This Black Friday & Cyber Monday Get Upto 50% Off “Price Drop Alert!” Get UPTO 50% OFF on This Black Friday & Cyber Monday to Save Big Order Now
0
Search
Listening..

Influence of Technology on Consumer Decision | TUI Group

University: UKBC College London

  • Unit No: 4
  • Level: Undergraduate/College
  • Pages 18 / Words 4500
  • Paper Type: Assignment
  • Course Code: K/601/0941
  • Downloads: 0
Organization Selected : TUI Group

TASK 1

1.1 Aims and objectives

Background of the study: The influence of digital technology on consumer decision making in travel and tourism sector is important and essential factor to be considered. There are different factors which influence the decision making process as well. Consumers are the core factor in every organisation. In today's world, companies are advertising their products and service online to attract more customers. Customers can compare the products of tourism sector online and then can choose the product which is suitable according to his budget or requirement. Digitization alters the behaviour of customers as well. Industries can promote the products during the travel through different attractive methods and can change the decision of the customers.

A+ Grades @Affordable Prices! We deliver all academic papers from dissertations & assignments to thesis, & case studies. 5000+ satisfied students, you could be next! Place Your Order Now! Order Now

Rationale of the study: It is essential for the travel and tourism industry to analyse the impacts of digital technology on the business and influence of technology on consumer decision making in Travel and Tourism Sector(Tsao and et.al., 2015). Social media has essentially changed the decision process of consumers. Customers can compare the products offered by industries and can choose the best one from the different products. Consumer behaviour is the ongoing process which is connected to the technological advancement. Digitization is the strong factor which can directly influence the customers. Company can use different technological resources to grab the attention of customers and attract them towards its organisation(Cohen, Prayag and Moital, 2014).

1.2 Factors that contribute to the process of research project

There are various factors which contributes to the process of research project. These factors are required to conduct any research. As per the current scenario, factors that contributes to the research on the influences of digital technology on the decision making process of consumer are essential to be considered. Scope, purpose, interest are the primary factors in the research project. Explanation of these factors are as follows :

Purpose: It is the main factor of research project. If purpose is not cleared and not well defined than a researcher can not conduct any research to gather information and data. It is the primary concern in any investigation. It is concerningfactor to examine the effectiveness of research and describing the way by which goal can be met. To be effective and efficient, purpose should consider following aspects such as specific, concise, clear and goal oriented. If the purpose of the project have all these prospectuses that definitely a researcher will succeed. Purpose should be clear, well discussed, specific and easy to understand(Klingler, 2017).

Scope: The scope of this conducting research is very broad and wide. Researcher can get many other additional information of the impacts of the digitization through this research. Business can get information regarding to the impacts influences either negative or positive by which company can increase the level of performance and overcome the negative impacts. With the analysis of influence on the decision making process company can also get the behavioural aspects of consumer which is the core factor for organisation. Consumer is the factor upon which company makes and develop strategies regarding to the products and services(Baptista, and Oliveira, 2015).

Interest: Interest level of researcher is also considered in the essential factor of research. It is required that researcher should be interested to conduct the primary or secondary research. Conducting the research is also depends on the interest level of researcher as such primary research takes long time and expensive as well so may be researcher will not be interested to conduct these types of research(Siguencia, Marzano and Herman, 2018).

Apart from these factors, there are several other factors which contribute to the process of research project. Research project is depends on the cost, scope, risk, time, access, quality and resources. These all factors are necessary to be considered while making proper strategy of research.

1.3 Literature review of key references

Theme 1 The main factors which influence the decision making process of consumer: There are mainly five factors which influence the decision making process such as market campaigns, economic conditions, personal preferences, group influences and purchasing power of the consumer.Promotionplays an important role in determinant the purchasing conclusion made by consumers. They are even famous to carry about a large alteration in market shares of agonistic industries by determinant the buying judgement of consumers. The Marketing campaigns accomplished on regular base can determinant the consumer purchasing decision to such a magnitude that they may prefer for one brand over another or cater in decadent or giddy buying. Consumers are affected by different cultural changes such as like, dislike, preferences, beliefs, values, tastes and fashions(Foxall, 2014). These factors mainly affect the decision process of buying any product. Generally customers desired to buy those products and brands which are well known and in fashion trend. There are two types of group influences which affect the decisions made by customers. First influencing group consist family members, relatives and friends while secondary group consist neighbours and society groups. The main and important factor which affect the decision making process of consumer is purchasing power which is mainly affected through digitization. You can use a plagiarism checker tool to write plague free.

Theme 2 Technology And Its Impact On Consumer Behaviour:In the today's competitive market, technological advancement huge change the marketing activities and consumer behaviours. Expectations level of the customers have changed and new communication channels are implemented by which it directly effects the activities and operation of the business. Technology has totally modified the business environment, customers can access the goods and services at anytime through the mobile. TUI group have to keep up with the changes in customer's behaviour and decision making process. They have increased their expectation level and understand the authority, rights and power they have. They know that what can they do if they not satisfied with the service of the company. In the past, company was providing the product and services through E-mail. By which company can not get the immediate response of the customers and customers do not get the information about the goods which are in transit. But in now days, technology change the communication channels. Social media is one of the best change of digitization. Company is using channels of social media such as Facebook, Instagram, you tube and internet. These are the channels which change the consumer's decision by attracting them to the new products and services offers by a company.

Theme 3 The different consumer behaviour model which are connected to the technological advancement: According to the consumer behaviours, consumer behaviour model consist five main criteria which can be understood by following diagram

As per the diagram, model includes five main prospects of consumer's behaviour which are influenced by the digitization. As marketing stimuli consists products and services, price and distribution or communication channels. Other stimuli consist external factors of the environment such as economic, technological, political and cultural factors. These all factors can be analysed through pestle model. While consumer psychology involves the motivation, perception, learning and memory aspects. Motivation and learning programmes of the consumer can be analysed through different models and approaches of motivation in which herzberg'z two factors and maslow's hierarchy of needs are important. Consumers features consist cultural, social and personal aspects. Furthermore, buying decision process includes problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behaviour. Consumers features can be influenced by values and beliefs of the culture. Consumer's decision making process includes problem recognition, information search, evaluation of alternatives and purchase decision. These all stages are influenced by the digital technology(Horner and Swarbrooke, 2016).

1.4 Research methodology

Introduction: There are various techniques and methods in research methodology. Researcher can achieve success in the research project if he well defined the research approach and data collection method. Sampling and questionnaire are the best method of collecting data. In this current project, company is using questionnaire to collect the relevant content to accomplish the research project. In the process of analysis the data researcher has to face different issues and complexities which can be ignored and overcome by applying appropriate research design. Data can be collected and analyzed by different methods but choose the best method and technique is very complex part of research methodology(Klingler, 2017).

Research design: It is the designing process of explaining the issues and problems regarding to the research. It arranges the conditions and situations to analyze the research project and collection of the information. Generally there are four types of research design such as exploratory, descriptive, experimental and evaluation research(Foxall, 2014). These all designs are related to different prospectus and reasons. TUI group is using experimental research design because it consists three main characteristics such as manipulation, control and randomization. Mainly companies consider two types of research design such as quantitative and qualitative. Research design will be good if it is flexible and appropriate according to the tile of research project.

Also Read: Contemporary Issues in Travel and Tourism | Whitbread Company

Research philosophy: Understand the philosophies and approaches are the main factors of research methodologies. There are different characteristics of philosophies such as it includes ontology, epistemology and axiology(Pappas, 2016). There are four main pillars of philosophies as positivism, realism, interpretative and pragmatism. Positivism is connected to the reality, realism is connected to the objects which are freedom to own knowledge, interpretative is the approach which differentiate the human behaviors according to the roles and social actors and the last pragmatism is related to the arguing that is interrelated with the positivism and interpretative. TUI group is using interpretative approach because the research project is on the analysis of influence of technology on the consumer's behavior and decision making process(Cohen, Prayag and Moital, 2014).

Collection of the data: Collection of data is very important factor in research project. Data can be collected through different methods such as primary and secondary research(Siguencia, Marzano and Herman, 2018). These both are the techniques of gathering relevant information and data. Primary research is quite complex and time consuming because In this researcher find the information which is not existing or published before while in secondary research investigator use information which are already existing and published. There are different methods of conducting primary and secondary research such as interviews, questionnaire, and surveys are the methods of primary research while library, google, and other books and journals are the sources of gathering data in secondary research.

Analysis of the data: Just collect the data is not enough. Research process is not ending with collection of information and relevant content. As data are collected through different sources so it is required to be analyzed for assuring the purity and relevancy. Data can be analyzed through qualitative and quantitative method(Xiang, Magnini and Fesenmaier, 2015).

1.5 Appropriate plan for research project

Activities

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Week 9

Week 10

Week 11

Defining research proposal

Defining background or rationale for study

Literature review

Deciding aims and objectives

Finalizing aims and objectives

Devising the questionnaire

Gathering data

Examining the data

Finding

Recommendation and further areas to be consider

Final Submission

TASK 2

2.1 Match resources efficiently to the research question

Research question

Research sources

·What do you understand by the concept of influences of digitization on the consumer behaviours ?

Company is using sources like books, journals,

diaries and surveys for collecting the data and information regarding to this research question.

·What are the main factors which influence the decision making process of consumer ?

For this research question company is using secondary sources such as reference materials and books and articles. Reference material like dictionaries, textbooks and encyclopedias.

·What are the different models of consumer behaviour ?

For this, company is using both the sources as primary and secondary. In addition to this, researcher is using indexes, abstracts and database. Indexes such as titles of the book, articles, publisher and volume or page number.

2.2 Research investigation in accordance with the agreed specification and procedures

QUESTIONNAIRE

Name :

Gender :

Age :

1. Is digital technology affect the business of TUI group ?

·Yes

·No

·Can not say

2. Which is the core factor that contribute to research project process ?

·Cost

·Time

·Both of the factor

3. Which one is the core division that affect the business ?

·Environmental factors

·Economic factors

·Technical factors

4. Which is the main factor that influence consumer's behaviour ?

·Cultural factor

·Social factor

·Can not say

5. Which one is the consumer behaviour model ?

·Consumer physiology

·Market stimuli

·Both of the above

6. Is TUI group contributing in social and economic growth ?

·Agree

·Disagree

·Don't know

7. Is consumer behaviour modify the activities of the business ?

·Yes

·No

·Can not say

8. Is digitization influence the consumer behaviour ?

·Fully agree

·Fully disagree

·Neither agree nor disagree

9. How much TUI group contributes of its revenue in CSR activities ?

·10 %

·5 %

·Do not know

10. Digital technology affects the business in which manner ?

·Positive

·Negative

·Both of the above

11. Which is the method using by chosen company in primary research ?

·Sampling

·Questionnaire

·Can not say

12. Is TUI group accepting the changes of consumer's behaviour ?

·Yes

·No

·Can't say

13. What do you think that influence of digital technology on the consumer behaviour in tourism industry is threatening factor or opportunity factor for the company ?

·Threatening factor

·Opportunity factor

·Both of the above

2.3 Record and collate relevant data

Theme 1: Digital technology is affecting the business of TUI group.

Is digital technology affect the business of TUI group ?

Respondents

·Yes

12

·No

10

·Can not say

8

Theme 2: Cost and Time both factors contribute in the process of research project

Which is the core factor that contribute to research project process ?

Respondents

·Cost

7

·Time

8

·Both of the factor

15

Theme 3: Technical factors is the core division that affect the business

Which one is the core division that affect the business ?

Respondents

·Environmental factors

6

·Economic factors

10

·Technical factors

14

Theme 4: Cultural factors are the main factor that influence consumer's behaviour

Which is the main factor that influence consumer's behaviour ?

Respondents

·Cultural factor

15

·Social factor

7

·Can not say

8

Theme 5: Consumer physiology and Market stimuli are the model of consumer behaviour

Which one is the consumer behaviour model ?

Respondents

·Consumer physiology

5

·Market stimuli

7

·Both of the above

18

Theme 6: TUI group is contributing in social and economic growth

Is TUI group contributing in social and economic growth ?

Respondents

·Agree

16

·Disagree

9

·Don't know

5

Theme 7: Consumer behaviour is modifying the activities of the business

Is consumer behaviour modify the activities of the business ?

Respondents

·Yes

14

·No

10

·Can not say

6

Theme 8: Digitization influence the consumer behaviour in strong manner

Is digitization influence the consumer behaviour ?

Respondents

·Fully agree

13

·Fully disagree

8

·Neither agree nor disagree

9

Theme 9: TUI group contributes 5.00% of its revenue in CSR activities

How much TUI group contributes of its revenue in CSR activities ?

Respondents

·10.00%

8

·5.00%

17

·Do not know

5

Theme 10: Digital technology affects the business in both manner as positive or negative

Digital technology affects the business in which manner ?

Respondents

·Positive

7

·Negative

5

·Both of the above

18

Theme 11: Questionnaire method is using by chosen company in primary research

Which is the method using by chosen company in primary research ?

Respondents

·Sampling

7

·Questionnaire

14

·Can not say

9

Theme 12: TUI group is accepting the changes of consumer's behaviour

Is TUI group accepting the changes of consumer's behaviour ?

Respondents

·Yes

19

·No

7

·Can't say

4

Theme 13: Influence of digital technology on the consumer behaviour in tourism industry is threatening factor or opportunity factor for the company

What do you think that influence of digital technology on the consumer behaviour in tourism industry is threatening factor or opportunity factor for the company ?

Respondents

·Threatening factor

5

·Opportunity factor

12

·Both of the above

13

TASK 3

3.1 Research evaluation techniques

There are different techniques which can be used by researcher in research project. Evaluation is very essential need for research system. It is an organized process of gathering, evaluating, and determining the extent by which company can achieve success. Mostly company concerned two types of techniques such as formative and summative techniques(Cohen, Prayag and Moital, 2014).

Formative technique: It is regenerated with the opinion made during the plan or evolution of a system which is oriented toward modifying. This technique is conducted during the stage of ADDIE process. It allows the researcher to evaluate and monitor the progress toward achievement of objectives and goals. It is the tool that find out the misconceptions and learning gaps and also help to close these gaps. It also assists the researcher to identify the strengths and weaknesses of them and that areas which required to be considered. Formative assessment is generally conducted during the learning process. Formative is diagnostic in nature and it is an assessment for learning. It gives both direct and indirect feedbacks regarding to the performance and learning of the researcher. to researcher and company as well.

Summative technique: It is generally focused on the results of a programme. but summative assessment conducted only at the end of the unit or program. It is evaluative in the nature. Formative is an assessment for learning but summative is an assessment of learning. There are different techniques of summative and formative assessment such as midterm exams, chapter tests and creative portfolios are the types of summative assessment while inform instruction, set tasks and examine the pupil work are the types of formative assessment. Company is using summative techniques for their research project. Because it is centred to the outcomes of the research project. It is necessary to be evaluated that what the outcomes would be arrived after there research and it could be done through summative assessment only(Ballantyne, Moutinho and Rate, 2018).

3.2 Interpret and analyse the results

Interpretation 1: According to the above table it is concluded that there are 12 respondents who are agreed that digital technology is affecting the business of TUI group by different ways as it is increasing the performance level of the workers and decreasing the operating cost.

Interpretation 2: According to the above table it is concluded that there are 15 respondents who are agreed that cost and time both factors contribute in the process of research project. As researchers have generally specific time to complete the research project and the budget is also restricted the scope of investigation.

Interpretation 3: According to the above table it is concluded that there are 14 respondents who are agreed that Technical factors is the core division that affect the business. There are many other factors such as economic and legal but digitization has fully changed the decision making process of consumer.

Interpretation 4: According to the above table it is concluded that there are 15 respondents who are agreed that Cultural factors are the main factor that influence consumer's behaviour. Cultural factors include taste, preferences, fashion\, gender and status.

Interpretation 5: According to the above table it is concluded that there are 18 respondents who are agreed that Consumer physiology and Market stimuli both are the models of consumer behaviour. These both approaches and models describe the different criteria and factors of consumers.

Interpretation 6: According to the above table it is concluded that there are 16 respondents who are agreed that TUI group is contributing in social and economic growth. Company is gaining high margin of profitability due to savings in operating and other indirect costs. So it is contributing from their revenue in social and economic growth of the nation.

Interpretation 7: According to the above table it is concluded that there are 14 respondents who are agreed that Consumer behaviour is modifying the activities of the business. Companies are making the products according to the consumers requirements. Company can get the success through modifying the products according to the consumer's preferences.

Interpretation 8: According to the above table it is concluded that there are 13 respondents who are agreed that Digitization influence the consumer behaviour in strong manner it modifies the decision process of customer because in now days customers can access the information about the products of different companies before purchasing it.

Interpretation 9: According to the above table it is concluded that there are 17 respondents who are agreed that TUI group contributes 5.00% of its revenue in CSR activities.

Interpretation 10: According to the above table it is concluded that there are 18 respondents who are agreed that Digital technology affects the business in both manner as positive or negative. As it increase the performance level and decrease the pertaining cost but in the other hand it decreases the quality of the product.

Interpretation 11: According to the above table it is concluded that there are 14 respondents who are agreed that Questionnaire method is using by chosen company in primary research. Because TUI conducted different questionnaire in last few years. This report also include one sample of questionnaire i9n which total 30 respondents are included. Company asked different types of questions to the customers to get relevant information according to the research project.

Interpretation 12: According to the above table it is concluded that there are 19 respondents who are agreed that TUI group is accepting the changes of consumer's behaviour because existing customers can see the changes in the existing product's quality and design as per the changing expectations of the consumer. The main characteristics of the TUI group of business is that it has adopting nature. The leaders and the team members are qualified enough to explain the advantages and disadvantages of accepting the technological advancement in effective manner.

Interpretation 13: According to the above table it is concluded that there are 13 respondents who are agreed that Influence of digital technology on the consumer behaviour in tourism industry is threatening and opportunity factor for the company. If company adopting these changes than it will become the opportunity and if it is neglecting these changes then it will become threatening factor for themselves.

3.3 Recommendations for further consideration

Consumers are the main and essential factor in any organisation. So it is necessary to consider the human behaviour for attaining growth and success. Generally consumer's behaviours are varied from different factors such as cultural, social, economical and technical. These all factors modify the decision making process of consumer's. In today's competitive environment, customer can access the product from their home. They can know about the product before purchase. Companies can attract more customers through different sources of technology. In which social media is one of the most concerning factor(Agag and El-Masry, 2017). Customer's can change their decision of purchasing a product after analysing different companies. So it is recommended to the company to focus on the consumer's behaviour. Company who is accepting these changes in strong manner can achieve higher range of profitability. Furthermore, it is also recommended to the business that keep up with the external factors of the environment. Re evaluate these external factors and technological advancement to hold up and maintain the customer potential. Develop the strategy which consider all the factors regarding to the customers as priority, taste, preferences, requirement, habit and interest. Create the strategies with the different features such as flexible and short term. As consumer behaviour is continuously changing factor so company should change the strategy in according manner. If strategy is not flexible then it is difficult to consider all modify factors of consumer. In addition to this, it is recommendation to TUI group that always consider the factors of consumer's behaviour. The most important factor which influence and modify the decision making process of consumer behaviour is technology. Technology has huge change the micro and macro environment. In today's world all the consumers has the knowledge about the technology(Adhikari and Bhattacharya, 2016). Technology change the business environment as well. Through digitization, company can produce and promote their product online and customers can buy those products from their home only can pay the amount online. This online marketing has change the mind set of consumers because customers can differentiate all the products of different brands and companies from their home by mobile in just few seconds. It can change the decision making process of consumer. It is recommendation to the company that always keep up with the website and internet data. It is necessary for the business to create monetary fund as well because as per the alteration of consumer behaviour company should make changes in their strategy and products as well. Consumer are mostly affected by the cultural factors. It includes the recent and current trends such as fashion or tastes. So keep up with the fashion trends and create products according to the cultural changes. Furthermore, it is recommended to TUI group that make a team which can lead all the followers in effective manner and can give information regarding to the consumer behaviour. A good leader can explain that why company is accepting the changes of consumer behaviour and wht are the benefits by adopting these alterations(Xiang, Magnini and Fesenmaier, 2015).

REFERENCES

  • Adhikari, A. and Bhattacharya, S., 2016. Appraisal of literature on customer experience in tourism sector: review and framework.Current Issues in Tourism.19(4). pp.296-321.
  • Agag, G.M. and El-Masry, A.A., 2017. Why do consumers trust online travel websites? Drivers and outcomes of consumer trust toward online travel websites.Journal of Travel Research.56(3). pp.347-369.
  • Ballantyne, R., Moutinho, L. and Rate, S., 2018. Consumer behaviour in tourism.Strategic Management in Tourism, CABI Tourism Texts, p.73.
Download Full Sample
Cite This Work To export references to this sample, select the desired referencing style below:
Copy to Clipboard
Copy to Clipboard
Copy to Clipboard
Copy to Clipboard
Global Assignment Help. K/601/0941 [Internet]. Global Assignment Help.(2021), Retrieved from: https://www.globalassignmenthelp.com/free-samples/k6010941-influence-of-technology-on-consumer-decision-tui-group
Copy to Clipboard

When it comes to providing case study help, our writers know what to do. We have provided Nike case study help to many students globally and conducted many Zara case study writing for them. Whether you need help with IKEA strategic case study & analysis or McDonald’s Pestle & Swot analysis, you can count on our professionals for the best solutions. They have a knack for writing case studies on various brands.

Boost Grades & Leave Stress

Share Your Requirements Now for Customized Solutions.

Lowest Price
USD6.84

Delivered on-time or your money back

100+ Qualified Writers

For Best Case Study Assignment Help

View All Writers
FREE Tools

To Make Your Work Original

  • tools Paraphrasing Tool

    Check your work against paraphrasing & get a free Turnitin report!

    Check Paraphrasing
  • tools Plagiarism Checker

    Check your work against plagiarism & get a free Turnitin report!

    Check Plagiarism
  • tools Reference Generator

    Get citations & references in your document in the desired style!

    Generate References
? Help
Whatsapp