THE IMPACT OF SOCIAL MEDIA ON CONSUMER’S BUYING BEHAVIOUR OF TOYOTA BRAND OF VEHICLES

THE IMPACT OF SOCIAL MEDIA ON CONSUMER’S BUYING BEHAVIOUR OF TOYOTA BRAND OF VEHICLES

ABSTRACT

The research work; the impact of social media on cosumer buying behaviour of Toyota brand of vehicles aim at finding out whether  Customers have positive perception towards online shopping of

Toyota brand of vehicle and also to find out whether Social media has significantly influenced the different stages of consumer decision making on the purchase of Toyota Brand of vehicles. Some of the concepts of social media was discussed in chapter two of the research work  and a method of chi-square was applied for the method of analysis with a sample size of 200 respondents. From the result of the analysis, we found that the responses of the respondents concerning the effect of social media on consumer buying behaviour of TOYOTA brand of vehicles were all positive with high percentages.

The p value for the analysis for the both hypothesis were found to be (0.000) less than the level of significance, so we concluded that social media has significantly influenced the different stages of customer decision making on the purchases of Toyota brand of vehicles and also that customers have positive perception towards online shopping of Toyota brand of vehicles and gave proper recommendation in chapter five of the research work.

CHAPTER ONE 

1.2        Statement of Problem

The introduction of the Internet has changed the way organizations promote their products and services and products as well as the channels of communication between them and their customers. This is seen in the way they market and communicate their brands and products, which has become a challenging project.

Customers are overwhelmed by marketing commercials and promotional events. The sensitivity of customers to get excited is fading out on promotional events and consumers are beginning to resist the effect of some companies at marketing them.

Basically, the promotional focus of some organizations is on the conventional mass media advert style, which includes commercial TV, radio jingles and advertisements in print formats such as newspapers and magazines along with billboard placements. It is now on record that as the Internet is fast advancing across the global marketplace, the effectiveness of traditional mass media is fast on the decline.

It is on this background that this study needs to be carried out in order to determine the rate at which social media can contribute to the sales of Toyota Brand of vehicles.

1.3                 Research Questions:

1.      How do consumers perceive online buying of Toyota brand of vehicle?

2.      What are the factors that motivate consumers to buy Toyota vehicles through social media?

3.      What are the changes social media has brought to consumers of Toyota Brand of vehicles in different stages of their decision making?

1.4                 Objectives of the Study

The research aims to determine the impact of social media on consumer buying behavior to Toyota brand of vehicle. The study specifically, determine to:

1. Examine consumers’ perception towards buying of Toyota brand of vehicle online.

1. Examine the factors that motivate consumers to buy Toyota brand of vehicle through social media.

1. Examine how much social media has affected consumers’ buying Behavior of Toyota brand of vehicle.

1.5    Statement of Hypotheses:

The hypotheses could simply state below to help us accept or reject our

finding.

1.      H0:    Customers have negative perception towards online shopping of Toyota brand of vehicle.

          H1:    Customers have positive perception towards online shopping of Toyota brand of vehicle.

2.       H0:    There is no significant relationship between social media and buying behavior of Consumers of Toyota brand of vehicle.

          H1:    There is a significant relationship between social media and buyingbehavior of consumers of Toyota brand of vehicle.

3.      H0:    Social media has not significantly influenced the different stages of consumer decision making on the purchase of Toyota Brand of vehicles

          H1:    Social media has not significantly influenced the different stages of consumer decision making on the purchase of Toyota Brand of vehicles.

THE IMPACT OF SOCIAL MEDIA ON CONSUMER’S BUYING BEHAVIOUR OF TOYOTA BRAND OF VEHICLES