Consumer Behaviour and Technology: A TUI Group Case Study Analysis

This report analyzes the influence of technology on consumer decision-making within the Travel and Tourism sector, specifically using the TUI Group as a case study. The report aims to identify key factors affecting consumer choices, understand the impact of technology on consumer behavior, and analyze consumer behavior models related to technological advancements. The findings highlight the significance of various factors like market campaigns, economic conditions, personal preferences, group influences, and purchasing power in shaping consumer decisions. Furthermore, the report explores the impact of digital technology on business operations, including increasing worker performance and decreasing operating costs, ultimately emphasizing how digitization has transformed the consumer decision-making process. The study also acknowledges the constraints of research projects, such as time and budget limitations, which influence the scope of investigation. The literature review covers the influence of eWOM in social media, the impact of technology on marketing activities and consumer behavior, and the accessibility of goods and services through mobile technology. The report's outcomes provide valuable insights into the evolving landscape of consumer behavior in the digital age, especially within the travel and tourism industry.

TASK 4 Findings and Outcomes
Aims and Objectives
Aim: “To analysis the influence of technology on consumer decision making in
Travel and Tourism Sector – A Case Study on TUI group”
Objectives:
 To find out the main factors which influence the decision making process
of consumer.
 Understanding the Technology And Its Impact On Consumer Behaviour
 To analyse the different consumer behaviour model which are connected
to the technological advancement.
LITERATURE REVIEW
Theme 1 The main factors which influence the decision making process of consumer :
There are mainly five factors which influence the decision making process such as market campaigns,
economic conditions, personal preferences, group influences and purchasing power of the consumer.
Promotion plays an important role in determinant the purchasing conclusion made by consumers.
Theme 2 Technology And Its Impact On Consumer Behaviour :
In the today's competitive market, technological advancement huge change the marketing activities and
consumer behaviours. Expectations level of the customers have changed and new communication channels
are implemented by which it directly effects the activities and operation of the business. Technology has
totally modified the business environment, customers can access the goods and services at anytime through
the mobile.
Theme 1 Digital technology is affecting the business
of TUI group
12
10
8
Theme 1 Digital technology is
affecting the business of TUI
group
· Yes · No · Can not say
According to the above table it is concluded that there
are 12 respondents who are agreed that digital
technology is affecting the business of TUI group by
different ways as it is increasing the performance level
of the workers and decreasing the operating cost.
Theme 2 Cost and Time both factors contribute in
the process of research project
7
8
15
Theme 2 Cost and Time both
factors contribute in the process
of research project
· Cost · Time · Both of the factor
According to the above table it is concluded that there
are 15 respondents who are agreed that cost and time
both factors contribute in the process of research
project. As researchers have generally specific time to
complete the research project and the budget is also
restricted the scope of investigation.
Theme 3 Technical factors is the core division that affect the
business
6
10
14
Theme 3 Technical factors is the core
division that affect the business
· Environmental factors · Economic factors · Technical factors
According to the above table it is concluded that there are 14
respondents who are agreed that Technical factors is the core
division that affect the business. There are many other factors
such as economic and legal but digitization has fully changed
the decision making process of consumer.
REFERENCES
Erkan, I. and Evans, C., 2016. The influence of eWOM in social media on
consumers’ purchase intentions: An extended approach to information
adoption. Computers in Human Behavior. 61. pp.47-55.
RECOMMENDATIONS
Consumers are the main and essential factor in any organisation. So it is necessary to consider the human behaviour for attaining
growth and success. Generally consumer's behaviours are varied from different factors such as cultural, social, economical and
technical. These all factors modify the decision making process of consumer's.