How do different social media platforms

influence consumer purchasing behavior in

rural Haryana compared to urban Haryana
 UNIVERSITY
RESEARCH PROPOSAL

Prepared By : Minakshi
Roll No.- 230863
Application No. MANAGS202390943553

Subject Code- 08
 TITLE

“How do different social media platforms influence consumer

purchasing behavior in rural Haryana compared to urban
Haryana”
ABSTRACT
This study examines how various social media platforms influence consumer purchasing
behavior in regions of Haryana, India: rural and urban areas. The dynamic landscape of social
media has transformed the way consumers engage with brands, seek product information, and
make purchasing decisions. However, the impact of social media can vary significantly between
rural and urban settings due to differences in demographics, lifestyle, and access to technology.
Understanding how social media platforms influences consumer purchasing behavior in rural and
urban Haryana is essential for businesses that want to expand their business in this region. By
analyzing social media marketing strategies to the specific needs and preferences of both rural
and urban, businesses can harness the full potential of social media platforms to increase sales,
expand business and build good consumer relationships in both areas.

Keywords: social media, consumer behavior, rural consumers, urban consumers.

 TABLE OF CONTENT

Chapter Page Number

Introduction
Scope of the Study
Review of Literature
Research Methodology
Conclusion
Refrences
INTRODUCTION

Consumer behavior refers to why people buy stuff and how they decide what to buy. It looks at
things like how your thoughts, feelings and the people around us influence consumers choices
when they are shopping or deciding to get something. Businesses and marketers study this to
figure out how to sell things better.

Consumer behavior in rural areas-

o India is an agricultural based society due to which rural people often faced seasonal
income fluctuations, affecting buying patterns.
o Rural consumers often have limited access to a wide range of products and services,
which can affect their purchasing decisions. They may need to travel long distances to
reach stores or rely on local markets.
o Education also effect consumer buying decisions. Rural consumers may have different
levels of product knowledge.
o Limited infrastructure like transportation facility and limited internet access can effect
how rural consumers do shopping.
o Rural people may be loyal to some brands if they have history of reliability in their
society.

Consumer behavior in urban areas-

o Urban people have busy and fast lifestyle leading to different consumption patterns
and lifestyle.
o Urban consumers have wide range of products and services leading to variety of
choices in food, clothing etc.
o Urban consumers are more technologically advanced than rural consumers which
leads to different product priority.
o Good infrastructure like transportation facility and easy internet access plays a
significant role in how urban people do shopping.
o Urban people may be more likely to experiment with different brands because they
have abundance of choices.

Social Media

Social media is a technology that helps people to connect with each other from any part of the
world. Earlier social media is used to keep in touch with their loved ones and to make new
friends and share information with each other but soon companies found a new way to reach
customers through this popular programme that can share information with all over the world at
once. According to Forbes Advisor website, there are approximately 4.9 billion people who use
social media globally in 2023 and it is estimated that by 2027 this number raised to 5.85 billion
users all over the world. Most of the facebook users in the world are Indians.

IMPORTANCE OF SOCIAL MEDIA

Social media became very important for business houses because of its fast growing use and
huge impact on consumers. Social media reviews have very crucial impact on buying behavior of
consumers. Social media helps people in customer assistance. People doing direct purchasing on
social media platforms are continuously increasing day by day.

METHODS TO PROMOTE CONSUMER PURCHASING BEHAVIOR

THROUGH SOCIAL MEDIA PLATFORMS
o Continuously analyze social media platforms metrics to gain insights into consumer
behavior and adjust strategies accordingly.
o Do experiments with different content strategies and posting times to see what resonates
most to them.
o Provide helpful customer support through social media to address inquiries and concerns,
increasing the overall customer experience.
o Develop a sense of belongingness among social media users by encouraging discussions,
polls and engagement with the brand.
o Promoting limited time discounts and promotions exclusively through social media
platforms.
o Organize contests and giveaways to increase brand’s visibility.

Different types of social media platforms are-

o Youtube – Youtube is a powerful platform of social media because very large population
of India uses it. And people make money through it by allowing advertisements on their
videos for few seconds. There are many famous youtube channels that review products.
Now- a-days most famous youtube channel such as “Fittuber” became very popular
because of his reviews, because of his reviews many people started reading ingredients
instead of blindly trusting brand names. There are also many youtubers that review
products on subscribers demands. They also do demonstration and highlights products
features through it. There are many youtube chnnels that do sponsored content and they
have a large number of followers and through them companies reach potential buyers.
o Instagram - People find new products and brands through Instagram posts, stories, and
ads, leading to increased awareness and interest. Influencers on Instagram have the power
to influence or change consumer decisions. When they endorse products, followers may
be more inclined to purchase based on trust and relatability. Instagram is very attractive
for publishing short term sales features in instagram story because it’s features.
o Tiktok- Tiktok is very famous among younger generation. There are many ways through
which companies can use it for their brand or product promotion in interesting and unique
ways like through tiktok challenges audience can be influenced for purchasing. TikTok
allows businesses to reach specific demographics and interests, increasing the chances of
influencing consumer purchasing decisions. TikTok's short video format makes it very
easy and convenient for users to quickly consume and engage with product-related
content and influence consumer shopping.
o Facebook- Facebook users often receive product recommendations and sponsored posts
in their news feeds, which can influence their purchasing decisions based on their online
behavior and interactions. Facebook features of likes, shares, and comments on posts
related to products can create a sense of social proof, influencing facebook users to trust
and consider those products.
o Review Sites (e.g., Yelp, TripAdvisor): While not traditional social media platforms,
review sites play a crucial role in consumer decision-making. Positive or negative
reviews and ratings on these platforms can significantly influence whether people choose
to purchase a product or service.
o Snapchat: Snapchat is popular among younger demographics, and it offers advertising
options such as sponsored lenses and geofilters. Brands can create engaging and
interactive content to reach this audience and influence their purchasing choices.
o Twitter: Twitter is used by educated people only. It is known for its real-time updates
and trending topics. Brands can use twitter to engage with customers, respond to
inquiries, and participate in conversations related to their products or services. Twitter
has more impact on metropolitian cities. Trends and viral tweets can also influence
consumer purchasing decisions.
o Pinterest: It is used for product discoveries in both urban and rural areas. It's particularly
effective for businesses in niches like fashion, home decor, and DIY. It might be not so
popular in rural settings as compared to urban.
o WhatsApp and Messenger: These messaging apps can facilitate direct communication
between businesses and consumers. They are used for customer support, order updates,
and personalized marketing, which can lead to increased trust and loyalty. For e.g, if you
have installed jio wifi in your home then immediately jiofibre team will message you on
whatsapp in case you need any assistance and also informs about their latest offers.
SCOPE OF THE STUDY

This study will help to analyze how different age respondents, income levels, education and
other demographics affect the way people in urban and rural areas engage with social media
platforms and make purchasing decisions.
This research helps in exploring which social media platforms are most popular in urban as
compared to rural areas and how users on these platforms interact with marketing content.

 It helps in investigating the effectiveness of various marketing strategies on social media

platforms like influencer marketing, sponsored content etc.
 This research helps in knowing how cultural and regional differences impact the way
consumers perceive and respond to social media marketing.
 It examines the level of trust consumers in urban and rural areas place in
recommendations and reviews from social media compared to other sources of
information.
 It evaluates the role of internet access and smartphone penetration in urban and rural
areas in shaping consumer behavior on social media.
 This research helps in analyzing the types of products or services that are more likely to
be influenced by social media in different areas.
 It investigates how feedback mechanisms on social media platforms such as likes,
comments, and shares influence consumer perceptions and decisions in urban and rural
areas.
 This study helps in assessing whether social media has a lasting impact on brand loyalt y
and repeat purchases in this areas.
REVIEW OF LITERATURE

Goh & Heng (2013) in their research found that trust and credibility is very important is social
media platforms. And trust in social media content varies by geographical locations. Urban
consumers might trust celebrity endorsements but on the other hand rural consumers may trust
local influencers or community driven content.

Braun et al (2013) analyzed that urban consumers often exhibit higher involvement with fashion,
technology, and lifestyle products due to greater exposure.

Loanas (2014) found that impact of social media in consumers is more in young working women
of urban areas. Young consumers mainly like to buy electronic items and clothing influenced by
this platforms.

Smith et al (2016) found that people living in urban areas are generally more connected to the
internet and use a wide range of social media platforms. Consumers tends to rely on platforms
like instagram and twitter for product discovery and reviews. People also get recommendations
of products from their friends or peers who are more active on this social media platforms.

Rahman et al (2016) Rural consumers may prioritize necessities and agricultural products
influenced by content suitable to their lifestyle.

Nambisan et al (2017) suggests that limited access to physical stores in rural areas makes social
media an essential tool for product research and purchase decisions.

Verhoef et al (2017) found that social media platforms serve as a customer service channel .
Timely responses and effective issue resolution on these online platforms has a very positive
impact on consumer loyalty.

Abidin (2018) Influencers marketing on platforms like youtube and tiktok has gained traction in
urban areas while rural consumers may prefer recommendations from friends and family.

Chahat Chopra and Sachin Gupta (2020) in their research found that people do once or twice in a
month shopping because of social media platforms and also found that online reviews effect
consumers buying behavior.

Li & Wang ; Hajli & Lin (2020) analyzed that people worried about their data privacy and
security on social media platforms. Trust building plays a very important role here. Brands that
prioritize custumer data protection and transparency gain consumer trust and loyalty.
Afridi, Ayaz and Irfan (2021) found that after pandemic outbreak of covid 19 role of social
media platforms became very important for consumers because during pandemic social media
platforms are the main character in which they rely on even for their daily groceries.

Sriparna Guha, Anirban Mandal and Fedric Kaur (2021) found that social media has not doubt
has a huge on consumer purchasing but in cases like handicraft industry it is still lagging behind,
such type of industries still depend upon offline mode of advertisements like trade fair etc.

Murtaza (2021) analyzed that social media platforms either directly or indirectly influenced
customers buying patterns and companies need more impactful tactics to attract new consumers.

Siddiqui and Saxena (2021) observed in their study that in rural areas television advertisement is
more but as literacy rate is also increasing in rural areas day by day so people who are job
workers and educated could be influenced by social media platforms.

Gravit Hingad, Shreyas Suresh, Mahesh Pathare and Amit Nerurkar (2022) they did an online
survey and found that young people are more cautious while using social media platforms for
shopping and a negative image of any company on social media can impact their business very
badly.
RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

1. To study the impact of social media platforms in rural consumers buying behavior.
2. To study the impact of social media platforms in urban consumers buying behavior.
3. To assess the awareness of social media platforms among the respondents purchasing
pattern.

SAMPLING METHODOLOGY
Sample Size – 1000 Respondents

( Urban – 500 respondents, Rural – 500 respondents)

Sampling Area – Haryana

Sampling Technique – A hybrid or mixed sampling strategy i.e both random sampling and
stratified sampling will be used to gather data. Random sampling captures the diversity of
population without any kind of bias on the other hand stratified sampling ensures that balanced
representation of both the population from rural and urban areas.

DATA COLLECTION

Primary information will be utilized by me as Questionnaire, which is an essential technique

for gathering data.

Secondary information sources like magazines, books and different web destinations etc will be
utilized.
CONCLUSION
In conclusion, this research proposal seeks to address the pressing issue of how various social
media platforms influence consumer buying behavior in both rural and urban regions of Haryana.
Through an extensive review of literature, the proposal establishes the significance of this study
in the context of the evolving digital landscape and the unique socio-economic characteristics of
Haryana.

The proposed research design, which includes surveys, interviews, and data analysis, promises to
provide valuable insights into the preferences, habits, and motivations of consumers in both rural
and urban areas. By comparing the distinct factors affecting purchasing decisions in these two
settings, the study aims to offer a comprehensive understanding of the role that social media
plays in shaping consumer behavior.

Furthermore, this research proposal underscores the potential benefits for businesses, marketers,
and policymakers. The findings will not only aid in tailoring marketing strategies to specific
demographics but also facilitate the development of targeted policies that promote digital literacy
and e-commerce adoption, particularly in rural Haryana.
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