Could social media improve New Save Supermarket’s Asian market segment?

Deng, Siting and Yeung, Deniss (2018) Could social media improve New Save Supermarket’s Asian market segment? Applied Management Conference, Hamilton, New Zealand, July, 2018.

PDF (Conference proceedings) - Published Version
Available under License Creative Commons Attribution Non-commercial Share Alike.


Abstract or Summary

Social media has become a part of people’s daily life. It is a multi-functional tool for people, who use social media to communicate with others, share content, and consume information in real time. Social media can be used not only by ordinary people but is also a useful marketing tool for businesses, according to previous research. New Save Supermarket is in the city centre, Hamilton. It is the oldest of Hamilton’s large-scale Asian grocery shops. The Asian community is New Save’s target market. This research is to investigate the possibility of using social media to attract more Asian consumers to shop at New Save. In this research, online questionnaires are used to collect data and the thoughts of the customers. The findings of this study indicate that WeChat and Facebook are the primary social media platforms that most customers use. Currently, there are few customers who know of and follow New Save’s WeChat account and Facebook page. Respondents think New Save’s social media do not convey enough information or update regularly enough. They agree that social media advertisements will attract regular shopping. This research suggests that New Save should create a strong social media presence, posting more and useful information for customers, updating regularly, and interacting with customers via social media.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:social media, marketing, business, sales, supermarkets, asian markets
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6210
Deposited By:
Deposited On:26 Nov 2018 03:15
Last Modified:26 Nov 2018 03:15

Repository Staff Only: item control page