How does social media influence the consumer buying decision of food product : Impact of social media on customer buying decisions in Kokkola

Abstract

The motive of research was to find out the social media impact on consumer buying behavior and how social media can influence their buying behavior. The use of social media has increased heavily, therefore, market strategy also has changed. The impact of user generated content and online images of food products and stores changes the mindset of consumers. In short, what things influence Kokkola’s consumers of food product buying and how consumers choose food products.

The responses were collected from an online survey through webropol in which 16 questions were asked with multiple options. Respondents had the opportunity to give answers in their own words.

The findings of research about consumer behavior and factors that affect Kokkola's buying of food products were price, taste, and convenience. The use of social media and social media presence were recognized by participants. Suggestions for businesses or markets in Kokkola to offer price competitive food products and make easy shopping options for consumers. However, consumer key pointers should not be ignored such as ethics, organic and fresh food, and local food products.