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    08 Chapter 6

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    sharath
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    08 Chapter 6

    Uploaded by

    sharath
    2 views6 pages
    Project report

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    08_chapter_6

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    Project report

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    2 views6 pages

    08 Chapter 6

    Uploaded by

    sharath
    Project report

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    Chapter 6

    Conclusion & Recommendations


    Chapter 6 Conclusion and Recommendations

    CHAPTER 6
    CONCLUSION AND RECOMMENDATIONS
    ,

    6.1. Introduction
    This part gives the conclusion on the results of the preceding chapters and the
    recommendation. It starts with the objectives wise conclusion, results, and general
    implications of the study. The next part contains the recommendation & suggestions
    for further studies, and the last part contains the imitation of the study.

    6.2 Conclusion

    The first objective was set to study consumer awareness towards social media
    marketing. The results found that all the participants who participated in this study are
    aware of SMM tools. The research also found gender-wise exposure by different
    SMM platforms with the respondent’s different age. Based on time spent and uses of
    SMM sites per week, WhatsApp is the most useable social media site followed by
    Youtube, Facebook, Instagram, Other Social Media Sites, LinkedIn, Twitter, and
    OLX. These social media are used very frequently by customers. The “WhatsApp”
    social networking sites are used more frequently than Youtube, Facebook, Instagram,
    Twitter, LinkedIn, OLX, and other sites. In the study, found that the residents of Delhi
    are using these social media sites for buying fast-moving consumer goods and proved
    that customers are aware of social media sites for buying FMCG.

    The second goal is to analyze the conceptual framework of SMM related to FMCG.
    The research emphasizes the characteristics of SMM communication and the
    difference between traditional marketing communication and digital marketing
    communication. In this study, social media channels are explained by ranking. The
    study also describes the digital statistics of India and shows the benefits of digital
    marketing communications in India. The study also explained the concept of the
    purchase decision process, studied in detail the impact on consumer decision making,
    and explained the main research results of digital marketing.

    The third objective is to impact of SMM sites on consumer buying decisions with
    reference to fast-moving consumer goods. There is no doubt that social media are presently

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    Chapter 6 Conclusion and Recommendations

    a significant source of data for buyers in their buy dynamic, particularly in occasions of
    complex purchasing behaviour. More individuals are going to purchase online because of
    the ease of access, minimal cost, and wide accessibility of data. Advertisement factors on
    social media can change the attitude of the buyer's choice. These factors can be a relative,
    family member’s reviews, previsions experience, items/product information, brand
    reputation, famous people or celebrities, price information of brands, discounts and
    schemes, and more. The key conclusions derived from the findings are that Youtube,
    Facebook, and WhatsApp are the satisfactory SMM for attaining huge attain given that they
    may be maximum common and broadly used. Youtube, Facebook, and WhatsApp are
    offering good enough product information; however, LinkedIn, Instagram, and OLX also
    are gambling an vital position in offering powerful product information. Haircare, skincare,
    and fragrances products may be pushed through SMM as they may be famous product
    classes on those tools. SMM is extra attractive due to the fact it's far appeared to be extra
    innovative and attractive in comparison to others. After discussion, the observe discovered
    that social media advertising influences customer behaviour for buying the selected fast-
    moving consumer goods.

    The fourth objective is to analyze the effective social media sites with reference to
    fast-moving consumer goods. The study found that “Youtube” is the best and
    effective social media site on 1st rank. “Facebook” has the second-highest satisfying
    social media site followed by “WhatsApp” at 3rd rank. “Instagram” is on 4th rank,
    after that the “other social media sites” at 5th rank, “Twitter” is on 6th rank, OLX at
    7th rank, and “LinkedIn” at 8th rank has found for satisfaction information regarding
    buying FMCG products. So it proved that in comparison to other SMM sites
    “Youtube” is the best and effective SMM tool/site for buying FMCG products.

    The fifth objective of the study is to assess the challenges and opportunities for
    SMM. The opportunities found in this research are expanded brand exposure through
    social media, simple reach to customers, direct and worldwide advertisement, basic
    brand promotion, client's convenience to shopping online, and cost-effective solution.
    There are also a few challenges/limits like identify a target audience, choose matter or
    content, gathering feedback, face-to-face communication, security and privacy, lack
    of trust, high competition of brands & products, limited access to the internet etc.

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    Chapter 6 Conclusion and Recommendations

    6.3 Recommendations/Suggestions
    1. The advertisement about products should be clear that the regular customers can
    easily understand.

    2. Advertisement approach ought to be planned as needs be geological, to remember


    the financial status of the customers.

    3. Comparison can be made between the traditional method of media and digital-
    based media communication.

    4. Traditional media is additionally influencing the conduct of purchasers so the


    online media give the most recent updates and increase the information society as
    a rule and customers specifically.

    5. The reiteration (repetition) of the advertisements on social media may diminish


    the interest of the viewers and, consequently, notices ought to be given on digital
    and print media.

    6. Online designing can catch the consideration of the online customers, they can
    straightforwardly arrange from the online web-based interface.

    7. Shelf planning is an extremely valuable device to stand out for them and loving
    perspective point, when they visit the shop, consequently shelf advertisement get
    their advantage and they will purchase the FMCG products.

    8. Teasing or surprising advertisements like (most recent expansion is coming soon)


    are additionally extremely productive to stimulate the customers.

    9. Product recommendation is basic practice, through this way various purposes can
    be accomplished.

    10. Getting the customers to have an emotional connection with the image is one of
    the keys to keeping them faithful with their brands.

    11. Add the different facility in the FMCG advertisement to get the most extreme
    interest of the customers.

    12. Social media have an extraordinary impact nowadays; commercials through social
    media will be extremely productive to extend the offer of FMCG.

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    Chapter 6 Conclusion and Recommendations

    6.4 Limitation of the Study

    1. There are different factors like education, occupation, pay, sex, age, and a lot
    more that are influencing purchaser behaviour and online media as well.

    2. There are various types of social media platforms that can influence the consumer
    buying decision but in this study a limited channel were considered like Twitter,
    WhatsApp, YouTube, Facebook, Instagram, LinkedIn, and OLX

    3. There numerous online media promoting and person-to-person communication


    destinations whereas some of them are a lot significant while some are not
    significant.

    4. There are numerous users of online media organizing like sending messages,
    downloading, transferring, significant messages transmission, and some more are
    not covered.

    5. The information/data gathered for the study was in the year 2020 on consumers of
    Delhi.

    6.5 Future Research


    Due to restricted time and extent of this study, more theories associated with the
    concern had been covered however in a fairly broad viewpoint to give a big
    perspective to the researchers. Thusly, if the further study could be conducted, an
    inside and out overview ought to be done in achieving the research objectives. It
    would be undoubtedly valuable and useful for the companies as a perspective of the
    research. After research on the company, it can be propose and compare that what the
    company is thinking about their working on the advertisement of products and what
    the consumers want about the strategy of the company. Would the results show a
    different attitude from two different consumers in regard to social media platforms
    and consumer buying decisions? So the result can help the company to assess actual
    tactics to handle the situation.

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