This document provides an introduction and overview of a research study on consumer behavior towards social networking sites. It was submitted by 5 students to their professor for review. The study aims to understand how consumers think, feel, and make decisions regarding social media by examining psychological and environmental factors of influence. It will analyze major social networking players, how they generate income, and marketing strategies. Primary research through questionnaires and interviews will be conducted to gather data and make recommendations.

1. 2|Page
Submitted by:
1. ABHISHEK MISHRA
2. AJEET PANDEY
3. ANIKET RAVAL
4. ANKUR SHARMA
5. ANSHUL DIXIT
Submitted: Pro. Pabitra Ranjan Chakravorty
Disclaimer
This document describes work undertaken as part of a programmed of study at the
Indian Institute of Planning and Management for Consumer behavior Towards
Social Networking Site. All views and opinions are only the learning point of views
and collected through primary and secondary sources.
Indian Institute of Planning and Management, Ahmedabad
CONSUMER BEHAVIOR TOWARDS SOCIAL NETWORKING SITES Page 2

2. Abstract
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
Social media has gone from being just a place to meet people and make new
friends to a virtual sales floor. Whether on Twitter, Facebook, MySpace or other
social networking site, you can find many businesses and sales-minded individuals
putting their product on display. They are not only selling themselves, like the rest
of us, but their brand. Because of the different type of appeal they wish to have,
there are certain rules they must abide by in order to achieve the social influence
they intend. It's very important to appeal to all in order to sell to the most. It is a
number game so with that in mind, business leaders and other entrepreneurs must
present a personality that will be liked by many.
Acknowledgment
The study has followed a long and winding path along which we meet many
people, this formal space to acknowledge their contributions is too less. Yet we
would say that the distribution of my gratitude to all these supporters from
different geographic coordinates is proportionate and equitable in Ahmedabad.
We would like to express our thanks to Pro. Pabitra Ranjan Chakravorty for
guiding us through the whole project.
We would also express thanks to all those people who help us to answers our
question and enhances our knowledge in the industry of Information and
Technology and in social networking sites.
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3. INDEX
Number Topic Name Page no.
1. Introduction 6
2. Consumer Behavior 9
3. Consumer Behavioral Model 9
4. Factor effecting Consumer Behavior 11
5. What is Internet 14
6. Types of Sites 15
7. What is Social Networking Sites? 16
8. Different types of Social Networking Sites 20
9. Advantages 22
10. Disadvantages 22
11. Analysis View point 22
12. Major Players 23
13. Sources of Their Income 23
14. About Face book 24
15. Market Share 25
16. Strategies 26
17. Behavior of user 26
18. Unique Selling proportion 27
19. Primary Research
1) Questionnaire 28
a) Statistical Data
b) Analysis
2) Ethnographic Research 38
20. Recommendation 39
21. Conclusion 39
22. Bibliography 40
-------- Sample of Fair chart
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4. List of CHARTS
1) CONSUMER BEHAVIOR MODEL .........…9
2) FACTOR AFFECTING CB………… ……...11
3) MARKET SHARE ……………………….…25
4) AGE…………………………………………29.
5) GENDER…………………………………... 30.
6) OCCUPATION……………………………...31
7) EMAIL………………………………………32
8) NETWORKING SITE……………………...33
9) TIME ………………………………………..34
10) FEATURES………………………………….35
11) CHARGED………………………………….36
12) PARENTS BEHAVIOR…………………….37
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5. INTRODUCTION
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for the
consumer; and
How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals,
groups, or organizations and the processes they use to select, secure, use, and
dispose of products, services, experiences, or ideas to satisfy needs and the impacts
that these processes have on the consumer and society." Although it is not
necessary to memorize this definition, it brings up some useful points:
Behavior occurs either for the individual, or in the context of a group (e.g.,
friends influence what kinds of clothes a person wears) or an organization
(people on the job make decisions as to which products the firm should
use).
Consumer behavior involves the use and disposal of products as well as the
study of how they are purchased. Product use is often of great interest to the
marketer, because this may influence how a product is best positioned or
how we can encourage increased consumption. Since many environmental
problems result from product disposal (e.g., motor oil being sent into
sewage systems to save the recycling fee, or garbage piling up at landfills)
this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For
example, aggressive marketing of high fat foods, or aggressive marketing of
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6. easy credit, may have serious repercussions for the national health and
economy.
There are four main applications of consumer behavior:
The most obvious is for marketing strategy—i.e., for making better
marketing campaigns. For example, by understanding that consumers are
more receptive to food advertising when they are hungry, we learn to
schedule snack advertisements late in the afternoon. By understanding that
new products are usually initially adopted by a few consumers and only
spread later, and then only gradually, to the rest of the population, we learn
that (1) companies that introduce new products must be well financed so
that they can stay afloat until their products become a commercial success
and (2) it is important to please initial customers, since they will in turn
influence many subsequent customers’ brand choices.
A second application is public policy. In the 1980s, Acutance, a near miracle
cure for acne, was introduced. Unfortunately, Acutance resulted in severe
birth defects if taken by pregnant women. Although physicians were
instructed to warn their female patients of this, a number still became
pregnant while taking the drug. To get consumers’ attention, the Federal
Drug Administration (FDA) took the step of requiring that very graphic
pictures of deformed babies be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than
selling something. Marty Fishbein, a marketing professor, went on sabbatical
to work for the Centers for Disease Control trying to reduce the incidence
of transmission of diseases through illegal drug use. The best solution,
obviously, would be if we could get illegal drug users to stop. This, however,
was deemed to be infeasible. It was also determined that the practice of
sharing needles was too ingrained in the drug culture to be stopped. As a
result, using knowledge of consumer attitudes, Dr. Fishbein created a
campaign that encouraged the cleaning of needles in bleach before sharing
them, a goal that was believed to be more realistic.
As a final benefit, studying consumer behavior should make us better
consumers. Common sense suggests, for example, that if you buy a 64 liquid
ounce bottle of laundry detergent, you should pay less per ounce than if you
bought two 32 ounce bottles. In practice, however, you often pay a size
premium by buying the larger quantity. In other words, in this case, knowing
this fact will sensitize you to the need to check the unit cost labels to
determine if you are really getting a bargain.
7

7. There are several units in the market that can be analyzed. Our main thrust in this
course is the consumer. However, we will also need to analyze our own firm’s
strengths and weaknesses and those of competing firms. Suppose, for example,
that we make a product aimed at older consumers, a growing segment. A
competing firm that targets babies, a shrinking market, is likely to consider
repositioning toward our market. To assess a competing firm’s potential threat, we
need to examine its assets (e.g., technology, patents, market knowledge, and
awareness of its brands) against pressures it faces from the market. Finally, we
need to assess conditions (the marketing environment). For example, although we
may have developed a product that offers great appeal for consumers, a recession
may cut demand dramatically.
8

8. CONSUMER BEHAVIOR
DEFINITION:
The term consumer Behavior can be defined as the behavior of consumers display
in searching for purchasing, using, evaluating and disposing of products services
idea which they expect will satisfy their needs, want and demand. In other words we can
say that the behavior of customer are affected and influence by money, time and effort for the
maximum satisfaction.
CONSUMER BEHAVIOR MODEL
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9. 10

10. Factor effecting Consumer Behavior
Consumer behavior refers to the selection, purchase and consumption of goods
and services for the satisfaction of their wants. There are different processes
involved in the consumer behavior. Initially the consumer tries to find what
commodities he would like to consume, then he selects only those commodities
that promise greater utility. After selecting the commodities, the consumer makes
an estimate of the available money which he can spend. Lastly, the consumer
analyzes the prevailing prices of commodities and takes the decision about the
commodities he should consume. Meanwhile, there are various other factors
influencing the purchases of consumer such as social, cultural, personal and
psychological. The explanation of these factors is given below.
1. Cultural Factors: Consumer behavior is deeply influenced by cultural factors
such as: buyer culture, subculture, and social class.
a) Culture: Basically, culture is the part of every society and is the important
cause of person wants and behavior. The influence of culture on buying
behavior varies from country to country therefore marketers have to be very
careful in analyzing the culture of different groups, regions or even
countries.
b) Subculture: Each culture contains different subcultures such as religions,
nationalities, geographic regions, racial groups etc. Marketers can use these
groups by segmenting the market into various small portions. For example
marketers can design products according to the needs of a particular
geographic group.
c) Social Class: Every society possesses some form of social class which is
important to the marketers because the buying behavior of people in a given
social class is similar. In this way marketing activities could be tailored
according to different social classes. Here we should note that social class is
not only determined by income but there are various other factors as well
such as: wealth, education, occupation etc.
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11. 2. Social Factors: Social factors also impact the buying behavior of consumers. The
important social factors are: reference groups, family, role and status.
a) Reference Groups: Reference groups have potential in forming a person
attitude or behavior. The impact of reference groups varies across products
and brands. For example if the product is visible such as dress, shoes, car etc
then the influence of reference groups will be high. Reference groups also
include opinion leader (a person who influences other because of his special
skill, knowledge or other characteristics).
b) Family: Buyer behavior is strongly influenced by the member of a family.
Therefore marketers are trying to find the roles and influence of the
husband, wife and children. If the buying decision of a particular product is
influenced by wife then the marketers will try to target the women in their
advertisement. Here we should note that buying roles change with change in
consumer lifestyles.
c) Roles and Status: Each person possesses different roles and status in the
society depending upon the groups, clubs, family, organization etc. to which
he belongs. For example a woman is working in an organization as finance
manager. Now she is playing two roles, one of finance manager and other of
mother. Therefore her buying decisions will be influenced by her role and
status.
3. Personal Factors: Personal factors can also affect the consumer behavior. Some
of the important personal factors that influence the buying behavior are: lifestyle,
economic situation, occupation, age, personality and self concept.
a) Age: Age and life-cycle have potential impact on the consumer buying
behavior. It is obvious that the consumers change the purchase of goods
and services with the passage of time. Family life-cycle consists of different
stages such young singles, married couples, unmarried couples etc which
help marketers to develop appropriate products for each stage.
b) Occupation: The occupation of a person has significant impact on his
buying behavior. For example a marketing manager of an organization will
try to purchase business suits, whereas a low level worker in the same
organization will purchase rugged work clothes.
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12. c) Economic Situation: Consumer economic situation has great influence on
his buying behavior. If the income and savings of a customer is high then he
will purchase more expensive products. On the other hand, a person with
low income and savings will purchase inexpensive products.
d) Lifestyle: Lifestyle of customers is another import factor affecting the
consumer buying behavior. Lifestyle refers to the way a person lives in a
society and is expressed by the things in his/her surroundings. It is
determined by customer interests, opinions, activities etc and shapes his
whole pattern of acting and interacting in the world.
e) Personality: Personality changes from person to person, time to time and
place to place. Therefore it can greatly influence the buying behavior of
customers. Actually, Personality is not what one wears; rather it is the
totality of behavior of a man in different circumstances. It has different
characteristics such as: dominance, aggressiveness, self-confidence etc which
can be useful to determine the consumer behavior for particular product or
service.
4. Psychological Factors: There are four important psychological factors affecting
the consumer buying behavior. These are: perception, motivation, learning, beliefs
and attitudes.
a) Motivation: The level of motivation also affects the buying behavior of
customers. Every person has different needs such as physiological needs,
biological needs, social needs etc. The nature of the needs is that, some of
them are most pressing while others are least pressing. Therefore a need
becomes a motive when it is more pressing to direct the person to seek
satisfaction.
b) Perception: Selecting, organizing and interpreting information in a way to
produce a meaningful experience of the world is called perception. There
are three different perceptual processes which are selective attention,
selective distortion and selective retention. In case of selective attention,
marketers try to attract the customer attention. Whereas, in case of selective
distortion, customers try to interpret the information in a way that will
support what the customers already believe. Similarly, in case of selective
retention, marketers try to retain information that supports their beliefs.
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13. c) Beliefs and Attitudes: Customer possesses specific belief and attitude
towards various products. Since such beliefs and attitudes make up brand
image and affect consumer buying behavior therefore marketers are
interested in them. Marketers can change the beliefs and attitudes of
customers by launching special campaigns in this regard.
WHAT IS INTERNET?
The Internet is a global system of interconnected computer networks that
use the standard Internet Protocol Suite (TCP/IP) to serve billions of users
worldwide
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14. WHAT IS SOCIAL NETWORKING SITE?
A social network service is an online service, platform, or site that focuses on
building and reflecting of social networks or social relations among people, e.g.,
who share interests and/or activities. A social network service essentially consists
of a representation of each user (often a profile), his/her social links, and a variety
of additional services. Most social network services are web based and provide
means for users to interact over the internet, such as e-mail and instant messaging.
Although online community services are sometimes considered as a social network
service. In a broader sense, social network service usually means an individual-
centered service whereas online community services are group-centered. Social
networking sites allow users to share ideas, activities, events, and interests within
their individual networks.
The main types of social networking services are those which contain category
places (such as former school-year or classmates), means to connect with friends
(usually with self-description pages) and a recommendation system linked to trust.
Popular methods now combine many of these, with Facebook and Twitter widely
used worldwide; MySpace and LinkedIn being the most widely used in North
America; Nexopia (mostly in Canada); Bebo, Hi5, Hyves (mostly in The
Netherlands), StudiVZ (mostly in Germany), iWiW (mostly in Hungary), Tuenti
(mostly in Spain), Nasza-Klasa (mostly in Poland), Decayenne, Tagged, XING,
Badoo and Skyrock in parts of Europe; Orkut and Hi5 in South America, India
and Central America; and Friendster, Mixi, Multiply, Orkut, Wretch, renren and
Cyworld in Asia and the Pacific Islands and Twitter, Orkut and Facebook in India.
There have been attempts to standardize these services to avoid the need to
duplicate entries of friends and interests (see the FOAF standard and the Open
Source Initiative).
Although some of the largest social networks were founded on the notion of
digitizing real world connections, many networks focus on categories from books
and music to non-profit business to motherhood as ways to provide both services
and community to individuals with shared interests.
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15. TYPE OF SITES
1) A categorization based on content
Web sites, like other "worldly" things, can be classified into various
categories. This page has a list of the different types of web sites based on
the content and features offered. However, content can be varied, and with
this in mind, I have tried to make segregation as intuitive as possible. Please
note that these categories of the web sites are not distinct and can overlap...
sometimes to a large degree.
2) Search engine, directories, yellow pages and portals
These are some of the most popular types of web sites in the world. Some
search engine companies, like Google or Gigablast, prefer to keep their
homepage simple and stress on only one service, while Yahoo! and MSN
have a more "portal" like look via which many services are pushed to the
surfer like email, news etc.
The portal look provides a broader platform for the company to promote
their different services but it also fragments the visitors.
Classified directories and yellow pages web sites list businesses (both online
and offline) segregated into different categories or geographic locations.
These may also include an internal search engine that helps users quickly
locate information.
3) Information web sites
These are the types of web sites are dedicated to the purpose of providing
information - whether free or paid. These information web sites might be
catering to a niche industry or be wider in their scope because of which they
can be labelled as "news portals". Information web site can also contain
updated time tables, TV guides, reference material, sports data (like cricket
scores), weather and stock data.
4) Personal web sites
With tons of tools and services available, creating a web site is no longer
"rocket science" (actually, it never was; but for some...). The astronomical
16

16. number of personal web sites one finds on the web is mind-blowing!
Personal web sites and blogs would probably be the fastest growing types of web
site.
Personal web sites can contain any kind of information and are usually
administered by a single individual who can choose whatever to put online.
Any one can now create a web site using online free hosting accounts that
might also offer pre-made templates that are like ready-to-go web sites, or
with free and commercial versions of WYSIWYG HTML editors like
Frontpage, DreamWeaver etc.
5) Blogs and online diaries
Blogs are like online diaries (the irony is, though you keep your hardcopy
diary under lock-and-key, you want more and more visitors to read the
online one). Blogs can be created by anyone using free services like
Blogger.com (Google) or Windows Live Spaces (Microsoft). You can also
install blog software, like the free WordPress on your pre-existing web site
and start putting your thoughts online in a matter of minutes!
Because blogs are so easy to create, manage and even earn from (there are a
lot of profitable blogs online, if you didn't know), the web has increased
manifold. And it's all thanks to the many free blog services and a strong
enthusiasm by the ever growing blogging community who keep maintaining
and updating their web space regularly.
From ramblings of a wandering mind to detailed and specific information
on technical fields, the content of blog types of web site can vary widely.
6) Company web sites
Most company web sites have just a few pages of information on the
business, its services and clients. These are more like "online brochures"
7) Forums
Forum types of web sites serve as platforms and promote interactions
amongst the users. Unless specifically blocked and requiring a special
invitation, you can join any forum on the web. Most forums cater to a
specific industry or a field. So, for example, you will find forums on web
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17. design and development, banking and finance, biotechnology... I even came
across one to help people share their phobia of butterflies (take a look at
IHateButterflies.com - yes, I am mortally scared of butterflies and moths.
Forums on web sites, typically, contain categories that further narrow down
the subject. Registered users can post questions or start a topic which other
users can reply or add to. A lot of valuable information and knowledge
exists in online forums and I urge you to join and actively participate in
online discussions with people that share the same interests.
Ready-to-use free software such as phpBB or SMF help you set up a forum
web site in a matter of minutes. If you already have a web site, check with
the hosting company; they would probably provide such forum software for
free which you can install via the control panel.
8) Online shops and auctions web sites
Though the web is primarily used for communication (email!) and
information search, many companies have set up shops online. In fact, some
companies like the popular Amazon don't have brick-and-mortar shops -
the entire buying and selling takes place online. Online shops are not restricted to
selling tangible products; they can also provide services and a good example
of this would be travel and matrimony web sites.
If you are planning to sell your products (or services) online the tons of free
and commercial ecommerce software, make will get you up and running in
no time. Furthermore, you can integrate payment gateways, like Paypal.com
and moneybookers.com, in your online shopping mall and process the
orders and receive funds.
9) Web2.0 web sites
Web 2. is an amorphous concept and primarily encompasses web sites that
offer a particular service. The purpose of these web sites can be varied -
information storage, communication etc. Sites like Flickr.com, Google docs,
del.icio.us fall into this category.
10) Social networking
The new mantra on the web is social networking. These web sites can be
classified as Web 2.0 sites but their sheer number and popular demands we
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18. have a separate category. Facebook, Orkut, LinkedIn, Twitter have been the
rage past couple of years. From helping you locate schoolmates and past
colleagues to "microblogging" (whatever that means), these web sites have a
whole array of utilities and features with more being "invented" and added
each day.
Dating web sites have grown over the years and now offer services quite
similar to those of social networking (the idea is basically the same) hence
they are a good fit in this category.
11) File sharing type of web sites
As internet speeds have increased and more and more people are using
broadband connections, the importance of file sharing types of web sites has
grown. Megaupload,com and RapidShare.com are two prime examples of
such kind of web sites. You can not only find images, but also music
(sometimes even full albums) and video (entire movies). These web sites
offer both free and paid memberships - the former is usually a cut down
version of the latter.
However, because of the huge number of files stored on these sites, it is
almost impossible to find the file you are looking for unless you know the
direct link. Web sites like loadingvault.com provide a decent enough search
engine that helps you locate files based on your query.
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19. WHAT IS SOCIAL NETWORKING SITES?
Social networking is the grouping of individuals into specific groups, like small
rural communities or a neighborhood subdivision, if you will. Although social
networking is possible in person, especially in the workplace, universities, and high
schools, it is most popular online. This is because unlike most high schools,
colleges, or workplaces, the internet is filled with millions of individuals who
are looking to meet other people, to gather and share first-hand information and
experiences about cooking, golfing, gardening, developing
friendships or professional alliances, finding employment, business-to-
business marketing and even groups sharing information about the end of the
Mayan calendar and the Great Shift to arrive December 21-2012. The topics and
interests are as varied and rich as the story of our world.
When it comes to online social networking, websites are commonly used. These
websites are known as social sites. Social networking websites function like an
online community of internet users. Depending on the website in question, many
of these online community members share common interests in hobbies, religion,
or politics. Once you are granted access to a social networking website you can
begin to socialize. This socialization may include reading the profile pages of other
members and possibly even contacting them.
The friends that you can make are just one of the many benefits to social
networking online. Another one of those benefits includes diversity because the
internet gives individuals from all around the world access to social networking
sites. This means that although you are in the United States, you could develop an
online friendship with someone in Denmark or India. Not only will you make new
friends, but you just might learn a thing or two about new cultures or new
languages and learning is always a good thing.
As mentioned, social networking often involves grouping specific individuals or
organizations together. While there are a number of social networking websites
that focus on particular interests, there are others that do not. The websites
without a main focus are often referred to as "traditional" social networking
websites and usually have open memberships. This means that anyone can become
a member, no matter what their hobbies, beliefs, or views are. However, once you
are inside this online community, you can begin to create your own network of
friends and eliminate members that do not share common interests or goals.
20

20. As I'm sure you're aware, there are dangers associated with social networking
including data theft and viruses, which are on the rise. The most prevalent danger
though often involves online predators or individuals who claim to be someone
that they are not. Although danger does exist with networking online, it also exists
in the real world, too. Just like you're advised when meeting strangers at clubs and
bars, school, or work -- you are also advised to proceed with caution online.
By being aware of your cyber-surroundings and who you are talking to, you should
be able to safely enjoy social networking online. It will take many phone
conversations to get to know someone, but you really won't be able to make a clear
judgment until you can meet each other in person. Just use common sense and
listen to your inner voice; it will tell you when something doesn't feel right about
the online conversations taking place.
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21. DIFFERENT TYPE OF SOCIAL NETWORKING SITES
 Forums
 Blogs
 Micro-Blogging
 Photo Sharing
 Video Sharing
 Professional
 Social
 Bookmarking
ADVANTAGES
 Connect with lost classmates, lost family members or lost loves on social
networking websites.
 Career advantage.
 fun way to kick back and relax.
 Interaction on one-to-one basis.
 Overcome timidity.
 Promotion of business or site for free.
 Stay in touch anywhere
 Brings business and opportunities
DISADVANTAGES
 risk of identity theft and fraud.
 false information.
 online harassment and stalking.
 Safety and security issues.
ANALYSIS VIEW POINT
 Some companies motivate to use Social Networking Sites
 It increase the knowledge sharing
 It help in understanding the behavior of Employee
 Act like news TV
 Fast information transformation
22

22. MAJOR PLAYER
 Facebook
 Hi5
 Friendster
 MySpace
 Orkut
 Twitter
 LinkedIn
SOURCES OF THEIR INCOME
 Internet services (digital goods, game subscriptions, micro-transactions)
 Mobile Subscriptions
 Online Advertising
 App Store
 Trend analysis
 on-demand merchandise
 online music store
23

23. ABOUT FACEBOOK:
Facebook is a social network service and website launched in February 2004 that
is operated and privately owned by Facebook, Inc. As of January 2011, Facebook
has more than 600 million active users. Users may create a personal profile, add
other users as friends and exchange messages, including automatic notifications
when they update their profile. Additionally, users may join common interest user
groups, organized by workplace, school, or college, or other characteristics. The
name of the service stems from the colloquial name for the book given to students
at the start of the academic year by university administrations in the US with the
intention of helping students to get to know each other better. Facebook allows
anyone who declares them to be at least 13 years old to become a registered user of
the website.
Facebook was founded by Mark Zuckerberg with his college roommates and
fellow computer science students Eduardo Saverin, Dustin Moskovitz andChris
Hughes. The website's membership was initially limited by the founders
to Harvard students, but was expanded to other colleges in the Boston area,
the Ivy League, and Stanford University. It gradually added support for students at
various other universities before opening to high school students, and, finally, to
anyone aged 13 and over.
A January 2009 Compete.com study ranked Facebook as the most used social
network service by worldwide monthly active users, followed
byMySpace. Entertainment Weekly put it on its end-of-the-decade "best-of" list,
saying, "How on earth did we stalk our exes, remember our co-workers' birthdays,
bug our friends, and play a rousing game of Scrabulous before
Facebook?" Quantcast estimates Facebook has 135.1 million monthly unique U.S.
visitors in October 2010. According to Social Media Today as of April 2010, it is
estimated that 41.6% of the U.S. population has a Facebook account.
Some facts and figures about facebook:
 More than 175 million active users.
 Fastest growing demographic: 30 years old and older.
 More than 3 billion minutes spent on Facebook daily.
 More than 4 million users become fans of pages daily.
 More than 850 million photos uploaded monthly.
 More than 7 million videos uploaded monthly.
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24. Market Share:
As we can see in the above graph, all social networking sites except Facebook have
a more or less a stable market share whereas Facebook takes a leap from Mar ’08
to Dec ’09 which is a big growth as compared to other social networking sites.
25

25. STRATEGIES OF FACEBOOK FOR THEIR PAGE MARKETING:
 Set community expectations.
 Provide Cohesive Branding.
 Be up to date.
 Live Authentic.
 Participate in Dialog.
 Enable peer-to-peer interactions.
 Foster Advocacy.
BEHAVIOR OF USER:
The average male Facebook user with 120 friends:
 Leaves comments on 7 friends’ photos, status updates, or wall
 Messages or chats with 4 friends
The average female Facebook user with 120 friends:
 Leaves comments on 10 friends’ photos, status updates, or wall
 Messages or chats with 6 friends
The average male Facebook user with 500 friends:
 Leaves comments on 17 friends’ photos, status updates, or wall
 Messages or chats with 10 friends
The average female Facebook user with 500 friends:
 Leaves comments on 26 friends’ photos, status updates, or wall
 Messages or chats with 16 friends
Addiction
26

26. UNIQUE SELLING PROPOSITION:
 Security.
 Extent amount of Involvement.
 Appearance.
 Speed.
 Regular Updates.
 Minimum Advertisement.
 Applications.
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27. PRIMARY RESEARCH:
Our primary research was carried out by two methods namely,
1. Questionnaires.
2. Ethnographic Research.
QUESTIONNAIRES RESULT:
We have took 15 Questions and filled it with 100 respondant.
1) Name
2) Age
3) Gender
4) Occupation
5) Email ID
6) Which Social Networking Site used?
7) Purpose
8) Different Features
9) Continue if Charged
10) Is these site Beneficial
11) Addiction?
12) Time Spend
13) Want to refer?
14) Affect on productivity?
15) Any Suggestion
And with the help of these questions we try to analyze the behavior of
consumer who uses these social networking sites.
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28. Based On Age we can conclude that there are 41% of the users are between
21 to 25 and the remaining are among other. And if we take it from broader
view we can say that the people between age of 16 to 26 cover 77% of the
users.
AGE
26 to 35 36 to 45 45 above
10% 2% 0%
10 to 15
13%
16 to 20
21 to 25 34%
41%
29

29. By this we can select that 67% are male and 33% are females who use these
sites.
Gender:
GENDER
Female
33%
Male
67%
30

30. These are showing the category wise distribution of graph as per their
occupation
Occupation:
OCCUPATION
0 5
5
15 Student
Service
Housewife
75
Business
Other
Email:
31

31. By this we can conclude that most of the social networking users are using
yahoo mail to login. This is imagine but this also show the behavior towards
mail ID.
Email
Rediff
5% Other
Hotmail 15% Yahoo
10%
45%
Gmail
25%
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32. 61% among the respondent are using Facebook and remaining 39 are
distributed among others.
Networking Site:
Networking Site
Other
Twitter Big Adda 3%
3% 8%
Orkut
25% Face Book
61%
33

33. TIME SPEND BY USERS
Time Spent:
Hours
40
35
30
25
20
37
15 Hours
27
10 21
5 11
4
0
less then 1 to 2 2 to 5 5 to 10 24 hours
1
34

34. DIFFERENT FEATURE THAT EVERY RESPONDENT LIKE IN
THEIR SOCIAL NETWORKING SITES.
Features Liked:
Features
50
45
40
35
30
25
20
15
10
5 Features
0
35

35. THIS IS IMAGINE TO SEE THAT IF THESE SITE WILL CHARGED
MONEY FOR REGISTRATION ONLY 9% WILL READY TO
CONTINUE AND REMAINING 91% STOP USING IT.
Continue if charged:
Charged
YES
9%
NO
91%
36

36. MOST OF THE PARENTS DO NOT LIKE THAT THEIR CHILDREN
USED TO USE COMPUTER WHEATHER THE THINGS ARE
USEFUL OR NOT AND WE CAN SEE THE SAME SITUATION IN
THIS CRITERIA.
Parent’s Behavior:
12 23
Addiction 23
28 Not Good 37
37 Waste of Time 28
Beneficial 12
37

37. ETHNOGRAPHIC RESEARCH’S RESULT:
Target Person 1: We targeted a single person who uses Facebook more than 5
hrs. a day and the behavior analysis of that person is given below:
Behavior Analysis:-
 More Productive: The person is now so productive not with the product
quality but with the product quantity.
 Now not aggressive: If we consider the same person before using these sites
and after that, the person is totally different guy if we consider his
aggressiveness. Now he is more calm and cool nature.
 Conservative in nature: All this show the positive things but there is also
some disadvantages of these site on the person. The person is now
conservative in nature; he used to share his ideas, problem, feeling etc
through these sites only.
 Not roaming: Whenever the person get time he used to login into these
sites.
 Not speaking very much: He speaks very less or vice versa.
38

38. Conclusion:
 Part of Day to Day Life.
 Beneficial for some.
 Can be addictive.
 Change in Behavior.
 Used Mostly by Students and Youngsters.
 Status increases with increase in number of friends.
 Everything depends on how you use.
Recommendation:
 Can put some knowledge based books, Video and Audio.
 Can put options like Wikipedia.
 Include Search Engines.
 Option to change themes.
 They can introduce their own mails like Zapak.
THANKING YOU
39

39. Bibliography
1) Source:http//www.wikipedia.org/marketshare/socialnetworki
ngsites.php
2) http://tutor2u.net/business/presentations/marketing/consum
erbehaviour/default.html
3) http://www.marketingprofessor.com/social-
marketing/facebook-for-business-3-useful-applications/
4) http://ezinearticles.com/?Influencing-Consumer-Behavior-
Through-Social-Networking&id=5680660
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