Analysis of Digital Technology Application on Consumer Buying Behavior

This business research report examines the application of digital technology in business and its relationship with consumer buying behavior, focusing on a case study of Marriott. The report begins with an introduction, outlining the research objectives, questions, scope, and limitations, along with a literature review exploring the impact of digital marketing on consumer behavior. It delves into research methodology, including both qualitative and quantitative approaches, and discusses the key elements of research design, such as data collection and analysis. The study investigates the effectiveness of digital technology in the hospitality sector and offers recommendations for enhancing digital marketing performance to increase positive buying behavior. The report's findings provide valuable insights into how businesses can leverage digital technology to understand and influence consumer behavior, ultimately improving their marketing strategies and customer engagement. The report provides a detailed analysis of the topic and the research methodology used, which includes primary and secondary data collection methods. It also includes a timeline and action plan for the research, as well as a list of references.

BUSINESS RESEARCH
METHODS

Table of Contents
TITLE: To analyse the application of digital technology in business and its relationship with
consumer buying behaviour ............................................................................................................1
TASK 1 RESEARCH OBJECTIVES, RESEARCH QUESTIONS AND COMPREHENSIVE
LITERATURE REVIEW................................................................................................................1
CHAPTER 1....................................................................................................................................1
Background ............................................................................................................................1
Rationale.................................................................................................................................1
Research aim..........................................................................................................................1
Research objectives................................................................................................................1
Research questions.................................................................................................................1
Scope of the study..................................................................................................................2
Research limitation.................................................................................................................2
Significance of the study........................................................................................................2
CHAPTER 2....................................................................................................................................2
Formulate and state the research objectives...........................................................................2
Research questions.................................................................................................................3
Seven ways to write research paper........................................................................................3
TASK 2 RESEARCH METHODOLOGY OR DESIGN................................................................4
CHAPTER 3....................................................................................................................................4
Research methodology...........................................................................................................4
Literature review....................................................................................................................4
Key elements of the research design......................................................................................7
Time line action plan..............................................................................................................7
Procedures and findings.........................................................................................................8
REFERENCES..............................................................................................................................10

TITLE: To analyse the application of digital technology in business and its
relationship with consumer buying behaviour – a case study on Marriott.
TASK 1 RESEARCH OBJECTIVES, RESEARCH QUESTIONS AND
COMPREHENSIVE LITERATURE REVIEW
CHAPTER 1
Background
Digital technology begun with the essential elements of the company that create high
growth and productivity at workplace. It inevitably creates effect on the global, regional,
national, etc. economies. With the help of implementing digital technology at workplace,
enterprise has benefits to identify consumer buying behaviour (Sekaran and Bougie, 2016).
Rationale
In respect to carry out the present research, main aim of the researcher is to identify
impact on the digital marketing on consumer buying behaviour. This is because every person
required high-quality products and services at less price. Hence, it is the crucial platform in
which information will be collected regarding customers (Greener and Martelli, 2015).
Research aim
Aim: “To analyse the application of digital technology in business and its relationship with
consumer buying behaviour – A Case Study On Marriott Hotel”.
Research objectives
 To identify application of digital technology in consumer buying behaviour perspective.
 To assess the elements which create impact on consumer buying behaviours in Marriott.
 To determine effectiveness of interrelationship of digital technology and consumer
buying behaviours in hospitality sector.
 To recommend ways which enhance digital-marketing performance to increase positive
buying behaviour of customers.
Research questions
 What is concept of digital technology in consumer buying behaviour perspective?
 What are the elements which create impact on consumer buying behaviours in Marriott?
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 What are the effectiveness of interrelationship of digital technology and consumer buying
behaviours in hospitality sector?
 What are the recommendations for enhancing digital-marketing performance to increase
positive buying behaviour of customers?
Scope of the study
The term digital marketing is the effective element that is increasing traditional methods
of the marketing activities. In this regard, scope presenting as the digital media which works to
determine that there is fast medium of the communication that increasing effectiveness. Digital
marketing boosting outcomes of Marriott to operate their activities. Hence, it is driven to the
marketing and operate digital platform to make promotion of the goods and services. Further,
digital media also helps in gaining mass attention which give new era (Bezzina and Saunders,
2015).
Research limitation
Research limitation consists of section in which situation will be described that there are
several circumstances exists that could be create impact on the research data. Due to lack of time
and money, researcher faces issue to collect reliable data. Therefore, it creates impact on the
whole research program (De Massis and Kotlar, 2014).
Significance of the study
In respect to find the useful information regarding consumer buying behaviour, present
study has a good deal of significance. In this regard, social media play very important role that
helps to dissemination and networking tool (Greener and Martelli, 2015). Majority of researcher
valued their process of research in which systematic way implemented that increasing customer
attraction of UK in Marriott.
CHAPTER 2
Formulate and state the research objectives
In respect to accomplish design aim and objectives, researcher uses following elements to
conduct an effective research program:
 Research design: Research design demonstrates proper support and assessment of the
problem that is related with the study. Descriptive research design will be used in the
present study.
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 Investigation model: There are mainly two kinds of methods exist inductive and
deductive in which inductive research method will be used.
 Data collection: There are several ways through data will be collected but in the present
research primary and secondary information will be used. Primary data will be gather
through survey in which questionnaire will be prepared. On the other hand, secondary
information will be used through books, journals, published resources, etc. (Eriksson and
Kovalainen, 2015)
 Sampling: In order to gather relevant information, 20-sample size will be selected to find
useful information at workplace.
 Data analysis: In respect to find useful information, qualitative and quantitative
information will be used that helps to find information towards the consumer buying
behaviour.
Research questions
 What is concept of digital technology in consumer buying behaviour perspective?
 What are the elements which create impact on consumer buying behaviours in Marriott?
 What are the effectiveness of interrelationship of digital technology and consumer buying
behaviours in hospitality sector?
 What are the recommendation which enhancing digital-marketing performance to
increase positive buying behaviour of customers?
Seven ways to write research paper
 In respect to make effective research paper, scope need to determines at workplace with
clear understanding. Hence, researcher need to assess that they are motivated and
interested for the particular topic which helps to identify useful information.
 Furthermore, enough time is needed to perform activities in the research. This is because,
in this way relevant information will be gather to choose the subject in which researcher
has interested (Joe Jr and et.al., 2014).
 In addition to this, focus requires on research material that are used to identify relevant
information towards the aims and objectives. It includes different elements through
information will be collected such as books, periodicals and published resources, etc.
(Seven Steps to a Great Research Paper, 2018).
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 Researcher also need to focus on the research material and notes that are prepared to
considered awareness towards the arguments as well.
 Further, researcher require write paper that includes solid thesis statements that helps to
create outlines and helps to move towards the efficient information.
 In addition to this, when required, researcher need to edit their paper with implement it
arguments facts. Hence, it is the best way to gather relevant information towards the
additional research (Greener and Martelli, 2015).
 At last, printing of the paper is needed to create readable and appropriate size with
determines title page as well. With the help of correct information, optimum printing will
be included that assist to submit the paper.
TASK 2 RESEARCH METHODOLOGY OR DESIGN
CHAPTER 3
Research methodology
In respect to carry the present research program, qualitative and quantitative resources
will be used that helps to meet with aims and objectives in systematic manner. In this regard,
digital technology useful perspective that influence to the customer perception towards the
products and services. In the research program of Marriott, it implemented primary and
secondary information that is collected first time from the research. Hence, relevant outcomes
will be measures to undertake program in systematic manner. In order to conduct the research
program, effective functioning will be ascertained which create effective functioning at
workplace. With the help of the published resources, researcher will carry articles, magazines,
publication, newspapers, etc.
Literature review
Application of digital technology in consumer buying behaviour perspective.
As per the point of Bryman and Bell, (2015), digital marketing is the important place
which create effective results and outcomes in the business. In this regard, digital technologies
play very important role which increasing performance of Marriott. In this way, social media
play vital role in these days because through it relevant information towards the customers could
be identified. Further, digital marketing activities continuously increasing that incorporated with
marketing plan. On the other hand, Sekaran and Bougie, (2016) stated that there are several
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techniques exists that helps to increasing customer base with incorporated plan of the marketing.
With the help of different techniques, digital technology will be increasing in systematic manner.
For example, implementation of search engine optimization, search engine marketing, etc.
According to the view of De Massis and Kotlar, (2014), application of digital technology
consist creative health education system which emphasis on the using of internet. Therefore, it
determines transformation of the disrupting the hospitality industry. With the help of the future
preparation of services and expanded loyalty ecosystem, Marriott will easily develop creative
results at workplace. On the other hand, Bezzina and Saunders, (2015) stated that every person
has different way of purchasing so that buying behaviour is different from person to person
which could be leverage to know about information. It also assists to identify changing of
dynamic of hospitality to examine advent of the new segments.
Elements which create impact on consumer buying behaviours in Marriott.
According to the point of Greener and Martelli, (2015), consumer buying behaviours
change day by day because of the changes in market trends, fashion, etc. hence, every business
requires make changes to increase customer base. It is the main element that create high
productivity and profitability to understand purchasing behaviours. Hence, increasing brand
image need to be increasing that undertaken on the regular intervals' basis which assists to
remind about the exciting products. Beside this, Veal, (2017), argued that personal preference
towards the products and services is another important perspective which could be influence to
the Marriott operations. In the systematic dynamic, hospitality industry implements personal
views, opinion and other essential elements of the particular person at workplace.
As per the point of Greener and Martelli, (2015), hospitality industry consist excellent
results through determines imaginations. Digital intermediaries also provide grabbing of the
significant percentage that assists to know about the revenue. Therefore, it consists important
functions to operate creative results in the business.
Effectiveness of interrelationship of digital technology and consumer buying behaviours in
hospitality sector
Joe Jr and et.al., (2014) generated their views that in respect to attract the several
customers, digital marketing play very important role. It is the important perspective that helps to
increasing large base of customers in systematic way. Hence, the chosen organisation need to
respond towards the target market that develops effectiveness in the business. Social media is the
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important aspect that fulfil company requirement and ascertain effective results at workplace. On
the other hand, Fuller and et.al., (2016) suggested that discount is the main element which could
be implemented to increase customer respond towards the business growth and profitability. In
respect to considered own company website by Marriott, products and services will be promoted
in systematic manner. The company can also invite their audience to give their view on their
products and services in positive manner. As results, database will be created with email
marketing campaigns.
Recommendation which enhancing digital-marketing performance to increase positive
buying behaviour of customers
According to the point of Sekaran and Bougie, (2016), it can be interpreted that there are
several ways through Marriott can implement effective products and services in systematic way.
In this regard, email marketing is the useful element that create several benefits to maintain
public interest which could be entertain with the brand. It helps to spread more chances to
develop creativity at workplace. On the other hand, Eriksson and Kovalainen, (2015) argued that
the company need to concentrate on the market trends and features. This is because, recent trends
of the market and information assists to gain useful information towards the customers'
attraction. In respect to operate creative results, digital marketing increasing their positive
behaviours towards the customers.
In addition to this, Greener and Martelli, (2015) also stated that Marriott able to spread
information that establish and share more relevant information that is needed to perform several
functions. It helps to generate more income and profits through operate several activities in
different areas of the world. It is the systematic process which helps to attract several people
together at workplace.
Key elements of the research design
In the present research, there are several key elements exists that helps to find useful
information towards the aims and objectives. Financial, human resources and technical tools
helps to considered relevant information towards the business (Bryman, 2015). Hence, following
contribution has been made with different elements:
In the present research, there are positive and negative perspective implemented to use
the financial data at workplace. In this regard, different kinds of attributes exist that helps to
improve performance of the business through using social media tools. Customer contribution is
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the important technique which helps to execute the plan (Bezzina and Saunders, 2015). In this
aspect, different methods will be used to create effective research program at workplace.
Time line action plan
Procedures and findings
In respect to carry the present research, following findings has been considered:
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 With the help of digital technology, the researcher can identify that useful information
will be gather at workplace that assists to create effectiveness at workplace. In this
regard, the company is able to gain useful information towards the consumer buying
behaviour in Marriott. It is the systematic process in which aims and objectives will be
develop in positive manner (Carrión and et.al., 2016). Further, social media is the best
tool that helps to attract different number of people in the business.
 Further, it also finds that there are many customers who using social media so that
company need to concentrate on the creating own website to find useful information. In
this way, consumer visiting will be identifying on the business website which is useful
method to create effective results (De Massis and Kotlar, 2014).
 In this way, discount is another method that helps to attract several customers at
workplace. With this regard, Marriott has opportunities to target those people who are
generally middle class. This is because it is the systematic process that helps to maintain
creative performance at workplace (Richter and et.al., 2016). This is because, many
people will attract through discount easily.
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REFERENCES
Books and Journals:
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misconceptions among academics with a special interest in business research
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Volume 2. 2. p.127.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Bryman, A., 2015. Social research methods. Oxford university press.
Carrión, and et.al., 2016. Prediction-oriented modeling in business research by means of PLS
path modeling: introduction to a JBR special section. Journal of business
research.69(10). pp.4545-4551.
De Massis, A. and Kotlar, J., 2014. The case study method in family business research:
Guidelines for qualitative scholarship. Journal of Family Business Strategy.5(1). pp.15-
29.
Eriksson, P. and Kovalainen, A., 2015. Qualitative methods in business research: A practical
guide to social research. Sage.
Fuller, C.M. and et.al., 2016. Common methods variance detection in business research. Journal
of Business Research. 69(8). pp.3192-3198.
Greener, S. and Martelli, J., 2015. An introduction to Business Research Methods.
Joe Jr, F. and et.al., 2014. Partial least squares structural equation modeling (PLS-SEM): An
emerging tool in business research. European Business Review. 26(2). pp.106-121.
Richter, and et.al., 2016. A critical look at the use of SEM in international business
research. International Marketing Review.33(3). pp.376-404.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.
Online
Seven Steps to a Great Research Paper, 2018. [Online] Available through:
<http://www.trinity.utoronto.ca/library_archives/theological_resources/
theological_guides/writing_theology_papers.html>.
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