads- females click more often on Facebook ads.
● Females - Known vs Unknown Brands- cannot conclude, indifferent to the age of the brand.
● 57.69% of Female and 50.97% of Male respondents spends less than one hour on facebook
per day.

● 27.27% Female respondents are concerned about - the Quality, price and looks over the brand.

● Female respondents who are price conscious are more responsive to the advertisements
● Males - Known vs Unknown brands- are responsive to the age of the brand.
● 50% of the Males are receptive to Discounts in price and offer promotions.
9
Conclusion
● females are more receptive to Facebook ads.
● Facebook ads are relatively more effective for new
brands.
● ads work well when coupled with other
conventional advertising forms relative to
standalone ones.

10
Reffrenceses

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