Impact of Advertising on Buying Decisions: Thomas Cook Case Study

This report examines the influence of advertising on customer buying decisions within the travel and tourism sector, focusing on a case study of Thomas Cook. The study uses a mixed-methods approach, including both primary and secondary data, with a purposive sample of 30 respondents. The report analyzes the effectiveness of advertising, including social media, on customer awareness, buying behavior, and brand influence. Key findings highlight the importance of advertising strategies, particularly through social media, to attract customers and shape purchasing decisions. The report concludes with recommendations for advertising strategies to enhance customer engagement and drive sales within the travel industry. The report explores themes such as the adoption of advertising policies, the impact of advertising on customer influence, and the effectiveness of social media as a marketing tool. The analysis includes interpretations of customer responses and suggestions for future strategies.

TITLE: The Impact of advertising of travel and tourism on buying decision of customers.
Theme 4: Yes, social media is one of effective tool to advertise firm products.
Yes No May be
0
2
4
6
8
10
12
14
16
18 17
2
1
Frequency
Interpretation- From above finding it can be interpreted that social media is one of
effective tool in terms to attract the customers in market. Social media is strategy
which attract the buying behavior of customers. In this, there are total number of
20 customer, in which 17 said yes, 2 said no and 1 is not sure about it.
Theme 5: Yes, social media trigger potential customer to firm.
17
2
1
Yes
No
May be
Interpretation-- Based on the above chart it can be concluded that social media is helpful
to trigger potential customer in market. In this, the total number of customers as are
20. In which, 17 agreed, 2 said no agreed and 1 is not sure about it.
Theme 1: Yes, Thomas cook is adopting
advertisement strategy.
Yes No May be
0
2
4
6
8
10
12
14
16
14
5
1
Frequency
Interpretation: - Based on the above chart it can be
concluded that Thomas cook is adopting
advertisement policy to attract customers. In
this, it can be said that effective advertising
brings competitive advantage to an enterprise.
In this, there are 20 customers in which 14 said
yes, 5 no and 1 is having no opinion about it.
Theme 2: Yes, advertisement and mass media
is effective in terms to enhance productivity.
Yes
No
May be
0 2 4 6 8 10 12 14 16 18
17
2
1
Frequency
Interpretation – From the above finding it can be
interpreted that advertisement is policy which
can bring long term enhancement in
profitability by attracting customers in market.
In this, there are total number of 20 customers,
17 aid yes, 2 said no and 1 is not opinion about
it.
Theme 3: Yes. Customer get the influence with
advertisement and it also impact on buying
decision.
18
1
1
Yes
No
May be
Interpretation: Based on the above presented chart it can
be concluded that customer gets the influence with
advertising policy and attractive advertise influence
buying decision. Thus, there are total number of 20
customer, among this all 18 said yes, 1 said no and 1
is having opinion about it.
Objectives:
1. To analyse how advertising policy policy used by travel and tourism industry in UK.
2. To examine the current expectation of customer to influence buying decision of
customer.
3. To identify how travellers will get influence by advertising at the time they are booking a
holiday.
4. To recommend ways to influence buying decision of customers in Thomas Cook
enterprise of UK.
Research Methodology
Research approach- Inductive
Research philosophies- Interpretivism
Research techniques- Qualitative
Data collection- Both primary and secondary
Sampling- Purposive sampling of with 30 respondents
Recommendation
To find out the impact of advertising about the product and services of Thomas cook the following recommendation has been
passed as are-
1. In this, it can be said that every enterprise should adopt advertisement policy so that customer can get aware about
product and services.
2. Advertisement can be done with help of social media tool as it covers the wide range of customers.
3. Thomas cook should adopt attractive advertisement strategies which can influence buying decision of customers