Factor Influencing Buying Behavior in Organized Retailing through Social Media Marketing

Abstract

In this time, the social media sites are very much popular among different age groups of people. Everyone is spending hours on social sites. Several activities are performed through social media sites. Present study has been carried out in context of factor influencing buying behavior in organized retailing through social media marketing in east UP. After performing the several analyses various results have been drawn from the study which reflects the attitude of consumers towards buying activities done by social media sites. It is analyzed that Information seeking behavior is the major factor in online buying behavior and it is ranked first by respondents. The next major factor is perceived risk and it is ranked second by the respondents. The factors those ranked third and fourth by the respondents is user experience and trust. Present study clearly showed that the consumers who purchase product through social media sites are completely satisfied with their purchases and even they also motivate their friends to do shopping from the same sites from where they purchase. Therefore it is strongly suggested that retailers should satisfy their customers during shopping. This may result in addition of more customers.