Research Project: Social Media and Customer Behavior at EasyJet

This research project investigates the influence of social media tools on customer buying behavior and decision-making processes, using EasyJet as a case study. The project outlines research specifications, including aims, objectives, and a literature review exploring the importance of social media, factors influencing customer decisions, and tools for customer retention. It employs a qualitative research methodology, using a questionnaire to gather data from 30 respondents. The analysis includes the interpretation of results and recommendations for EasyJet. The project examines the impact of social media on customer decisions, the advantages of social media for EasyJet, and the tools used by the airline to attract and retain customers. The findings highlight the significance of social media in shaping customer behavior and provide insights into effective marketing strategies for the airline industry.

RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1 ...........................................................................................................................................2
1.1 Research project outline specifications............................................................................2
1.2 Factors which contribute to research project selection.....................................................2
1.3 Literature review..............................................................................................................3
1.4 Research project specifications........................................................................................5
1.5 Appropriate action plan and procedures...........................................................................6
TASK 2............................................................................................................................................9
2.1 Research questions...........................................................................................................9
2.2 Research methodologies...................................................................................................9
2.3 Questionnaire....................................................................................................................9
TASK 3..........................................................................................................................................10
3.1 Use of appropriate research evaluation technique for study..........................................10
3.2 Analysation and interpretation of results........................................................................12
3.3 Conclusion and recommendation...................................................................................20
TASK 4..........................................................................................................................................20
4.1 Covered in PPT...............................................................................................................20
REFERENCES .............................................................................................................................22

INTRODUCTION
In the modern era , Social media has developed a new way of connecting peoples.
Therefore, customers are the centre in every organisation because of social media. As customers
thinking is very much different from marketers. Firms are giving importance on behaviours of
consumers and their decision making process of purchasing a product. EasyJet see various
opportunities and eagerly trending (Chu and Kim, 2011). Empirical data is collected by sending a
questionnaire. It help in gaining better position in transaction.
TASK 1
1.1 Research project outline specifications
Title : -“To analyse the importance of different social media tools on identifying buying
behaviour of customers and decision making process” A case study on Easy Jet
The most vital factor for the investigator is related with formulating aims and objectives
in relation with the title of the research project. The main aim according to which the study will
be executed are evaluated below as:
Aims : “To analyse the importance of different social media tools on identifying buying
behaviour of customers and decision making process” A case study on Easy Jet
Objectives:
 To examine the importance and values of various social media tools
 To determine various factors which influences decision making process of customers
 To analyse the tools used by firms in order to retain satisfied customers
1.2 Factors which contribute to research project selection
This is the most vital factor of the overall research investigation which are valuable in
order to highlight the importance of the research activities. The main aim of the project is linked
with identifying the importance of various social media tools as they are affecting decision
making choices of customers who are using the services of Easy Jet (Filieri and McLeay, 2014).
The airline industry is having their main focus on expanding their business operations all around
the globe in order to earn profits. The research questions are also beneficial in
1.3 Literature review
This factor also plays an important role as it helps in collecting information from
different views of authors and scholars. The information which is collected is classified among
secondary sources of data collection.

Importance and values of various social media tools
According to the views of Hutter, ( 2013) it is analysed that importance of social media
tools: social media platform Is a world fastest growing industry at international market place. It
is very important tool of marketing for every company in order to increase their brand awareness
and overall profitability in a very short period of time (Gandomi and Haider, 2015). Some
importance of social media sites are define are follows: Leverage of social media advertisement: Mostly each and very medium and large scale
organisation use social media platform for promoting their product and services. Boost brand awareness: It is a very power full tool for promoting product and services in
order to increase brand awareness among customers. This platform is a open ground for
all business competitors. Increase inbound traffic: Through this method of marketing, management of the
company are able to increase inbound targeted traffic on firm websites.
 Increase conversion rates: Social media platform generate targeted and quality of leads
to company which converted into sales. Some important point thus use by company in
order to increase their leads are use social proof and user generated content etc.
Factors which influences decision making process of customers
According to the study of Kim and Ko, (2012) it is examined that decision-making
process in an organisation is highly complex procedure for both associated members and
customers. There are many internal and external factors which are individualistic in nature and
influence such processes of customers like pricing strategies, brand image of products or
services, market value etc. In airline sector, low cost, channel of buying ticket and promotion
factors cause respondents to review their decisions.
A company's way of promoting or marketing its products as well as pricing of them
impact on brand image at marketplace. Therefore, managers of Easy Jet offers its services on
easy rates and provide various discounts on occasional and seasonal period to attract and retain
the passengers. This will help in take a business write-off and protect brand image. Low cost
carriers is another important factors which could influence decisions of passengers. It includes no
free food, drink, VIP lounge at airport etc. Choosing such low prices initiates customers to
purchase online tickets (Law, Buhalis and Cobanoglu, 2014). Management of Easy Jet focuses
on low cost strategies in order to pass the same to its passengers. Thus, introducing low cost

carriers have changed businesses of airline industries like Easy Jet. It has provides services more
in domestic market as compared to international one.
Delivering an effective and high service quality of a company also impacts on purchasing
behaviour of customers. Passengers in airline industries are always expect to get much
satisfaction while travelling. In order to measure service quality, Easy Jet has include In-Flight
Service Quality and Reservation & Ticketing. These methods helps in improving safety and cost
effectiveness of services for passengers and associated members of airlines.
Tools used by firms in order to retain satisfied customers
The study of Castronovo and Huang, (2012) revealed that customer's satisfaction and
loyalty is necessary for a firm in order to gain their retention as much as possible. These are
marketing terms which measures quality of products or services offered by a company to meet
expectations of consumers (Mauri and Minazzi, 2013). For Easy Jet airlines, customer
satisfaction is important as it provides marketers and managers with a metric to improve
businesses. This firm has used following tools to retain satisfied passengers:-
Set passenger's expectation- A firm should deliver its services according to expectation
of customers.
Become the customer's trusted advisor- Airline industries require expert advisor in a
particular field who will provide relevant information to customers. This will build trust in
passengers and make a firm able to get loyalty and retention of them.
Take a proactive approach to passenger service- Using proactive approaches helps in
eliminating the problems before their occurrence in a company.
Use social media to build relationships- In order to build relationship with customers, an
organisation use social media like LinkedIn, Twitter, Instagram and Facebook etc. (McCormick
and Livett, 2012). Through these applications of internet, company will connect and
communicate with passengers about their experiences and expectations for travelling.
1.4 Research project specifications
There are two types of sources available to collect a data via Primary and Secondary. If a
researcher wants to gather original and reliable information on an event then primary source is
better method to use. While, secondary source provide data which is already researched and
available on social sites, magazines and newspapers.

This present unit is considered both type of sources for collecting relevant information on
suggested topic. Including this, qualitative research methodology is also used for further
investigations which will provide opinions of people. For airline industries, getting feedback of
passengers is necessary in order to measure quality of their product or services. Therefore, a
questionnaire has been designed for this purpose on a sample of 30 respondents of Easy Jet
Airlines.
1.5 Appropriate action plan and procedures
Researcher need a proper plan, structured in proper format to investigate his research
study. Below mention criteria is to be followed by research team in order to successfully
complete deadline:
 Formulating aims and objectives : Research starts by formulating aims and objectives
which require almost two days. It act as a trigger and make researcher initiate his first
phase of study (Rodriguez, Peterson and Krishnan, 2012).
 Research methodologies : In second step, researcher need to select proper methods and
techniques to carry out research program. Again, this step is completed in almost two
days.
 Literature review : This is a very crucial phase and require two days of work. In this
step, secondary data is collected from various sources such as journals, books, websites
and require thorough examine.
 Data collection : This section involve data collection by means of interview from
customers that are availing services of respective company and it require maximum three
days of work.
 Data analysis : This step involves interpretation of information which is gathered using
above steps. Three days are maximum for execution of this phase.
 Conclusion and Recommendation : Here, after full investigation, a precise conclusion
is prepared in approx two days. Further recommendations are prepared in reference to
report prepared (Sigala, Christou and Gretzel, 2012).
 Submission of final report : Being last step of process it involve project completion and
submission and is conducted in one day.

TASK 2
2.1 Research questions
The research questions are evaluated below as:
 How to study the importance and values of various social media tools
 What are the factors which influences decision making process of customers
 Which tools are used by firms in order to retain satisfied customers
2.2 Research methodologies
A project is generally constructed by using two type of research methods via qualitative
and quantitative type of data. Qualitative method provide different sources of data collection like
questionnaire, online and offline interviews using various applications of internet etc. While on
the other hand, quantitative one is based on numerical terms, hence, the observations obtained
will be quantifiable. Through this, a researcher can derive numerical data as well as can compare
such information with past performances (Solomon, Russell-Bennett and Previte, 2012).
Mathematical calculations can be done by using appropriate statistical tools and techniques
which will derive effective and valid outcomes of data.
In order to develop such valid outcomes, this present unit is conducted by using
qualitative data. It has based on general opinions and views of public which proves beneficial for
making effective decisions to analyse topic of research.
2.3 Questionnaire
This is an important tool which is useful in order to collect data, 30 respondents are
selected who will be filling the questionnaire form which is mentioned below as:
Q1 The social media tools are beneficial on analysing buying behaviour of
customers
Frequency
Yes 25
No 5
Q2 What are the advantages of social media tools for Easy Jet? Frequency
Expanding business operations 8
Creating Awareness 12
Brand Loyalty 6

Maximising traffics 4
Q3 The social media tools are valuable for the overall growth and
development of economy?
Frequency
Agree 28
Disagree 2
Q4 Which tools are used by Easy Jet in order to gain attention of customers? Frequency
Discount coupons 12
Safety and security 10
Economical prices 8
Q5 The services offered by Easy Jet are satisfying need and wants of
customers?
Frequency
Satisfied 22
Dissatisfied 8
Q6 Does social media tools beneficial for decision making process? Frequency
Yes 26
No 4
Q7 What ratings will you provide to the offered products and services of
Easy Jet?
Frequency
Excellent 4
Good 10
Average 11
Poor 5
Q8 Provide recommendations so that firms can easily expand their
operations all around the globe?

TASK 3
3.1 Use of appropriate research evaluation technique for study
Research methodology
It provides a way to systematically solve research problems. It includes methods for
collecting relevant data. If information is already available but not sufficient then through
research methodologies, an investigator can reach at required solution. It also provides statistical
techniques to establish relationship among variables and evaluate the accuracy of result obtained
(Turban, Sharda and Delen, 2011). Thus, project makers can use various tools to collect valid
and reliable information. Some methods used in this present report can be described as below:-
Research design
Research design include implementation of various methodologies upon variables that are
collected through multiple sources. Methods that are described in research design are used to
analyse variables using effective calculations and computation in order to carry out successful
research study. It is essential for finding solutions of research problem. This segment consist of
blue print of research study including analysis and interpretation of records. On the basis of
research design such as descriptive, experimental and exploratory effective research programmes
are conducted to gain useful outcomes. Considering multiple aspects of research study,
descriptive design plays an important role by providing impressive conclusion to researcher.
Implementation of descriptive research result in proper procedure and cast impressive impact
upon study.
Research approaches
Research approaches can be define as a concept and procedures of plan or strategies that
span various stages form broad assumptions. Through this, researcher may detailed about
information collection, analyse all available data and interpreted them in order to draw a valid
conclusion. All these method provide help to management of organisation in their decision
making process and gain long term suitability at market place. Researcher target their study and
take decision to understand topic more clearly and deeply. This factor divided it into two form
inductive and deductive (Tuškej, Golob and Podnar, 2013). According to current situation,
researcher using qualitative research approaches in this assignment. It is very important to
execute inductive methodology in this report in order to gain more desirable outcomes. The main

difference among inductive and deductive approaches is one is concerned with generation of new
theory rising form information collection and lather one is testing or aimed theory.
Data sampling
Data sampling is a statistical tool for analysis techniques used to select, analyse and
manipulated representatives subset of information. Which help to identify pattern and trends in
order to evaluating larger data set. It is a method of collecting information or data and
conducting research for making appropriate outcomes in an effective manner. It can be divided
into two types probabilistic and non probabilistic method of data sampling. Probabilistic method
involve community and area and non probabilistic method include voluntary response. In this
assignment purpose sampling method are use to draw a valid outcome in given time frame.
Through this method, researcher are able to collect sample form overall population which are sub
part of probabilistic method. In this research report researcher select 30 respondent who are
customer of the company.
Ethical consideration
Ethical consideration is critical in project which includes norms and conditions.
Researchers conduct ethics in order to determine differences between acceptable and acceptable
behaviours. This will present their data against fabrication as well as boost primary goal of a
research i.e. pursuit of knowledge and truth. Since, it encourages trust, mutual respect among
investigators and accountability, therefore, ethical behaviour is also critical for collaborations. It
provides methods to solve problems arises in conducting a research. Thus, considering the ethics
will become mandatory to apply several criteria on project makers, as they have no authorities to
ask personal or private information to make proper outcomes (Vivek, Beatty and Morgan, 2012).
Limitations
There are multiple limitations in a typical dissertation like formulation of aims and
objectives in research, implementation of data collection method, size of sample and scope of
discussion etc. Therefore, it is critical for a project investigator to minimize such limitations in
his part of research. These extents are generally occur due to lack of training, interactions,
confidence and absence of code of conduct including expensive publishing. In order to reduce
impact of such extent, a researcher has to make check list of the same which will facilitate in
conducting more relevant and successful investigation to generate better outcomes.

3.2 Analysation and interpretation of results
Theme 1: Social media tools are beneficial to analysing customer buying behaviour.
25
5
Yes
No

Interpretation: Social media tools is a very important in order to promote product and
services to large customers. In this report 30 respondent has selected. 25 out of 30 person are
agree with this statement and remaining 5 peoples are disagree with the same.

Theme 2: Social tools advantages.
Interpretation: 8 persons are agree on expanding businesses operation, 12 person says
creative awareness is a biggest advantage of social media network. 6 customers are agree on
brand loyalty and remaining 4 clients are says maximising traffic is a one of the prime advantage
of social media.
8
12
6
4
Expanding business operations
Creating Awareness
Brand Loyalty
Maximising traffics

Theme 3: Social media tools is important to gain growth of the company.
Interpretation: Social media tools is a very important to gain sustainability and long term
growth of company. 28 persons are agree and 2 peoples are disagree with the same.
28
2
Agree
Disagree

Theme 4: Tools which are use by Easy Jet in order to gain customer's attention.
Interpretation: Customer's satisfaction is important in order to gain competitive
advantage at market. Easy Jet tools various method to provide satisfaction. 12 person out of 30,
says discount coupons, 10 customers are agree on safe and security. Remaining 8 clients are
agree on economic prices.
12
10
8
Discount coupons
Safety and security
Economical prices

Theme 5: Services which offered by Easy Jet
Interpretation: Quality of product and services are important to gain high profits. Out of
30, 22 customer's of Easy Jet are satisfied with company services and remaining 8 clients are
disagree.
22
8
Satisfied
Dissatisfied

Theme 6: Social media tools beneficial for decision making process of management.
Interpretation: Tools of social media are beneficial for making a decision of
management. 4 respondents are saying no that social media gives advantage for making a
decision as well as 26 respondents are saying yes tools of social media are not giving advantage
for making a decision.
26
4
Yes
No

Theme7: Quality of product and services of Easy Jet.
Interpretation: Product quality of Easy Jet. Maximum respondents are 11 giving average
response. 10 responses are good quality of product. 5 respondents are bad response for product
quality and 4 responses are saying that easy jet is providing a excellent product.
4
10
11
5
Excellent
Good
Average
Poor

3.3 Conclusion and recommendation
CONCLUSION
From above research, it is concluded that social media is very important tool for finding
out of customers buying behaviour and their process of decision making. It outcomes, it will help
in contributing in raising a overall turnover of an organisation. It saves the time of consumers as
well as sellers. In this research, values and importance of different tools of social media along
with that all those factors which impact on decision making of customers. Easy Jet also used
tools for retaining their satisfied consumers. Additionally, source of doing a research is primary
data. This research reports objectives and aims are also design in a very effective way. Many
kinds of problems are faced while doing investigation which is discuss in report as a form of
limitations.
RECOMMENDATION
After the analysing current situations of Easy Jet, researched provide some suggestion to
company in order to increase customer's satisfaction and market share. Important
recommendation provided by researcher are mention as follows:
 Easy Jet want to analyse customer's needs and want accordingly develop product and
services. Thus increase customer's satisfaction.
 Few passengers face some problem like booking tickets etc. Company want to consider
their issues and solve it effectively.
 Customers services of Easy Jet have certain issues. In order to eliminate this,
management of Easy Jet has conducting training and development program in their
work place which increase employees productivity and performance.
TASK 4
4.1 Covered in PPT

REFERENCES
Books and Journals
Ayeh, J. K. and et, al., 2012. Perceptions and strategies of hospitality and tourism practitioners
on social media: An exploratory study (pp. 1-12). na.
Chu, S. C. and Kim, Y., 2011. Determinants of consumer engagement in electronic word-of-
mouth (eWOM) in social networking sites. International journal of Advertising. 30(1).
pp. 47-75.
Filieri, R. and McLeay, F., 2014. E-WOM and accommodation: An analysis of the factors that
influence travelers’ adoption of information from online reviews. Journal of Travel
Research. 53(1). pp. 44-57.
Gandomi, A. and Haider, M., 2015. Beyond the hype: Big data concepts, methods, and analytics.
International Journal of Information Management. 35(2). pp. 137-144.
Han, H. and et, al., 2011. Are lodging customers ready to go green? An examination of attitudes,
demographics, and eco-friendly intentions. International Journal of Hospitality
Management. 30(2). pp. 345-355.
He, W., Zha, S. and Li, L., 2013. Social media competitive analysis and text mining: A case
study in the pizza industry. International Journal of Information Management. 33(3).
pp. 464-472.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management. 26(5). pp. 727-750.
Mauri, A. G. and Minazzi, R., 2013. Web reviews influence on expectations and purchasing
intentions of hotel potential customers. International Journal of Hospitality
Management. 34. pp. 99-107.
McCormick, H. and Livett, C., 2012. Analysing the influence of the presentation of fashion
garments on young consumers’ online behaviour. Journal of Fashion Marketing and
Management: An International Journal. 16(1). pp. 21-41.
Rodriguez, M., Peterson, R. M. and Krishnan, V., 2012. Social media’s influence on business-to-
business sales performance. Journal of Personal Selling & Sales Management. 32(3).
pp. 365-378.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.
Turban, E., Sharda, R. and Delen, D., 2011. Decision support and business intelligence systems.
Pearson Education India.
Tuškej, U., Golob, U. and Podnar, K., 2013. The role of consumer–brand identification in
building brand relationships. Journal of business research. 66(1). pp. 53-59.
Vivek, S. D., Beatty, S. E. and Morgan, R. M., 2012. Customer engagement: Exploring customer
relationships beyond purchase. Journal of marketing theory and practice. 20(2). pp.
122-146.