Business research Methodology Research 2022

Running head: BUSINESS RESEARCH METHODOLOGY
Business research Methodology
Name of student
Name of University
Author note

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Table of Contents
Section 1.....................................................................................................................................3
1.0 Developed description of the researchable topic..............................................................3
Section 1000...............................................................................................................................3
2.0 Aim of the research..........................................................................................................3
2.1 Research objectives..........................................................................................................3
2.2 Research Questions..........................................................................................................4
2.3 Research background........................................................................................................4
Section 3.....................................................................................................................................5
Artificial Intelligence technology and related theories and models.......................................5
The impact of AI technology on the consumers.....................................................................7
Section 4.....................................................................................................................................8
References..................................................................................................................................8

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Title: The effect of Artificial Intelligence (A.I) on consumers in the car industry Nissan
Section 1
1.0 Developed description of the researchable topic
The research highlights the importance of using Artificial Intelligence or AI
technology to the car industry and creating a significant impact on the consumers for driving
sales and profitability in business. The car manufacturing company named Nissan has been
considered as the case study here. The basic motive of the research topic is to find out how
the use of this AI technology can win the minds of the people who are intended to purchase
cars. The AI technology can directly impact the sales and marketing as well as design the cars
with the help of this technology for meeting the changing demands of customers regarding
ever more features packed cars (Tian, Chin and Karg 2016). The marketing and sales
activities have been integrated via AI, which has helped in utilisation of rapidly expanding
data and information and even personalised the sales efforts for the purpose of cross selling to
the clients. The forecasting of sales could be done more efficiently with the help of this
technology enabled automation procedure and also the product configurations, allocation of
socks and after sales operations would be managed much comprehensively. This kind of
technology has also the ability to resolve issues related to robotics, computer vision and
machine learning, thereby, ensures making effective decisions and allow human decision
makers to provide support at the same time (Ab Rahman, Hamid and Chin 2017). This will
boost the designing and quality of products and can easily provide better features, which can
create positive mind sets among the customers and influence their buying behaviours too.
Thus, it could be believed that the use of Artificial Intelligence or AI has created a good
effect on the consumers of Nissan within the car manufacturing industry of Australia.

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Not only does the car designing will be enhanced, but also the marketing and sales
activities can be influenced with the use of Artificial Intelligence technology in the car
manufacturing industry. AI is considered as a core component of the future proofing
technology, which carries the ability to deploy the AI technology in the automotive marketing
and sales, thereby, explore the new scopes and opportunities to target the new market
segments comprehensively (Lamberton, Brigo and Hoy 2017). The integration of AI into the
sales within the automotive industry would also help in automation of lead management
activities, thereby drive in more customers towards the company and ensure cross selling
activities too all through the cycle of car production. The AI technology can even be
embedded in the post sales services to optimise the after sales operations though constant
support provided to the customers’ queries through use of chat bots and virtual assistants.
This would ensure greater customers’ efficiency and raise the bar for excellence in the car
production and delivery processes within the concerned industry (Ranjan 2017).
Section 2
2.0 Aim of the research
The research aims to find out the effect caused by using Artificial Intelligence on the
consumers within the car industry of Nissan
2.1 Research objectives
 To identify the impact created with the utilisation of Artificial Intelligence on the
people who wants to make purchase of Nissan cars
 To evaluate various approaches that have brought significant impact through
integration with Artificial Intelligence Technology or AI

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 To assess how with the use of this technology, the company can manage to lure
the customers through better features and designing in the cars manufactured
within the industry
 To recommend probable measures by which the company can manage to keep
influencing the customers’ buying behaviours and spread better brand awareness
within the marketplace
2.2 Research Questions
 What can be the probable impact caused by using the Artificial Intelligence
technology of the people who want to buy new cars?
 How can the various functions and business processes be affected with the utilisation
of this Artificial Intelligence technology within the car industry?
 Does the AI usage provides better automation process along with ease of designing
and production of cars within the marketplace?
 What are the various measures recommended for improving the mind sets of
customers about the technology and how its usage by Nissan has revolutionized the
car production process at present?
2.3 Research background
The background of the research focus is on how the use of Artificial Intelligence
technology or AI can benefit the businesses like Nissan within the car industry to create a
great transformation as well as influence the buying behaviours of customers. Considering
the fact that the car industry has become very competitive with the presence of numerous car
manufacturing companies, there is need to implement change, whether it is in the design
features or in terms of performance, change is evitable (Leng et al. 2015). The human effort
put during the production process is much more, which require consistent support from
advanced technologies supported by robotics technology. With the human actions, the

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production process might be quite time consuming and the production could be lowered at
times too. It has often been found that a huge amount of effort is put to design a new car or
even modify an existing vehicle and furthermore this situation alleviates with the consumers’
increased demands for cars that are packed with great features to offer a better driving
experience (Kammerl et al. 2016). To manage data processing, computer systems tend to
bring more accuracy and at the same time, can handle huge amount of data and information
along with maintaining high level of precision that are beyond the skills and capabilities of
human beings even sometimes.
The background for the focus of the research has been centred on the various
standards that are managed properly with the integration of Artificial Intelligence technology
or AI and this would ensure better decision making too. The use of Artificial Intelligence
technology has to be considered as a human designer with integrated technology that can
achieve the similar kind of production of cars at a much faster pace and with limited usage of
resources too with much more accuracy and precision (Ooi 2019). The business organisation
Nissan is a global car manufacturer and it has first introduced the use of this technology in
their cars, though still it has been in the testing phase as a design. The issues that have
emerged till no have been slowly resolved with use of Artificial Intelligence technology and
the prototype can allow for designing cars much easily though with the consideration of new
safety specs, robotics technology used and also the Basic features (Körner, Landhäußer and
Tichy 2014). The research background highlights the importance of this technology usage
and how it can allow the business to improve the car efficiency, easily draw the attention of
customers and encourage higher sales revenue too.
Considering the fact that emphasis has been put on the effect of using Artificial
Intelligence technology on the consumers, it is to be believed that AI can transform the entire
car industry and also help to keep up with the changing demands and expectations of the

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customers much comprehensively. This will not only allow for gaining better benefits, but
can even facilitate the process of decision making, thereby, allow to manage production of
cars of good quality and safety standards maintained (Lugano 2017). In terms of sales and
marketing by the businesses as well, the emerging trends have been forecasting, automation
process and also personalisation, which shall be beneficial for building capabilities and at the
same time, assist the human decision makers to adapt to the new data concepts. The
personalised services and marketing activities would boost the sales generation with the help
of spreading awareness among the clients regarding the latest technology usage, furthermore,
tailor to the needs of different market segments and individuals with ease and efficiency (de
Jong and Stracke 2014). All these factors are necessary for building the brand and even
present a positive brand image among the customers’ minds to influence their buying
behaviours and encourage purchasing decisions too. With the AI, the car industry has also
focused on the automotive application of this technology to build driverless cars and also
provided that excellent spark in the car that could give the body the right mind set to make
the car a better product manufactured by the brand (Brynjolfsson, Rock and Syverson 2017).
Section 3
Artificial Intelligence technology and related theories and models
According to Vladeck (2014), the artificial intelligence is considered as an important
technology that has supported both the economic scopes and opportunities as well as the
social life through contribution to sustainable growth and also allowed for resolving the
issues experienced within the automotive industry. The AI system has helped in creating
growth for the organisation and at the same time, facilitated the information and
communication technology required to excel in terms of designing and pattern thinking of the
cars manufactured and also helped in developing the concept of intelligence cognition as well
as facilitated the learning management experience (Vladeck 2014). This has also helped on

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automatic driving as well as better safety and precision for the cars, which often easily cater
to the needs of clients at present, who have been aiming to buy new cars. Cheng et al. (2016)
argued that these systems are not applicable for functions where empathy and emotional
intelligence are required, rather it focuses more on the production and manufacturing
processes, which could be faster, sharper, stronger and better. Within the automobile sector,
at present, the vehicles have become a lot more sophisticated and also consist of high
performing engines, embedded on board technology on the wheels have further improved the
driving capability of the drivers as well as ensured automation of functions and processes
effectively too (Cheng et al. 2016). The impact of automotive technology is immense, which
has been integrated with the Internet of Things or IoT to offer a seamless experience for the
car enthusiasts and has been aimed at transforming the entire car industry through better
logistics and transportation services better safety features integrated in the vehicles too.
The McKinsey Auto 2030 market model is one such model used within the car
industry nowadays for the purpose of testing development and provide better features
including the autonomous driving experience, better connectivity, shared mobility as well as
electrification. Based on this model, the entire car industry has been benefited with the use of
Artificial Intelligence technology and thus has also been a trend setter for prioritising on the
sales and marketing efforts put forward by the business to influence the buying behaviours
and purchasing decisions made by the customers (Li et al. 2017). The AI has been put to use
by the car manufacturers nowadays for the purpose of making the car built in such a manner
that it could learn human behaviours and ensure stimulus to react to driving conditions just
like a human being could do. The auto sensory experience could also be integrated with the
use of Artificial Intelligence technology for forecasting the weather conditions, inspect the
road issues and other factors like passing another car or even turning around whenever
required so as to make place to the driverless cars to be introduced in the market (Etzioni and

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Etzioni 2017). On the contrary, Dhall and Solanki (2017) mentioned a major aspect that the
errors committed by human beings are much higher when compared to the use of machines
and this errors could further be minimised with the use of Artificial Intelligence technology,
which could also provide better safety features along with automatic braking system,
collision avoidance system and alerts during high speed cruising at roads. The AI usage is
also subjected to work as virtual assistant to the driver, which could benefit the driver and
also offer a seamless experience while driving the car on road (Dhall and Solanki 2017).
According to the Dirican (2015), the motivation need theory has also focused the
actions undertaken by people based on their fulfilment of needs and according to the various
levels of priority including the psychological needs, safety needs, love, esteem, self-
actualisation needs. Based on the theory, the businesses have integrated this technology to
provide some extensive features that are not managed by human beings until now and this has
created greater awareness about the cars among the people too (Dirican 2015). To facilitate
this experience, the theory used by the car manufacturers also allowed to keep the customers
engaged and motivated, thereby allowed them to prioritise on the needs for purchases by
sending their needs or urgency at different levels. The car manufacturing companies’
marketers have used this theory fir developing the artificial needs for the customers and
highlighted the extensive features such as safety features, post sales services, security
features, etc., which could create a positive mind set among the customers, thereby, influence
them to make expenditure on the luxury car as they know the importance of adequate safety
features that must be included in a car for offering better security and safety to the driver as
well as the fellow passengers (Goodall 2014). With these vast features that could be enabled
with the use of this advanced technology, the car manufacturing and production companies
have managed to create a sustainable position and still finding out new scopes and

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opportunities to acquire more customers for higher revenue generation and for the purpose of
attainment of competitive advantage in business (Chung and Kim 2016).
Its usage within the automotive industry
The use of Artificial Intelligence technology has brought huge improvements for the
business organisations nowadays and this has been a revolutionary approach to car
manufacturing and production too. Not only the car designing and car production cycle have
been improved, but also the sale and marketing activities have tend to bring positive
outcomes for the automotive industry. With the help of this technology, the car design and
safety features along with responding to the human driver while driving on roads have
improved, which has created ease and convenience for the driver as well as for the
passengers. As stated by Waibel et al. (2017), with the changing demands and expectations of
customers within the marketplace, the car manufacturing companies have constantly came up
with something new for introducing new age cars that are feature packed as well as delivers
better performance in terms of agility and safety too. With the needs of customers being
fulfilled, there would be more scopes and opportunities for the companies to introduce the
driverless cars too. Considering the statement of Kowert (2017), it has been argued that AI
does not only influence the business functions and processes through automation but also has
the ability to increase the level of connectivity and addition of new features to the cars for
delivering better numbers of benefits to the consumers (Kowert 2017). The designing and
pattern recognition for a new car to be manufactured has been brought down to little efforts
with the use of Artificial Intelligence technology and the errors have also been reduced
considerably when compared to the human made errors during the product life cycle. After
the selling of cars, the AI has been leveraged for determining different patterns of
performance data, which could also help in overcoming issues that might be faced by cars
while driving on roads, furthermore, ensure optimisation of the production process along with

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providing the highest level of safety to the consumers, which has been the priority for many
customers nowadays (Bimbraw 2015).
While the use of this technology brought several benefits for the business
organisations within the car industry, Floreano and Wood (2015) argued that with the
dependency on machine and visual assistance increased, several aspects might be
compromised on like the safety and convenience of cars in terms of affordability, which
might de-motivate the consumers from making purchase of the cars. Entirely, opposing the
statement to be true, Schellekens (2015) stated that from the perspectives of the consumers,
the AI integrated connectivity could also deliver the localised information and data,
furthermore, ease down the payment options for the customers while making payments for
the fuel, tolls and other things. The applications present in the cars would include consistent
updates of software and also the smart sensors that are required to enable sensors in case of
in-vehicle emergencies and better training programs for the fleet sessions (Schellekens 2015).
The AI enabled technology has transformed the entire car functioning through introduction of
biometrics and offered better security measures to ensure that the car starts its engine only
when a certain voice of the driver has been recognised. The driving activities should be
monitored and even provide alerts in case the sensor detects that the driver might be tired or
distracted to offer the best security features and keep the driving experience convenient and
safe all throughout. Nowadays, there has been trends across people regarding finding the best
suitable route to prevent any delay on road and ensure remaining more sceptical (Cockburn,
Henderson and Stern 2018). To avoid unnecessary traffic or road delays, the AI integrated
cars offer better assistance to driving on road by creating new routes and also allow the GPS
platform to check how the destination could be reach within quick time.

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The impact of AI technology on the consumers
The AI technology has numerous benefits such as mostly, it has created convenience
for both the drivers as well as the passengers and even prioritised on their safety and security,
which influenced a lot of buyers who are intending to make purchases of cars soon. While
Syahputra (2016) argued about how the dependency on AI technology can sometimes be
complex, de Jong and Stracke (2014), on the other hand, argued that with the online
platforms making pace in the field of marketing and sales within the car industry, the path for
making purchases of cars for the customers have also change considerably. The AI
technology has brought huge transformation with the management of digital skills of the car
manufacturing companies and created ease for the 80 percent of people who have been
associated with the online research of the car or have been making purchasing decisions
online. The fast and seamless digital experiences acquired by the customers have further
helped in tailoring the needs of people at different market segments, thereby, ensured higher
level of satisfaction among the customers along with influence on their buying behaviours too
(Körner, Landhäußer and Tichy 2014). The use of this technology has also brought positive
effects such as meeting the emerging trends within the industry through management of
autonomous driving, better connectivity as well as shared mobility. The data and information
in huge numbers are needed to be processed for understanding the needs of customers and
keep connected with their journey related to the purchase of a new car. The business
organisations have employed the AI to enable personalisation of the sales efforts and put
focus on targeting the customers at the right time during their purchase. Moreover, Lugano
(2017) also stated that the companies within the automotive industry have used the AI to
optimise the marketing and sales operations, furthermore, resulted in better configuration of
products and better allocation of stocks too and efficient after sales services. The bottom line
has also been affected on a positive note considering the fact that the programmatic

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advertising and promotional approaches have enhanced the communication process
effectiveness through better customers’ services delivery and answering their queries as well
(de Jong and Stracke 2014). Thus, the market trends would be assessed quite
comprehensively and the market growth scopes and opportunities should be exploited too,
which could ensure value creation as well as facilitate the research and development
activities, for reduction of costs associated with the business functions and processes.
Section 4
By undertaking the research project, it would be much easier and convenient for
addressing the objectives and questions of the research, furthermore, ensure accomplishment
of research goals and objectives effectively. The research question and objectives were
focused on the understanding of effects created by using Artificial Intelligence technology on
the consumer within the car industry. As stated by Lamberton, Brigo and Hoy (2017), the
project undertaken has been influenced by theories, which also helped in developing social
sciences and at the same time, investigated about the various aspects, based on which, actions
are to be undertaken. Ranjan (2017) also claimed about knowledge and information derived
from theoretical perspectives and provided greater scopes for conducting the research with
ease and effectiveness. The critical analysis of the text has fit into the investigation of the
problem and provided insight about the effect of use of AI on the consumers. The project is
clear and it has enhanced the knowledge for understanding about the effectiveness in using
AI technology for attracting the customers and to influence their buying behaviours largely
too. With the changing demands and expectations of customers along with the emerging new
players within the automobile industry, investments are to be done, as stated by Lamberton,
Brigo and Hoy (2017), to ensure improvement of digital services and also provide better car
driving experience, thereby, engage more users by providing them better safety and security
features too. The technological innovations have been possible with the management of

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better user interaction with the car and also creating an option for self-driving, which could
make people influenced as well. Moreover, the increase in automation and smart
technologies’ usage integrated with the AI technology should further boost the business
performance by allowing the company to adapt to the changing market conditions. People
wanting to purchase a car, should automatically move on to the purchase of these good
quality vehicles innovated, thereby, promote future business and economic growth (Tian,
Chin and Karg 2016). The shifting value chains to digital content have also easily grabbed the
attention of customers through effective marketing and sales efforts, thereby, assure
inclination of the consumers towards the brand much more comprehensively.
Based on the information and data presented in the literature review section
constituting the secondary information, it could be analysed with the help of a case study
involving the well-known car manufacturing company named Nissan. The case study analysis
would draw relevant information about how Nissan has managed to use AI to create a win
win situation and can acquire the customers to influence their purchasing decisions
effectively. Nissan has increased its conversion rate through use of AI and also facilitated the
machine learning to remain competitive within the entire Asian market. According to Leng et
al. (2015), with more focus being presented on purchasing cars online, the automaker has
managed to improve its digital experience with the use of this AI technology, which not only
boosted its sales but also prioritised more on machine learning and digital architecture
through limited human resources, though without compromising on its quality. The PACE
digital showroom has been a recent advent by the company with the use of AI, which assures
seamless analysis of global visitor metrics for determining both positive as well as negative
anomalies for the different market segments (Leng et al. 2015). The AI usage has also
reduced the costs of operations and assured better rate of return on investments made by the
shareholders of Nissan. From the analysis of the data and information along with the case

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study of Nisan, it is quite clear that the conversion rate has increased significantly by 900
percent and there has been consistent digital experiences all across the 190 markets that are
present in over 105 nations all over the world. This advanced technology has revolutionised
the driving experience and provided features that are unmatchable and it can easily lure
customers towards making purchase of the cars produced by Nissan with the use of Artificial
Technology at present (Kammerl et al. 2016).

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