CHAPTER ONE

INTRODUCTION

1.1 Background to the study

The time of new media has arrived, messaging is starting to assume job in our everyday lives. It has far outgrown the phase of being a helpful expansion to a telephone and has showed into an expansion for some individuals. The purchasing conduct is a standout amongst the most basic issues for this situation, since understudies utilize their parent’s cash to purchase (King, 2014). Online life is assuming noteworthy jobs in various parts of our lives. What is fascinating in internet based life is that it bolsters clients in a few divisions, for example, business, showcasing publicizing and training (Hennig, Thorsten, Andre, & Paul, 2009). From business point of view organizations and purchasers can interface straightforwardly by social media with one another, and in this manner discover whatever items and administrations are searching for (Parson, 2013).

 A study based on the decision process of consumers for purchases widely influenced by social media. Internet-based life has involved a significant situation as a specialized device. Individuals over the globe utilize online life to interface with others or associations. Individuals have a great deal of associations via web-based networking media, in this manner data is devoured by numerous individuals. This data turns into a wellspring of effect on shoppers and their purchasing conduct. From all around the world people begun to utilize online networking, for example, Facebook, Twitter, Instagram, and LinkedIn to share their encounters. As clients, individuals share item audits, data about a help, exhortation on food or wellbeing, admonitions about items, tips on utilizing certain items, and substantially more. In the course of the most recent decade, the World Wide Web has seen a multiplication of client-driven web advancements, for example, web journals, informal communities, and media sharing stages. By and large, called web-based life, these innovations have empowered the development of client created content, a worldwide network, and the distribution of shopper feelings   

 Alternatively, consumer buying behavior “refers to the buying behavior of final consumers, both individuals and households, who buy goods and services for personal consumption” (Kumar, 2010). Consumer buying behavior has been defined as a process of choosing, purchasing, using and disposing of products or services by the individuals and groups in order to satisfy their needs and wants. Similar definition of consumer buying behavior is offered by Schiffman and Kanuk (2000) in which they describe it as behavior that consumers express when they select and purchase the products or services using their available resources in order to satisfy their needs and desires. 

 Social media is a relatively recent phenomenon. Over the last decade, the World Wide Web has seen a proliferation of user-driven web technologies such as blogs, social networks and media sharing platforms. Collectively called social media, these technologies have enabled the growth of user-generated content, a global community, and the publishing of consumer opinions (Smith, 2009). This movement now dominates the way we use the web and has given rise to popular platforms like Facebook, YouTube, Instagram and Twitter, where people connect, produce and share content.

 The social media revolution has led to new ways of seeking and obtaining information on the multitude of products and services in the market. It has enabled consumers to connect and discuss brands with each other quickly and easily (Powers et al., 2012). Consumer opinions on products and services are now increasingly dominated by strangers in digital spaces, which in turn influence opinions in the offline space (Smith, 2009). Social media have empowered consumers, as marketers have no power over the content, timing or frequency of online conversations among consumers (Mangold and Faulds, 2009). 

 The use of social media by consumers is anxiously followed by marketers, but not much is known about how it influences the consumers’ decision-making. Many studies focus on consumer behavior in the online shopping environment, but without consideration of the effects of the internet on the different phases of consumers’ decision process (Darley et al., 2010). This research explores how the presence and abundance of these new information sources over the traditional marketing space is influencing the decision process of consumers for complex purchases. 

 In light of all these definitions, Kotler and Keller (2011) highlight the importance of understanding consumer buying behavior and the ways how the customers choose their products and services can be extremely important for manufacturers as well as service providers as this provides them with competitive advantage over its competitors in several aspects. For example, they may use the knowledge obtained through studying the consumer buying behavior to set their strategies towards offering the right products and services to the right audience of customers reflecting their needs and wants effectively. Egen (2007) also informs on the importance of understanding the consumer behavior, he says that better awareness of consumer buying behavior is a positive contribution to the country’s economic state          

The classical EBM model (Engel et al., 1990) is chosen to study the consumers’ decision process due to its simplicity and versatility. The model consists of five stages: need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The research seeks to ascertain the relevance of the model in the context of social media usage in influencing these consumers’ decision processes 

 A quantitative survey was used to retroactively attempt to explore aspects of the phases in the decision process. A total of 160 participants completed the survey, and their responses were used to analyze the decision-making process of their complex purchase instances

1.2 Statement of the Problem

The increasing influence of social media on youths buying behavior , has raised a concern about the potential impact on their financial literacy and consumer behavior, warranting and investigation into the effects of social media on student buying behavior .According to Thao Nguyen in his work The Impact Of social media on consumer purchasing decision in the year 2021on page 39 states that around 71% of consumer buying decision have been influence by social media (Alleh 2020) It determine that people heavily affected by social media when deciding on purchase.

 The primary issue that this investigation would concentrate on is that there are  numerous dangers and issues that are identified with the use of adolescents to the social media which requires an examination to the reasons and reasons for this issues and urges analyst to discover diverse arrangements dependent on these causes so as to fix them as the utilization of social media and related innovation couldn’t be limited due to it’s across the board however such arrangements would counteract a sensible level of dangers and issues that could be created through the use of young people

 The coming of the Internet and its acceptance by the public, have altered quite a lot in the way organizations promote their 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 nowadays which is becoming 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 efforts of some companies at marketing them. Basically, the promotional focus of some organizations is on the conventional mass media advert style which includes commercials on 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.

1.3 Research Questions

1.3.1. Main Question

What is the effect of social media on the Buying Behavior of students in the University of Bamenda?

1.3.2. Specific Questions

1. What is the effect of “Facebook activities ” on the Buying Behavior of Students in the University of Bamenda?
2. What is the effect of “YouTube Activities ” on the Buying Behavior of Students in the University of Bamenda?
3. What is the effect of “WhatsApp Activities” on the Buying Behavior of Students in the University of Bamenda?

1.4 Objectives of the Study

1.4.1 Main Objective

  To evaluate the effect of social media on consumer behavior of students in the University of Bamenda?

1.4.2 Specific Objectives

1. To identify the effect of “Facebook activities “on the Buying Behavior of Students in the University of Bamenda.
2. To assess the effect of “YouTube Activities “on the Buying Behavior of students in the University of Bamenda.
3. To investigate the effect of “WhatsApp Activities” on the buying Behavior of Students in the University of Bamenda