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Factors Affecting the Buying Behavior and Decision Making

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Added on  2020-02-05

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RESEARCH PROPOSAL1
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TABLE OF CONTENTSSECTION I. INTRODUCTION......................................................................................................31.1 INTRODUCTION............................................................................................................31.2 RESEARCH BACKGROUND........................................................................................31.3 AIM AND OBJECTIVES................................................................................................4SECTION II: LITERATURE REVIEW..........................................................................................42.1 Social media and tourism.................................................................................................42.2 Social media as a marketing channel to communicate with the customers......................52.3 Factors affecting the buying behaviour and decision making .........................................62.4 Social media marketing to develop communication strategy and impact the decision makingof the customers......................................................................................................................6Section III Methodological Framework...........................................................................................73.1 Research philosophy.........................................................................................................73.2 Research approach............................................................................................................73.3 Research strategy..............................................................................................................73.4 Data collection .................................................................................................................83.5 Sampling ..........................................................................................................................83.6 Data analysis.....................................................................................................................9Section IV Planning and Critical Analysis......................................................................................94.1 Time plan .........................................................................................................................94.2 Ethical considerations.....................................................................................................104.3 Anticipated challenges....................................................................................................11REFERENCES .............................................................................................................................122
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SECTION I. INTRODUCTION1.1 IntroductionPurposeThe purpose of conducting research is to evaluate the impact of social media marketing onthe decision making of consumers regarding destination marketing. With the help of research,interest of consumers in leisure tourism can be analysed. The study will enlighten the use of socialmedia for promoting a particular tourist destination. This research will find an extent to which theimplications of social media on leisure tourism is useful. Behaviour of consumers can also beanalysed towards the online promotional techniques. Topic areaArea where the research is going to be conducted is role of social media marketing inleisure tourism. The use of online promotional techniques help in understanding the buyingbehaviour of consumers. Variety of tourist attractions of London have been taken intoconsideration for research. However, it will help in finding out different tourist attractions.1.2 Research backgroundBackgroundAdvancement of technology has invented various communication techniques throughwhich better relations can be maintained with customers and clients. Earlier, social media wasconsidered as a means of interaction with friends and family. But nowadays, it has become auseful mode of promotion where one can market its new products. However, using this tool willhelp in knowing the demands and interests of customers. With the help of online promotion, largenumber of people may get attracted and transparency can be maintained as well (Ceron andMemoli, 2016).RationaleDevelopment of communication and technology leads to increase in competition amongthe sellers. They focus on various techniques through which they can attract customers. Earlier,there was no source of information that can be used by the target market. But now, customershave become smarter and thus, they may get detailed information at one click. There is a big gapbetween earlier used and present techniques. In the previous time, to find out the tourist places in3
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London, books and maps were preferred. But now, with the help of social media, it is easilyaccessible. Gap in literature related to the interest of tourists towards leisure tourist attractions inLondon area.1.3 Aim and objectivesAimAim of conducting this research is to know the effect of using social media for destinationmarketing. Focus is on the behaviour of consumers towards travel decisions. It can also analysethe effectiveness of social media to promote a tourist destination in London (Chawla, ed., 2016).ObjectivesThe objective of this research is to evaluate:1.The use of social media marking in promotion of tourist destinations in London.2.To find out the strategies and techniques that can be used to enhance the value of Londontourism. 3.To know the tastes and preferences of customers and their interest towards tourism. 4.To study the theoretical aspect of social media and consumer buying behaviour.Research Questions1.What is the use of social media in communicating with the customers as a mode ofmarketing?2.What is the impact of social media on consumer behaviour?3.Which are the factors affecting buying behaviour of London tourists?4.What is the use of social media in developing communication strategy and effect ofdecision making on customers.SECTION II: LITERATURE REVIEW2.1 Social media and tourismSocial media plays an important role in the marketing of various tourist locations in UK.Tourism sites help in providing crucial information by sharing photos, videos and blogging. Byaccessing these sites, customers can take a piece of information about their desired destinations.Generally, these sites provide an option of feedbacks and queries through which one can get4
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