Managing Product Innovation in the Automotive Industry

Business and Management
Dissertation_Innovations in
Automotive Industry and its Influence
on Consumer Behaviour- SECOND
PART

Table of Contents
1.0 Introduction ...............................................................................................................................2
1.1 Identify a specific researchable topic area.............................................................................3
1.2 Establish the importance of the problem...............................................................................3
1.3 Aim of the research project....................................................................................................4
2.0 Research Objectives and Research Question ............................................................................4
3.0 Literature Review ......................................................................................................................5
4.0 Methodology ...........................................................................................................................10
4.1 Research Design, Research approach and Research Type...................................................10
4.2 Rationale..............................................................................................................................14
5.0 Access to Data and Research Ethics .......................................................................................14
6.0 Limitations ..............................................................................................................................14
Findings/ Results............................................................................................................................15
Evaluation or analysis of results....................................................................................................18
CONCLUSION-............................................................................................................................32
Recommendations-........................................................................................................................32
REFERENCES..............................................................................................................................33
Ethical form...................................................................................................................................38

Title:
“ To Investigate to analyse the influence of innovation upon consumer behaviours:
A case study on automotive industry”
1.0 Introduction
Innovation introduces as an effective process of translating an invention or idea into a
product or service that create value or for which clients will pay. In simple word, innovation is
the development of a new service, product or process that gives values for customers and many
other stakeholders. Thus, it is essential process for each organisation to enhance their
productivity and image in marketplace. For this project, Automotive industry is selected which
have wide range of organisations and companies involved in the plan, development,
manufacturing, selling and marketing of motor vehicles (Carraher, 2014). It is one of the largest
economic industry by revenue in all over the world. They does not include sectors dedicated to
the repair of automobiles following delivering to the last consumers, such as motor fuel filling
stations and automobile maintenance shops. Land Rover is chosen automotive company which
mainly specialise in selling of luxury car brand in four-wheel-drive vehicles. It was introduced in
1948 by Jaguar Land Rover. There are mainly four trends driving automotive industry innovation
such as: internet of thinks sparks innovation, cloud technology speed growth, advanced analytics
will inform products and artificial intelligence shifts to a higher gear. All these are main
innovation in automotive industry that highly influence on consumer behaviour. Thus,
innovation is a marketing strategy used by company to change consumer behaviour towards
products and services. It will help an enterprise to retain long term and strong position in
marketplace.
Innovation is the modern method which is used by the company to maximize the profit
and it is the collection of new ideas and thoughts to meet the requirement and articulated needs.
In the same way, recently the large company uses best innovative things in order to attract wide
range of customers. Even it is also realized that this method helps to raise the productivity level
of the firm and maximize the financial performance as well. Among all, digitalization is the
major trend of the industry that completely change the structure. In the continuation, The chosen
sector for this report is automotive industry which is consider one of the largest economic
revenue in the terms of revenue. Innovation in automotive sector will help to run the business
smoothly and meet the requirement of the firm as well. The chosen firm for this this report is
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Land Rover which is the luxury car brand and it is specializes in four wheel drive vehicles that is
owned by Jaguar Land Rover.
Therefore, through this report, researcher provide a clear understanding of innovation for
automotive industry and it also describe the importance such that it helps to reduce the cost
which helps to raise the financial performance of the firm. In this modern era, the demand of
customers is increases specially in comfort zone like they demand those vehicles which are good
in quality, reliability and safety, that is why, worldwide overcapacity also put the pressure on the
industry in order to maintain, reduce the vehicle price. Thus, large company also introduce the
same new products in order to meet the demand of their customers. As automotive industry is
highly influence on consumer behaviour and they want to introduce new innovation into the
work place to complete the work in defined work. Thus, present research report uses research
methodology in order to specify the methods that support researcher to attain the aim and
objectives in better manner. Apart from this, research also present primary as well as secondary
data collection to accomplish the aim.
1.1 Identify a specific researchable topic area
In order to identify impact of innovation on consumer's behaviour, an organisation can
conduct a research which will help it by increasing customer base and retaining strong position
in market. In automotive industry, innovation play as a role of marketing which will also assist
them in attracting large number of customer and also enhancing market share of business
(Claudy, Garcia and O’Driscoll, 2015). Therefore, main reason behind doing this research or
topic is to change customer's behaviour, perception and habit towards products and services.
This topic helps an investigator in personal as well as professional manner. In personal way, with
the help of this study, they can easily enhance its literature review, data analysis and data
interpretation skills. It will also help them in improving professional development and growth.
Thus, innovation is important for company as well as people to increase their productivity and
performance within automotive sector. In automotive industry, innovation is important but some
time it create difficulties for company such as require maximum cost for hiring knowledge
people, cost for training etc.
1.2 Establish the importance of the problem
Innovation is important and essential for an organisation because with the help of this
they can easily attract large number of customer and retain strong position in market. In
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automotive industry, innovation play effective role as a marketing which will help them in
introducing their new products and customers in market (De Medeiros, Ribeiro and Cortimiglia,
2014). Along with this, there are different number of marketing tactics or strategies that
marketers can influence consumer behaviour and maximise their probability of purchase. These
features or dimensions that the companies acquire from the innovation strategy are the most
essential once for the favourable impacts on consumer behaviour and for economic growth of
organisation.
1.3 Aim of the research project
The aim of research process is to produce unique knowledge and deepen understanding
of a issue or topic (Eastman and et. al., 2014). Along with this, entire activities of study is mainly
depend on research aim. Main aim of this research is:
“To analyse the influences of innovations on consumer behaviour. A study on
automotive industry.
2.0 Research Objectives and Research Question
Research Objectives:
Research objective is main and essential part of study which is based on two variables
such as dependent and independent (Evanschitzky and et. al., 2015). According to the topic,
customer's behaviour is independent variable which is dependent on innovation within
automotive industry. Thus, as per this, some important and valuable research objectives are
frame which are determine as under:
 To understand the basic concept of innovation in automotive industry.
 To identify the importance of innovation in Automotive industry. To analyse the impact of innovation on consumer behaviour within automotive industry.
Research Questions:
A research question is the fundamental core of a research study, review of literature or
study. It mainly focuses the field of study, determines the research methodology and lead entire
phases of inquiry, evaluation and reporting (Erevelles, Fukawa and Swayne, 2016). Therefore,
research question is important part for completion of research activities in systematic and
effective manner. Some important and valuable research questions are described as below:
 What is the basic concept of innovation?
 What is the importance of innovation in Automotive industry?
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 What is the impact of innovation on consumer behaviour within automotive industry?
3.0 Literature Review
A literature review is the effective and essential evaluation of chosen document on a
research topic. It is a systematic, reproducible and explicit method for exploring, analysing and
synthesizing the present body of accomplished and recorded work produced by practitioners,
scholars and investigators (Ferreira, da Rocha and da Silva, 2014). Main purpose or aim of
literature review is to identify inconstancies i.e. conflict in previous studies and gapes in
research. Thus, it is important part of research which will help a researcher to address all
research question in well-defined manner.
Concept of innovation in Automotive industry
According to the Stefan Lindegaard, (2019), the term innovation refers to the activities
and task which are performed in a new way is known as Innovation. Thus, innovation arises from
creativity or think out of the box to create any change or enhancement in the old mechanism. At
that stage of environment where globalization is increasing and technology is getting advance
more and more as a result disruption in the economy occurs like increasing of competition,
demands of customers changing etc. So, it is necessary to adapt innovation for better
opportunities, economic growth, survival and for the success of the company. In the same
manner, the automotive industry has huge amount of innovation in its production and this a
fundamental approach for an automotive industry to get success in this competitive environment
because the industry is facing technological as well as social changes so, having an accurate
image of state of innovation this industry assess and introduce new innovation for product
strategy and long-term business growth.
According to the Eastman and et. al., (2014), innovation take place in the automotive
industry by the perspective of new market and opportunities which provide valuable benefits to
the customers. The term innovation more includes in the automotive industry when digitalization
positioned itself globally which enhances the knowledge, information and attitude level of an
individual. The innovation in automotive industry will result in transformation of economy,
creation of employment, change in the supply chain management of the industry, Revenue
generation to the industry, creation of strong research and development departments of the
industry.
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As per the view of Dogan (2019) innovation is the process or an application of better
solution in order to meet the new requirement. Using innovation, the business grows and also
improve their current process and increases its efficiency in order to improve the profitability. In
the context of automotive industry, which is also undergoes the massive technological and social
change. The author also states that majorly the automotive industry take three general approaches
that is bring new and advance technology into auto mobile, enhancing the manufacturing and
supply chain using different ideas and adopting new business model proactively. This
innovation also helps a business to raise their current performance and introduce new product
into market. On the other side, it is states by Potter and Graham (2019) that in this modern era,
every company wants to establish its unit at global level by coping up with advance technology.
Even when the innovation in automotive industry will provide different benefits in the term of
monetary or non- monetary form.
In this modern era, every large firm wants to introduce new innovation in their business
so that it will help them to raise their business efficiency and also increases sales as well. Thus,in
automotive industry, the innovation does not mean to creates any change or enhancement in old
mechanism but automotive manufacturers show their interest with regard to adopting new and
advance technology into the workplace. As per the view of Iskandar and Ariffin (2019)
automotive industry is quite busy to innovate those vehicles which are sophisticated and onboard
technology that is increasingly turning them into computer on the wheels. Thus, it helps to
enhance the company efficiency and now a days different electric cars are also launches that
saves fuels and utilizes electricity. This is the live example of innovation by an automotive
industry.
Impact of innovation on consumer behaviour within automotive industry.
According to the Simantel, (2016), in the automotive industry, innovation has been
grown on larger basis along with raising its benefits for longer during or period time. Innovation
such as usage of advance or artificial technology in car-based structure which involves advance
seats, has led customer response in most attractive and also resulted in time and cost saving for
longer duration. Innovation has change customer perception or attitude on larger basis and led an
initiative to save their high prices or money. Impact is overall positive or responsive to
increasing demand of Automotive sector and also brought positive delivery to customer needs or
wants in pin-point of their price or money which they would be liable to pay for automotive
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products.
According to the Erevelles, Fukawa and Swayne, (2016), from the last past time,
innovation play effective role in automotive by increasing its market share and performance.
Also, this has been continuing on time to time basis and attracts maximum customer to fulfil
their need or wants from automotive industry. Basically, in car, innovation has raised at the
longer duration and it has pin point a customer actual desires to fulfil them in given point of
time. It was noticed that automotive industry has been transformed on growth-based scenario
along with reaching to customer priority in given point of time to increase sales in the higher
ratio.
According to the Ferreira, da Rocha and da Silva, (2014), In response, customer point of
view has been changed and its forces to generate sales for an automotive industry has also grown
over time and business durability for automotive business. There are researches done in past,
whose motive is of to find what makes point of innovation generally impacts customer behaviour
who are looking to buy automotive sector. In a reality, customer perception has become positive
for automotive sector with increase customer durability for customer perception or long-lasting
sales.
As per the view of Borgstedt, Neyer and Schewe, (2017) innovation plays an important
role in order to raise the financial benefit of the firm. Such that recently the company adopted the
artificial intelligence as a innovation in car that includes advance seats and this lead to attract
wide range of customers. As a result, it also help to save time as well as cost of the long time.
Therefore this shows that innovation also change the consumer perception as well as attitude, but
on the other side, it raise the cost of the products. The overall impact of the innovation on
consumer behaviour is positive because in this modern era, to attract customer, there is a need to
introduce new and innovative products into the workplace. Even the industry also introduce
online application in order to meet the requirement of the customer so that they can buy the
automotive product anywhere without losing time. On the other side, Bogers, Chesbrough and
Moedas (2018) critic that, from last many years, innovation only helps to raise the market share
and increases the financial performance but as the time passes, the industry uses innovation into
its daily life with different purpose. Apart from this, it is also realized that to attract wide range
of customers, there is a need to introduce new and innovative products.
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As per the view of Wiesenthal, Condeço-Melhorado and Leduc (2015) in automotive
industry, if innovation is done on regular basis then the company's financial performance is also
increases and this lead to sustain the brand image in market and that is why, an industry provide
fuel efficiency movement such that there is no need to use fuel and this car run with the single
charge only (Advancement of innovation in Automotive Industry. 2018). Apart from this, an
artificial intelligence and machine learning also creates the positive impact upon the automotive
industry such that vehicles are becoming IoT devices which are easily connect through the
smartphones and they can take voice commands and also helps to change the user interface.
Therefore, this all creates positive impact upon the customers as well as industry.
The importance of innovation in Automotive industry.
According to Smriti Chand, 2019, innovation is an effective process of developing and
implementing an innovative idea. In addition, it is the process of taking valuable ideas and
converting them into valuable products, process, services or methods of operation within
automotive industry. These useful thoughts are the output of creativeness, which is the
prerequisite for innovation. It is essential for company by providing new ideas for quality
enhancement in enterprise. In addition, it is one of the most significant concern of each
automobile enterprise and its role in the coordination and development of market is inalienable.
With the help of innovation, an automotive industry can easily innovate their products which will
further help them by increasing customer base and increasing market share.
According to the Evanschitzky and et. al., (2015), one of the most interesting field of
innovation in the automotive sector can be summed up with the keyword “digitalization”. Large
amount of innovation in the automotive sector that will occurrence our everyday lives. They
span, for instance, from networking technologies to complete the investigation for parking spaces
and therefore reduce emissions, entire the way to electric vehicles. Thus, innovation in
automotive industry is more essential and important to accomplish long term goals and
objectives within predetermined time duration. It will also help them in increasing customer base
and retaining strong position in same sector.
According to Carraher, (2014), innovation has positive relationship with consumer
behaviour within automotive industry. In automotive sector, innovation is more essential because
it will help an organisation to produce their products and attract customers in large way. One of
the best example of innovation in automotive industry is digitalisation which will help an
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enterprise to produce quality products to customers in quick manner. Therefore, innovation play
vital role in changing behaviour, buying habits and enhancing living standard of customers. For
example: effective innovation in products and services of an organisation will help them in
changing consumer behaviours towards products. Apart from this, digitalisation innovation in
products, services, methods and process will be also effective for automotive industry to increase
their market share and retain long lasting position in auto-mobile industry.
According to Ruff (2015) innovation is growing so large and also provide different
benefits to the automotive industry from last many years. In the context of industry, it has been
realized that innovation means using advance technology in the working place such as
augmented reality which gain attention of wide range of customers. This technology has emerges
on the fringes of the automotive industry but many experts also realized that in coming years this
innovation technology assist the industry in further better way. Not only this, this technology
also provides the real time environment information which serve to highlight the object without
distracting the driver. This shows that in automotive industry, people uses their creative mind
and uses new ideas in order to provide best results with effective quality. On the other side, it is
also realized by Zailani and et.al., (2015) that innovation is the automotive sector which can be
summed up with digitalization. Moreover, large amount of innovation is done on the daily basis
in automotive industry so that the outcomes are easily identified. That is why, experts also uses
large networking technologies so that it will help to minimize the negative impact upon
environment or customers. By using innovation such as digitalization in the automotive industry,
the entire working style is change and even most of the people are also aware with such things
too. With the help of innovation, an automotive industry can easily innovate their products which
will further help them by increasing customer base and increasing market share.
According to the Dodgson (2018) The biggest advantage of using innovation in the
automotive industry is to reduce the cost of overall product and minimize the expenses as well.
That is why, it is beneficial for the automotive industry to us innovation because it helps to attain
the long term goals as well as objectives within the defined time. Moreover, there is a positive
relationship with the customer within automotive industry and that is why there is a need to
produce the best and effective products to attract wide range of customers. In this modern era,
customer are change their beliefs and views towards another firm when they find new and better
products for their company, that is why, it is quite essential for the automotive industry to
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innovate new products which helps to attract wide range of customers towards it. The best
example of innovation in automotive industry is digitalization means that using best and
effective advance technology that helps to attract wide range of customers towards it. Thus, it
shows that innovation plays a crucial role in attracting customers, changes buying behaviour of
customers and even changes the standard of living as well. Therefore, from last many years the
adoption of advance technology into the working place of automotive industry is increases up to
25 percent and this further increase in coming years as well. Therefore, The technology has
emerges on the fringes of the automotive industry but many experts also realized that in coming
years this innovation technology assist the industry in further better way, this also help a firm to
attract wide range of customer towards it and then raise the company's actual performance.
4.0 Methodology
It refers to specific plans, techniques or procedures use to analyse information about a
certain problem. It is considered as a blueprint of the report answering the questions like what,
why, when, who and many other questions. In this section of report, it can be ascertained that
whether the information is reliable or not. This information can be derived from various sources
like questionnaire, surveys, interviews or any other source depending upon the historical as well
as present information (Hussain and Rashidi, 2017). To identify the right measures of a report
Research onion is considered as the ideal framework. The different part of this report framework
is:
4.1 Research Design, Research approach and Research Type
Research Approach: It is based on the areas at which research problem is being referred
to. It includes different types of plans and that involves series of assumptions based on the
methods like, data collection, assessment and interpretation (Weeger, Wang and Gewald, 2016).
Different types of research approach involve inductive and deductive approach. In this research,
researcher will use deductive approach as it assists the researcher in grouping the relevant
information in the report.
It is the plan and a procedure that helps to identify the solution of the research problem
and it is the broad assumption of all the data collection, analysis nd interpretation (Sekaran and
Bougie, 2016). It is further divided into three types such as deductive approach which is used to
generate the true conclusion, inductive approach which is used to generate the untested
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conclusion and leads the research to specific to general, abductive approach in which the
researcher generate testable conclusion.
Among all, researcher chooses deductive research approach to attain the aim that is to
analyse the influence of innovation upon consumer behaviours and generate the true conclusion
as well.
Research paradigm: The very first layer of this research study consists of research
philosophy. There are various types of philosophies but the main philosophies considered are
positivism and Interpretivism. Both the philosophies are considered useful, where, Interpretivism
philosophy states the difference between human factors and social factors, Positivism philosophy
states about the quantitative aspects (Liao and Cheng, 2014). Researcher will use Interpretivism
philosophy at the course of this research because it will organise data in more accurate form.
It is the first layer of the research which describe the notion about the way through which
researcher can generate and analysed that data which is collected (Cazeaux, 2017). Though there
are different types of philosophies but main philosophies are positivism which relies only on
factual knowledge that is collected through observation, but it is difficult to understand and next
is Interpretivism, that involves researcher to interpret the key aspect of the study and this is
mainly based upon the human interest into the study.
From the above, researcher chooses Interpretivism research philosophy because it helps
to access the reality and accomplish the aim that is to analyse the influence of innovation upon
consumer behaviours and also conduct the research in better mode with accurate data.
Research Design: A Research design is an arrangement of various plans, procedures or
methods helps in collecting and analysing various variables in a specific research problem
(Nørskov, Chrysochou and Milenkova, 2015). There are three types of research design, namely,
experimental, descriptive and exploratory. These all are very crucial for the research and hence,
will be used thoroughly in the report while deriving the conclusion of the report. Along with this
descriptive design is used in this project because it will help a researcher in driving valid
conclusion for study.
It is the set of method that helps to collect the best variable which are specified in order
to address the problem. Thus, it helps a researcher to generate better outcome and also gain new
evidence in research process (Lindley 2015). Generally, there are two types of research design
that is exploratory, in which it explore the specific aspect of the research area but did not reach to
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aim and objectives. Next is conclusive which helps to generate the best findings that is
practically used to reach conclusion.
From the above, researcher chooses, descriptive research design under conclusive
because it helps to derive valid conclusion and also conduct the research in justified manner by
defining aim that is to analyse the influence of innovation upon consumer behaviours.
Research type: It refers to the choice made by the researcher that whether researcher
needs the report in number or in words. There are two types of Research Choice Qualitative and
Quantitative. Quantitative includes the quantitative data which is in form of numbers, whereas,
qualitative research consists of information that are published previously (Poncin and Mimoun,
2014). In the formation of report, both the type of research is important but researcher will use
qualitative research because it provides quality data about the topic.
Data collection: For collecting accurate data about the impact of innovation on consumer
behaviour, there are basically two form of data collection which name is primary and secondary.
Under primary source, questionnaire will be applied to gather reliable and proper information
about the topic. In case of secondary data, Books, journals, publication research, articles and
many other relevant sources are used to accumulate in-depth information about the research
(Stock, von Hippel and Gillert, 2016). According to the topic, secondary research will be applied
because it will help a researcher to gather in-depth and detail information about the influence of
innovation on consumer behaviour within automotive industry.
It is the way through which researcher collect or gather the information in order to meet
the aim of the research. There are two types of data collection methods which are used by the
researcher during the research such that primary data collection method in which researcher uses
questionnaire to collect first hand methods to determine the impact of innovation upon consumer
(Thuries and Gillet, 2016). Further, the another type of data collection is secondary data
collection methods which is also used by the researcher, in which researcher gather the data
which are already published in articles, newspaper and books. Therefore, the research used this
data in literature section to attain the aim in defined way. Moreover, these data collection
methods help the researcher to meet the aims and objectives in better way and conduct the
research in more defined manner.
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Data Analysis: The data analysis in secondary research will be completed with the
assistance of thematic analysis. It is considered one of the essential and effective method and in
which, different number of themes are made on each question which will assist in carrying out
research effectively (Thakur and Srivastava, 2015). It will also support an investigator in
minutely analysing response from respondents about the impact on innovation on their
behaviour.
it is the process which is used to evaluate the data in order to use the statistical tool so
that it will support the researcher to analyse the data in better way and it also help in taking better
better decision. This research is based upon qualitative data analysis in which questionnaire is
used to interpret the outcomes (Mihas, 2019). There are different types of data analysis such that
descriptive data analysis, diagnostic data analysis and predictive analysis. But research uses data
analysis in order to critically determine the response so that it will help to attain the aim and
objectives in better manner.
Among all, researcher chooses thematic data analysis under descriptive because it helps
to determine exact conclusion and also help to attain the aim that is to analyse the influence of
innovation upon consumer behaviours in precise manner.
Sampling: It is the process which is used to determine the number of observation out of
the large population and it is analysed that due to large number of population, it is not possible to
select all in order to determine the exact result. That is why, researcher chooses specific number
of person that helps to attain the aim and objectives (Etikan, Musa and Alkassim, 2016). There
are two types of sampling such that probability in which each member has equal chance to take
part in the research and non- probability in which the sample group is selected in order to attain
the aim and objectives.
From the above, researcher chooses, simple random sampling method under probability
sampling in which researcher select 30 managers of Land Rover so that it will help to attain the
aim that is to analyse the influence of innovation upon consumer behaviours in precise manner.
Ethical Consideration: Research has to follow all the ethics that helps to complete the
research in better manner such that:
 There should not be any harm to the respondents and also maintain the dignity as well as
respect.
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 Further, the confidentiality should be maintain so that no personal data are leaked.'
 There should be proper communication so that it will help to complete the aim and
objectives in better manner (Harriss and Atkinson, 2015).
 The entire work should be done with honesty as well as transparency and there should be
any misleading the information.
 The primary data should be collected without bias and the protection of privacy of the
research should be maintained to attain the aim in better way,
4.2 Rationale
Main reason behind choosing all research method is to collect accurate and reliable data
about the topic. In order to address all research questions and objectives, there are different
research methods such as qualitative and quantitative research, primary and secondary research,
research approach, research design, sampling and many other relevant equipment’s are used by
researcher. Thus, all these are essential and significance for investigator to accumulate accurate
and valid data about the study (Wu and Chen, 2014). Therefore, with the help of these methods
researcher is able to collect data from respondents about the influence of innovation on customer
behaviour in automotive industry. Therefore, descriptive design, qualitative research and
secondary research are essential for researcher to achieve research aim by collecting accurate
data about the study. For this researcher alternative research method is case study which will
provide accurate and in-depth data about the field of study.
5.0 Access to Data and Research Ethics
In order to access data, there are mainly two types of data sources which name is primary
and secondary. According to the topic, secondary research is used to access data about the topic.
Research ethics incudes three main principles such as informed consent, anonymity and
confidentiality. All these principles should be followed by researcher because without this they
cannot complete each activities of study in accurate and systematic manner (Evanschitzky and et.
al., 2015). Thus, it will help an investigator to achieve better results within predetermined time
duration. Therefore, ethics in research is most useful and valuable for investigator to do all
activities of tasks in appropriate way. In order to implicate ethics in work is more essential and
important for researcher to complete research in effective manner.
6.0 Limitations
Qualitative and quantitative are identify as an effective research strategy used by
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researcher to gather information in form of quality, numbers and facts. Qualitative research will
be more suitable for given topic, but there is some limitation such as time, Formulation of
research aims and objectives, Implementation of data collection method, Sample size, Lack of
previous studies in the research area and Scope of discussions. Thus, all these are major
limitation which highly impact on researcher while completing each activities of research in
systematic and effective manner (Ferreira, da Rocha and da Silva, 2014). in order to manage all
limitation, researcher or organisation should use proper communication channels, time strategies
etc. All these techniques will help them in overcoming all issues in effective manner.
Findings/ Results
Theme- 1
What are the major types of innovation in automotive industry?
Driverless cars 20
On Board diagnostics 10
Theme-2
Do you think innovation affect on automotive industry
Yes 15
No 15
Theme-3
What are the recent innovations implemented by Land Rover?
Aluminium Design 18
Ingenium engines 12
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Theme- 4
Do you think that innovation within automotive industry will influence customer
behaviour
Yes 20
No 10
Theme- 5
Do you think innovation is essential for business growth?
Yes 19
No 11
Theme- 6
Do you think that innovation within automotive sector bring challenges?
Yes 15
No 15
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Theme- 7
What is the major issue faced by automotive industry due to innovation?
Potential risk and opportunities 20
Balance demands of technology or
innovation
10
17

Theme- 8
Do you think that increase in profit margin is associated with innovation in sector?
Yes 10
No 20
Theme-9
Do you think innovation can help Land Rover in achieving competitive advantage in
automotive industry?
Yes 15
No 15
Theme-10
What are skills required by employees in the company to implement innovation?
Technical skills 10
Decision making skills 5
Creative thinking 15
Theme-11
What you recommend Land Rover for further innovations within its business structure?
Production electric vehicle 5
Mass produced hybrid cars 15
Stop and start technology within cars 10
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Evaluation or analysis of results
1. Interpretation- Innovation is defined as the procedure that includes multiple functions
and activities to uncover new ways to do things. It usually refers to changing process or
creating effective products, ideas and processes (De Medeiros, Ribeiro and Cortimiglia,
2014). For automotive industry it could mean implementing new things or ideas and
creating dynamic cars or improve existing product structure. According to 20 employees,
driverless cars is different type of innovation within automotive industry, it grab the eye
of customers as well as other peoples. Organizations within this sector will develop
autonomous vehicles. Self driving cars is one of the technology that has been used by
automotive industry. 10 peoples think that on board diagnostics is one of the different
type of innovation in which customers easily considered speed, fuel system and other
functions of cars.
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2. Interpretation- Innovation in automotive industry affect its overall businesses as well as
companies working under it since for so long. Accordant to 15 peoples innovation effect
automotive industry as well as its financial performance. With the help of innovation and
creative techniques sector can be able to perform better and increase profitability.
Innovation contribute to grow business and provide benefits to generate revenue. As
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suited from above innovation is essential within automotive industry because many
peoples needed new and different kinds of techniques and services within car structures.
Along with this interpretation (Dechezleprêtre and Glachant, 2014), 15 respondents think
that innovation do not effect automotive industry and their business, they believe that it
bring challenges and create issues which is essential to solve as soon as possible.
21

3. Interpretation- Land rover is the luxury car brand that specialises in four wheel driver
vehicles. According to 18 peoples recently organization do some innovation, they created
the revolutionary way of building or creating vehicles from aluminium, one that creates
the chassis that is essentially lighter, stiffer and stronger than their steel equivalent.
Aluminium makes its vehicle great to drive on road and stiffness also offer class leading
off road abilities. But on the other side 12 peoples think that ingenium engines is recent
innovation of Land Rover company in which they develop the new range of 4 cylinder
petrol engines that provide up to 300PS. This type of petrol engines deliver the 15 percent
improvement in fuel economy over before generation engines whilst new twin turbo 4
cylinder diesel engines supply an outstanding 500NM of torque and 240 PS.
22

4. Interpretation- there are several tactics and strategic plans that organization influence
customer behaviour and increases its profit of purchase. 20 peoples think that innovation
will affect clients behaviour positively (Jean, Sinkovics and Hiebaum, 2014). Due to
innovation and creative products company can be able to drive customers towards them,
production department work according to clients needs which forced them to drive
towards purchases. Innovation allows business to include more values, improve services
or quality of products which is beneficial for both company and peoples. But on the other
side 10 respondent believe that innovation will affect consumer behaviour but on
negative which directly make negative impact on automotive industry financial
performance. If company do not provide appropriate quality accordant to customers
needs they are unable to retain all of them for long time.
5. Interpretation- Innovation is the concept of developing new things and improve the
current ones. It catalyst for success and growth of business, accordant to 19 employees
innovation is very important for business it helps to adopt and grow business in
23

marketplace. Innovation change the whole business structure and provide opportunities to
achieve organizational desired goals and objectives (Zimmermann, DF Ferreira and
Carrizo Moreira, 2016). With the help of innovation within company they can be able to
deliver better services or products to its customers. Innovation or creativity is applicable
for production department, ways of designing cars and methods of management. 10
peoples think that innovation is important but not much rather than the operations.
Company need to focuses on price of products and used different types of pricing
strategies which help to attract customers the most.
24

6. Interpretation- Accordant to 15 worker within Land Rover organization think that
innovation concept bring challenges for company as well as its range of operations.
According to them due to innovation firm invest a lot of money in order to crate some
thing new or different, but without appropriate plan they do not accomplish aim and
objectives of business. It directly affect financial performance and profitability which
drive company towards several crises. Out of 30, 15 peoples think that innovation do not
25

bring or create any challenges, in fact they think that this concept is very effective and
essential for business progress and make them able to garb the attention of customers.
26

7. Interpretation- for automotive industry, potential risk and opportunity is the only issue
which faced by sector which influence its business growth and profitability. Accordant to
20 employees last 2 years this sector face several issues or risk associated with
innovation. Due to lack of skilled labour and experienced person, automotive industry
survive a lot, they cannot be able to design cars and include features according to
customers needs that might be decrease its consumer base and they do not grab the
competitive benefits rather than the other sector. 10 peoples think that balance of
technology and innovation is one of the major issue faced by automotive industry as
whole businesses structure. They try to balance or managed technology and work
according to current ones.
27

8. Interpretation- according to 10 workers if automotive industry implement innovation in
business within effective and suitable ways they can be able to increase profit margin.
With the help of creativity or innovation automotive sector improve structure of its
current products which help to increase productivity (Brem, Nylund and Schuster, 2016).
Innovation enables issues solving and gives creative insights that permit business to look
at things from the several perspective, regardless of whether they developing new
vehicles, finding the original way or freshing strategy. Innovation approach increase
profitability and generate revenues of business effectively. On the other hand 20 peoples
think that innovation do not increases profit margin, they only create issues when is not
has been implemented perfectly.
28

9. Interpretation- Accordant to 15 employee Land Rover firm achieve competitive
advantages or benefits along with innovation. Innovation and creativity improved brand
value and recognition. It can be said that innovation is one of the business driver that
allows organization to adapt to change. Between competitive environment within
automotive industry, Land Rover need to achieve it and try to beat its competitors.
Innovation concept help to create new things and allow business to so some change in its
existing product structure which is beneficial for business success and growth. But on the
other hand 15 peoples think that innovation do not help to achieve competitive
advantages.
29

10. Interpretation- According to 10 peoples technicals skills is required within Land Rover
company in order to implement innovation. Without technical skills workers cannot be
able to work along with current technologies and enable to solve technical issues while
designing cars structures. On the other side accordant to 5 staff members decision making
skills is needed than the others as working in company to implement innovation. With the
help of appropriate decision and plans they can be able to adopt innovation (Liao, Hu
and Ding, 2017). 15 workers think that creative thinking is essential and most needed
skills.
30

31

11. Interpretation- 5 peoples recommend Land Rover to implement innovation like
production electric vehicle for future business growth, it is beneficial for business and
drive customers towards them. EV1 is one of the most significant automotive related
invention, it has the long charging times and short range. 15 workers recommend mass
produced hybrid cars, it practicality or efficiency ratio cannot be beaten by anything else
on road. 10 employees suggest Land Rover to adopt stop and start technology as
innovation. It is the simple or easy action of stopping car by pushing down brake and
then start it up again when pushing down accelerator.
CONCLUSION-
From above its has been concluded that innovation will affect automotive industry and
Land Rover company as well. It provide many benefits to them along with certain risks that
directly affect business progress and success in marketplace. In this research project researcher
will used different types of methods in order to provide better outcomes which is useful and
essential for final conclusion based topic like influence of innovation upon customer behaviour
in automotive sector. With the help of data analysis and summative research evaluation
techniques it is easy to give appropriate finding in conclusion. Furthermore, it has been
summarized that innovation drive change in clients behaviour.
Recommendations-
Innovation in businesses is essential and significant as it help to achieve competitive
benefits. It is recommended to Land Rover for implement innovation in its business structure,
they need to add some new features according to current market trends, which allows them to
increase profitability and productivity than before. Radar based cruise control is one of of the
recent innovation, it allow customers to maintain safe distance behind cars in front, even if
vehicle changed their pace. It is the jumping off stage for autonomous driving program that is
being introduced to peoples today as well as to pre collision safety programs. Another
recommendation for organization related to innovation is rear view back up camera. It is an new
idea, production prepare or add rear view camera which enables peoples to look back and safely
drive vehicle at park.
32

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Questionnaire-
 What are the major types of innovation in automotive industry?
◦ Driverless cars
◦ On Board diagnostics
 Do you think innovation affect on automotive industry?
◦ Yes
◦ No
 What are the recent innovations implemented by Land Rover?
◦ Aluminium Design
◦ Ingenium engines
 Do you think that innovation within automotive industry will influence customer
behaviour?
◦ Yes
◦ No
 Do you think innovation is essential for business growth?
◦ Yes
◦ No
 Do you think that innovation within automotive sector bring challenges?
◦ Yes
◦ No
 What is the major issue faced by automotive industry due to innovation?
◦ Potential risk and opportunities
◦ Balance demands of technology or innovation
 Do you think that increase in profit margin is associated with innovation in sector?
◦ Yes
◦ No
 Do you think innovation can help Land Rover in achieving competitive advantage in
automotive industry?
◦ Yes
◦ No
 What are skills required by employees in the company to implement innovation?
36

◦ Technical skills
◦ Decision making skills
◦ Creative thinking
 What you recommend Land Rover for further innovations within its business structure?
◦ Production electric vehicle
◦ Mass produced hybrid cars
◦ Stop and start technology within cars
37

Ethical form
SECTION 1: PERSONAL
DETAILS & DECLARATION
Please complete the header with
your name and Department
Name:
Student number:
UR email address:
Programme of Study:
Supervisor:
STUDENT’S SIGNATURE
I confirm that this submission
accords with the University Code
of Conduct and that all information
supplied on this form is correct
Student’s Signature:
Please use an electronic signature or type your name
Date:
SECTION 2: SUPERVISOR’S
APPROVAL
Dissertation supervisors, please:
 scrutinise the Ethics Application
and all participant-facing
documentation
 suggest and check any
changes which need making
before your final approval
Please tick the box to confirm that
you have approved the application as
ethically sound,
38

and the participant-facing
documentation as appropriate
SUPERVISOR’S SIGNATURE
Signature:
Please use an electronic signature or type your name
Print name:
Date:
SECTION 3: PROJECT DETAILS
Title of project:
(should be the same as on participant-facing documentation)
Proposed start
date:
Duration:
Purpose of the proposed investigation (max 500 words):
This section should include the material which outlines the rationale for the project, i.e. why this
study needs to be done. This should be done in a way that is both accessible and scholarly, i.e. have
proper cited sources.
One of the rationale for selecting the specific topic for investigation is to accumulate the
relevant facts about the effect of innovation in Automotive industry on the consumer. In
addition to this by performing investigation on particular topic researcher want to develop
the understanding about the consumer behaviour. Researcher also intends to gain knowledge
about the way innovation influence consumer behaviour. In addition to this, by performing
the investigation on particular topic researcher intends to develop the understanding about
the concept of innovation ion relation to automotive industry. The main reason for
facilitating investigation on particular topic is to analyse the significance of innovation in
specific industry.
`By conducting the investigation on particular topic researcher intends to get answer stoi
39

various research questions.
Outline of the project:
This section should include the details of the research methods i.e. what will be done and how.
Please start by giving a brief summary (one paragraph) including how many participants there are
likely to be, where the research will take place and an indication of how long participation will take for
each section (interviews, questionnaires etc.) and in total.
Research approach : Deductive research approach has been applied by researcher in present
study as specific research approach provides them an ease in grouping the data.
Research paradigm : It is the first layer in research onion. Interpretive research philosophy
has been applied by researcher in present investigation. Such research paradigm has been
applied by investigator as it provides them an ease in organising the information in more
logical manner.
Research design : Descriptive research design has been applied by investigator in present
study . Particular research design has been applied as it assist investigator in reaching to
conclusion.
Research type : Researcher has performed the qualitative research in order to collect ,
analyse and interpret ate data related to the topic. Specific type of investigation has been
executed by researcher because it provides them an ease in accumulation of facts related to
subject.
Data Collection: It is the process of collecting the relevant information from all the relevant
source to find out the solution of the problem. There are mainly two type of the data
collection method i.e. Primary Data Collection Methods and Secondary Data Collection
Methods. Primary Data collection method includes the sources which provides the data for
the first time. Generally this method include the source like survey or interview. Secondary
Data collection method include the data which has been already published in the market,
main source of this data is the books, report and magazines. This report uses the data
collected from both the source. Questionnaire is the technique which is utilised by
40

researcher in present study for collection of the primary information. In relation to present
study, books, journal, magazine, online articles will be used as source for collection of the
secondary data. Both the sources has been utilized by investigator in present study for
collecting the detailed information related to the subject.
Data Analysis: It is the process of interpreting the information in the correct way to resolve
the problem. There are mainly two type of the data analysis method i.e. Qualitative data
analysis and Quantitative data analysis. Qualitative data analysis includes the interoperation
and the analysis of the data which are presented in form of the words, observations, pictures,
and symbols. At the same time Quantitative data analysis includes the interoperation and the
analysis on the information which was presented in the numeric data. This report uses
Qualitative data analysis method to analysis the information in the project.
You should attach all the research instruments you are planning to use in your
research, e.g. interview questionnaire, online questionnaire template, etc. These
should be checked by your supervisor prior to Ethics application approval)
Please confirm that
1) you have attached all research instruments you intend to use, and
2) you will notify your supervisor of any major changes.
YES
41

SECTION 4: ETHICS ISSUES
Ethical issues raised by the project and how these will be addressed:
Points that should be considered include:
 Participants and consent
 Confidentiality and anonymity
 Right to withdrawal
 Deception
 Permissions from organisations involved
 Whether any vulnerable populations are involved (including under 18s) (also see Section 6)
This section should have some comment and not left blank.
The three crucial principles of ethics in relation to research are consent, informed,
confidentiality and anonymity. In relation to the present investigation all the principles are
followed by investigator. Special software has been sued for storing of information and
maintaining confidentiality of data. Investigator has got the written consent form signed by
the participants before staring collection of data.
SECTION 5: HEALTH & SAFETY ISSUES
Health & safety issues raised by the project, including any risks to participants and/or
researcher and sole working. Think of hazards, who can be harmed, how can
someone be harmed, number of people affected, what are the consequences, what
are the existing or possible control measures.
You should clearly indicate how these H&S issues will be addressed. This section
should have some comment and not left blank.
 Please discuss these with your Supervisor, who should contact the Head of Health & Safety if
necessary.
42

There are high chances that participants can get harm when they are called up for meeting at
place where there is great crowd. In relation to the present study, investigator will organize
meeting at such place where there is less crowd. In addition to this, there is high risk that
some participants might be threatened by other person researcher will provide protection as
well as safety to those people.
43