K/601/0941 Unit 4 Research Project Pearson BTEC (HND) Travel and Tourism

Background of the study

The below survey has defined such prominent arenas of research where it is basically carried to identify the marketing means of Ryanair that is a profound airline company of UK. The below study is based upon a similar acquisition of their marketing procedurals to ascertain a requisite presence of social media in it (Bernhardt, Mays and Hall, 2012). It has also drawn the affluent factors of social media marketing to enhance the satisfaction level of the customers. This carried investigation has however focussed upon students of an education institute named UKCBC where they have reflected to be the regular customers of Ryanair who often tends to acquire their services. The survey has thus focussed upon discovering their interests in the marketing activities of Ryanair.

Social media marketing is the concentrated arena of this research work that has stipulated the major consent of today's progressive clients and users. Social media marketing is not only referred to be beneficial for the firm but is also considered as an eminent tool to attract more number of consumers to obtain the advanced services. It is basically to correspond with the  present-day epoch of business where social media marketing has become one of the most common tool of marketing (Drury, 2008). This allows the businesses to perform in a more considerable format of work by adopting some highly enlightened practices for fetching a liable interest of the clients and users.

Research aims and objectives

The leading aim of this survey is “To analyse the effectiveness of social media tools in influencing purchase behaviour of customers: A study on Ryanair airline”. On whose basis, below outlined are the framed objectives that are required for a precise arrangement of the investigation-

• To understand the effectiveness of social media marketing in airline industry.
• To assess different type of tools employed by Ryanair for promoting its service range.
• To identify the range of factors that influence purchase behaviour of customers.
• To recommend effective ways through which Ryanair can attract customers through social media practices.

Research questions

Below mentioned are the research questions that are based on the above framed objectives of the study-

• What are the effective traits of social media marketing in airline industries?
• What are the different types of tools that has been employed by Ryanair to promote its service range?
• What are the influential factors that impacts upon the buying behaviour of Ryanair's customers?

1.2

This section is one of the most important part of the study that necessitates the investigator to rationalise the reason behind selecting a particular theme to carry out the research work. In context to which, the recent study is hereby based upon clarifying the marketing means of an airline entity named Ryanair in fulfilling the modern day preferences of their customers. It is with another major consideration of analysing the factual role of social media in amending the level of consumer satisfaction (Evans, 2012). This section has also referred the contributory factors that has encouraged the investigator to carry out the research work. It is with a foremost constituent of the interest level of the surveyor in electing this particular topic with another subsequent measure to evaluate the marketing practices of Ryanair. These components are with an eventual element of the emerging significance of customer satisfaction in the businesses. It is where the social media is referred to be a momentous platform of marketing to promote the offered products and services. It is also in context to a rising level of competition in the market that is continually ascending at a very higher pace.

Due to which, the airline industries are showcasing an intensified rivalry in their existent marketplaces that is endlessly troubling the associated airline ventures to retain their clients. Ryanair with a similar set of work is facing another major issue in contacting new set of users by together being unable to hold their routine consumers. With reference to which, Ryanair has however adopted the strategy of low pricing services to battle with the intense state of contention in their market. In addition to which, they are also moving towards a newer adaptation of social media marketing to meet the discovered requisitions of their consumers (Ghodeswar, 2008). Hence, in order to justify the factual cause behind selecting the topic, it has been stated that the surveyor is keenly interested in acknowledging the role of such online means in social mead in order to dignify the contributory part of digital marketing in it. Along with which, the researcher in the current subject matter is also interested in gaining a liable insight about the adopted tools of social media by Ryanair. The increasing outlook towards customer satisfaction in almost all sort of organisations has represented to be yet major consideration of the surveyor as an encouraging mean to select this particular theme.

1.3

This section is yet another vital subdivision of the survey with a critical analysis of its preceding objectives. This classification is basically in order to represent well-defined standpoint of distinct authors to ascertain the intended goals of the research work. It was with a foremost objective of comprehending the impelling measures of social media marketing that is being used by the airline industries to attract more number of customers towards them. In context to which, Kanter and Fine (2010) has hereby argued that marketing is the elementary mean that is required to be stipulated by each and every organisation. It is therefore irrespective of the nature of work that has been carried out by the enterprises. All sort of cooperation's are thus required to apply some pivotal tools of marketing that aids them to maintain an interactive term with their users.

With an antonymous reference to which, it has been debated by Nan and Heo (2007), that marketing in airline industries requires a specialized approach of the marketeers to combat the prevailing measure of competition in the industry where there exists enormous contenders in a similar set of market. This has reflected a prior sense of working as per the contemporary norms and standards of business that entirely relies on the gratifying the modern day demand of the users in the market. In context to which, there exists a great number of young clients in the market with a foremost choice of referring to a meticulous prospective of work. It is where they are tremendously indulged in varied online activities with an active association of internet.

Senn (2012) has stated it to be an emerging cause of social media marketing that substantially attracts more number of customers as compared to another methods of marketing. It is basically with an ease of communicating with the clients and users where the customers can also make a quick consideration of the offered services by the airline industries. It is fundamentally with a leading possession of an official website that will assist the consumers to easily refer to some other affiliated measures of the entities.

Wollan, Smith and Zhou (2010) has hereby stated that the airline industries via some potent tools of social media tends to deepen up the relationship with their consumers by continually modifying their brands to meet their altering preferences. Wherein, they distinctly utilize the social media accounts in varied forms that involves the measures of serving customers with continual up-gradation of promotional offers of sale. This tends to provide a diverting glimpse to the clients where they continually acknowledge the adopted practices of the firms that keeps on modifying as per their changing needs and demands. This is for instance to state about the social media account of an airline company named Ryanair who has some active accounts in almost all social media tools like Facebook and twitter, etc., that assists them to render amiable services to their societal savvy flyers.

Barefoot and Szabo (2010) has hereby enlightened about their frequent posts on Facebook that is being shared to update the community people about well-defined initiatives of the firm where they also tend to share the stories of their employees to fascinate the customers. There exists varied other tools of marketing that are being utilized by the airline industries that includes a unique form of advertising. This is for example to illustrate about a prior initiative of Delta airlines where they have also opted for some traditional methods of advertising by launching a specific theme called Sky 360 Lounges. It was basically to attract full fledged public at food festivals and sports event where they have also distributed free sample food to the participants. These measures are together evident to influence the buying behaviour of customers at a higher pace.

1.4

It is yet another prudent section of the research work that has underlined the adopted methodologies to carry out the study in such a way that it results in timely achievement of its defined aims and objectives. Below stated are the adopted tools of research methodologies that has been employed by the investigator-

• Research design- This is mainly in context to embody the plan of the study where the investigator has hereby opted to carry out a descriptive research work. This tact is mainly used at the time of proceeding with general topics to make an in-depth analysis of the chosen subject matter (Research design,2009). There exists two another alternatives of research design known as exploratory and explanatory investigation that are not suitable for the present selected topic.
• Research approach- This is basically with reference to determine the opted formulation of investigation where the researcher is hereby required to opt from the two significant alternatives of inductive and deductive approaches. The investigator has hereby chosen to refer an inductive approach of the study where the gathered outcomes will refer to move from a specific to general context (Deductive Reasoning Versus Inductive Reasoning, 2014). This is the most relevant epistemology to carry out the current research work with a selected topic of social media marketing that is applicable in almost all sort of organisations, irrespective of their nature of work. In opposition to which, in another option of deductive research work, the discovered facts and findings will transact from a general to specific approach. It is where the chosen subject matter of the study is needed to be applied at a certain level that do not correspond with the recent context of the survey.
• Data collection- There exists two distinct tactics of data collection that has been employed in the present research work. These are the primary and secondary methods of data aggregation where a primary research work has been carried with a framed set of questionnaire to directly approach the respondents (Research Instruments for Data Collection,2014). This particular method represents an authentic nature of the study with a genuine set of data. Another method of secondary data collection tends to refer the online publications, books and journals to coherent the established form of data.
• Sampling- Sampling is yet another relative part of the study that is in mainly support of the primary data collection method. There exists two distinct methods of sampling called random and purposive tactics of distribution. The current study has herein opted for a random sampling of respondents where the investigator has referred to 30 students of UKCBC college (Slack and Rowley, 2001). They have hereby represented to be the routine customers of Ryanair that has corresponded with the adopted sampling method in the present investigation. However, another sampling method entitled as purposive is not considered as a suitable measure to carry on the survey where it requires the researcher to choose goal-directed responders from a particular set of establishment.  
• Data analysis- Quantitative and qualitative are the two leading measures of data analysis where the qualitative method of analysis represents a thematic context of the study where the formulated themes represents the gathered set of data from the respondents. It is with a supportive mean of questionnaire that assists the researcher to carry out a qualitative investigation of the chosen subject matter (Silverman, 2016). Another set of quantitative analysis hereby necessitate the investigator to opt for some numerical tools to evaluate the accumulated set of data. In context to which, they are hereby required to compare among distinct statistical means that has been acquired form the respondents.
• Ethical issues- This is to determine some major ethical concern of the surveyor while carrying out the research work. It is basically in context to defend the amassed information from any unauthorised users who can misuse the obtained statistical data from the responders (Taylor, Bogdan and DeVault, 2015). It is with another ethical concern where the investigator is also required to collect an attested data from the secondary sources that is usually taken from books, journals and online publications, etc.
• Limitations of the study- It is basically in relation to determine some limited traits of the study where the present survey was based on a constricting matter of social media marketing. It was along with a relative factor of assessing the influential attributes of such format of marketing that impacts upon the buying behaviour of consumers. This has enabled the researcher to restrictively carry out the study by not referring to any other trends of marketing (Quantitative Methods in Education Research,2014). A limited period of time with a confining amount of funds were the two other obstructing means while carrying out the research work

TASK 2

2.1

In order to carry out the entire research in proper manner different type of resources are needed and they provide base in accomplishing aim of the research. Further, the aim of the study is to understand the effectiveness of social media tools in influencing purchase behavior of target market with regard to Ryanair. So, considering this aim various resources have been employed in the research which are most crucial (Bruhn, Schoenmueller and Schäfer, 2012). In every type of research it is must to ensure well in advance that resources are present in adequate amount so that it may not act as hurdle and in turn this can sometime prevent from accomplishing objectives of the research. Three types of resources are mainly required for conducting the study which involve human, technological and financial. Each and every resource is regarded to be most significant in the research where it becomes easy to answer all the research questions.

Human is one of the integral resource required in the present study where different areas have to be covered such as collecting information, analyzing it, determining the range of resources required etc. Further, investigator has appointed different officials who have been granted different responsibilities linked with the study. Technology is another resource which has been undertaken in the present study where modern tools have been employed for analyzing information. It has allowed in reducing the time frame required for conducting research (Du, Bhattacharya and Sen, 2010). Apart from this, without adoption of modern technology it is not at all possible to focus on the aim of the research and this has supported in reducing the amount of efforts required in conducting research. Moreover, finance is also one of the resources required in conducting present study where funds have been allocated in different areas with the motive to accomplish research objectives. It has been ensured by research that adequate amount of funds are present so that it may not hamper efficiency of the study. Therefore, in this way these are some of the main resources required for conducting research and has provided base to the study in every possible manner.

On the other hand direct link is being present in between resources required in the research and the research questions. Different research questions have been framed on the basis of objectives of the research. In short, the ranges of resources have been selected on the basis of questions (Gast and Ledford, 2014). Proper use of key resources such as technology, human and finance have supported in answering all the research questions and has benefitted in the entire study. The relationship between research questions and resources required is direct. Rage of technological resources have allowed in accessing information from the different sources which involve books, journals and online articles.

2.2

For conducting the entire study in appropriate manner it is necessary to select appropriate tool with the help of which data can be collected easily and in turn it provides base to the entire research. For purpose of data collection well designed questionnaire has been used where different questions have been used from UKCBC students as customers of Ryanair airlines and they have been asked different questions in order to know their satisfaction level towards the services of company (Hansen, 2011). Different questions have been framed on the basis of objectives of study so that study may not deviate from its path. Main focus of the present study is on identifying the level of customer satisfaction and due to this reason questions have been framed accordingly.

Customers have been asked questions in relation with their purchase behavior, type of services they prefer to purchase and the kind of information being shared by Ryanair with its target market (Kaplan and Haenlein, 2010). It has been ensured by researcher that adequate amount of information is being gained in the research so that expected results can be gained easily. Therefore, through this it can be easily stated that designing questionnaire for the purpose of data collection has allowed in accomplishing aim of the research in every possible manner.  

2.3

Recording and collating crucial information linked with the study is most important in the research. In the present research data obtained from customers of Ryanair has been recorded with the help of excel sheet and through this their perception in relation with social media tools have been identified. For recording and collating information appropriate tool has been employed which has supported in obtaining expected outcomes. Data has been represented in table form along with these charts and graphs have been prepared which highlights the actual amount of information gained and the response of customers.

Above shown is the data which has been recorded and collated from the students of UKCBC in order to know their perception towards Ryanair as a brand and whether social media practices of business are effective in influencing their purchase decision or not.

TASK 3

3.1

Evaluation techniques in the research being present are considered to be most important at the time of answering research questions. Further, two types of evaluation techniques are being present named formative and summative. In formative type of method research is assessed at the time of development where main stress is on delivering data is relation with the study so that improvement is possible in effective manner. This type of evaluation strategy is basically adopted when new type of programs is being undertaken but it can also be considered for existing programs as well (Mackey and Gass, 2015). On the other hand when summative evaluation technique is being undertaken then in such case programs are evaluated at the end of operations cycle and the overall conclusion obtained is beneficial for the entire study where it is decided whether to accept the program or not. In the present research formative evaluation technique has been undertaken and the main reason due to which this technique is undertaken as this area of study is totally new. Main focus is on knowing the influence of social media marketing in influencing purchase behavior of customers. This evaluation technique has provided base in accomplishing aim of the research where expected findings have been gained significantly. Apart from this, through formative method in-depth evaluation has taken place where proper knowledge has been gained in relation with the study (Mangold and Faulds, 2009). On the other hand summative type of technique is not at all adaptable in case of present research as the research cannot be evaluated at the end of operating cycle. So, this one of the main reason behind not undertaking summative evaluation method.   

3.2

Theme 1: Majority of the respondents lies under age group of 15 to 18 years

Interpretation: From the primary information collected it has been found that majority of the students who have purchased services of Ryanair lies under age group of 15 to 18 years and they are basically youngsters. 10 customers lies under age group of 18 to 23, 8 are 23 years and above. So, this data clearly represents that Ryanair services are preferred to be purchased by customers as compared with services of other businesses in the market. Due to this reason organization is able to focus on accomplishment of its desired goals and in turn has become reason behind success of enterprise in the market. Generally it has been witnessed that purchasing power of students is low and due to this reason they prefer to purchase airline which offers services at low cost.  Overall service range of business is famous worldwide and due to this reason its market presence is quite high.

Theme 2: Majority of the customers are male

Interpretation: From the information gathered it has been found that majority of the customers from whom data has been collected are male. 22 out of 30 customers are male and 8 are female. Male respondents prefer to purchase services of Ryaniar on continuous basis and this is totally in favor of business. 8 female respondents replied that they also prefer to purchase services of Ryanair as the overall cost of services is very low. This provides them monetary benefits and in turn influences their purchase decision. Apart from this, both type of individuals have access to services of business where they prefer to gain information regarding services with the help of different medium. Moreover, company has employed social media sources with the help of which customer base has been strengthened.

Theme 3: Customers are provided updated information in relation with Ryanair practices

Interpretation: From the information gathered it has been found that customers are delivered crucial information regarding services through social media where 18 out of 30 customers are in favor of this. 5 customers agree with this fact, 6 are neutral, 1 disagree. On continuous basis information shared influences purchase decision of target market and this has allowed in developing Ryanair as one of the brand in the market. Further, it has acted as major source of attraction where customers do not have to search for various areas for obtaining information regarding services of Ryanair. Therefore, with the help of this it can be stated that Ryanair is efficient enough in sharing crucial information linked with services with its target market in every possible manner.

Theme 4: Social media presence of Ryanair is quite high as compared with other airline companies

Interpretation: From the data collected it has been found that social media presence of Ryanair is quite high as compared with other businesses operating in the market where 22 out of 30 customers are in favor of this fact. 5 customers are against this fact and 3 are not able to provide any data. Further, it has been noticed that Ryanair focuses on delivering adequate amount of information with customers which is most reliable. High presence of company on social media tools has allowed customers to repurchase the services of business on continuous basis and has become one of the main reasons behind brand popularity of Ryanair in the market.   

Theme 5: Pricing of services is the key factor which influence customer satisfaction level

Interpretation: From the information gathered it has been found that different factors are present which influences the degree of customer satisfaction. 21 out of 30 customers replied that pricing of services is the most crucial factor which has influenced their satisfaction level and it is well known fact that Ryanair is regarded as low cost airline. Therefore, it acts as major source of attraction where services of Ryanair are first choice of every customer. 5 customer replied that customer complain management system of Ryaniar influences their satisfaction level as through this complains of the target market are entertained properly by the business. 4 customers replied that services offered influence their satisfaction level.   

Theme 6: Ryanair airline has employed social media marketing tool for influence purchase decision of customers

Interpretation: From the information gathered it has been found that social media as one of the tool has been employed by Ryanair for influencing purchase decision of customers where 17 out of 30 customers strongly agree with this fact, 7 agree, 2 are neutral, 1 disagree and 3 strongly disagree.  Through social media practices business is able to attract large number of customers and in turn their purchase behavior is influenced by sharing information which is being undertaken at the time of purchasing any type of service. Apart from this, some other sources are also considered for transferring crucial information with the customers but social media is most effective as compared with others.

Theme 7: Obtaining updated information regarding services is one of the main benefit of using social media as marketing tool

Interpretation: From the data collected it has been found that obtaining updated information regarding services of the business is the main benefit of using social media tools where 23 customers are in favor of this. 5 customers replied that keeping updated regarding offers is also another benefit of employing social media tool and 2 customers replied that supports in taking purchasing decision is another advantage of accessing Facebook and twitter. Therefore, with the help of this it can be stated that employing social media as a tool provides large number of benefits to the customers of Ryanair and has enhanced customer satisfaction level.

Theme 8: Low pricing strategy is one of the tool employed by Ryanair for enhancing customer satisfaction

Interpretation: From the information gathered it has been found that different strategies have been employed by Ryanair in order to enhance customer satisfaction level. Low pricing strategy is one of the strategy undertaken where 26 customers are in favor of this. Organization is offering service at low price and this saves large amount of funds which business has to invest at the time of purchasing airline service. 2 customers replied social media marketing is one of the strategy employed by Ryanair for enhancing customer satisfaction level. 2 customers are in favor of change in products and services at regular interval of time. Therefore, with this information it can be stated that company is efficient enough in enhancing customer satisfaction through different strategies.

Theme 9: Discount and other form of offer linked information is shared through social media by company

Interpretation: From the data collected it has been found that information linked with discount and other form of offers is shared by Ryanair with its customers where 14 customers are in favor of this, 8 customers replied data linked with introduction of new services is shared, 6 said modification in the existing range of services information is shared. So, by sharing data linked with offers customers are attracted and has supported in enhancing their satisfaction level.

Theme 10: Company updated information on social media tools timely

Interpretation: From the data collected it has been found that Ryanair updates information on social media tools timely where 28 out of 30 customers are in favor of this fact. Further, when relevant information is shared on continuous basis then it influences purchase decision of target market and due to this reason brand popularity of company is quite high in the market where it operates

Theme 11: Facebook as one of the tool has been employed by Ryanair for sharing information

Interpretation: From the data collected it has been found that Facebook as one of the networking site has been employed by Ryanair in order to share relevant information with target market where 21 customers are in favor of this. 6 customers replied that twitter is employed by business, 3 are in favor of LinkedIN etc. Therefore, with the help of this information it can be said that Facebook as social media took has allowed Ryanair to build strong relationship with its target market and in turn has acted as development tool for the business.  

Theme 12: Ryanair as one of the brand is perceived positively due to presence of effective social media tools

Interpretation: From the information collected it has been found that Ryanair as one of the brand is perceived positively by customers as compared with other companies present in the market. The main reason reasons behind same is presence of effective social media tools where 24 customers are in favor of this fact, 3 agree, 2 are neutral etc. Due to this reason brand awareness of company is also high in the market and has supported to earn higher profits along with the market share. 

Theme 13: Customers prefer to recommend services of Ryanair to friends and relatives

Interpretation: From the data collected it has been found that customers of Ryanair prefers to recommend services of company to their friends and relatives through presence of effective social media practices. Further, 27 customers out of 30 strongly agree with this fact, 2 agree, 1 is neutral etc. So, this is a kind of benefit to the business and has allowed in enhancing customer base.

Theme 14: Customers do not prefer to purchase services of other airline companies due to high presence of Ryanair on social media

Interpretation: From the data collected it has been found that majority of the customers does not prefer to purchase services of other airline companies due to presence of effective social media practices of Ryanair where 29 customers are in favor of this. So, this has enhanced brand loyalty level where services of company are the first priority of customers.

3.3

It is the concluding section of the survey in which the investigator is hereby required to determine a precise attainment of the framed aims and objectives of this carried research work. With context to which, it has been identified that the foremost objective to apprehend the effectiveness of social media marketing in airline industries that has been achieved by the researcher. It is where the social-media marketing plays a greater role in fetching a liable interest of consumers who are in equivalence to the modern day requirements that in turn assist the industries to substantially tune up with them. Another objective to assess other distinct tools of marketing by airline industries has together been accomplished by the investigator in the present survey where they are also depicted to implicate certain conventional methods of marketing as well. It is basically in context to some unique forms of advertising for large number of audiences where it has subsequently linked up with an ultimate goal of distinguishing such influential means of marketing that directly impacts upon the purchasing decision of the users. It is where Ryanair has hereby undertaken the low pricing strategy of marketing that tends to attract more number of buyers who consider to purchase their offered services.

Below mentioned are some recommended clause to Ryanair on the basis of above concluded constituents of the survey-

• Ryanair can hereby refer to use some other considerable methods of marketing that matches with the present-day demand of the users by introducing a scheme of loyalty programs. This is basically to encourage the users to repeatedly book their flights with the same brand.
• Another strategy that can adopted by Ryanair is to render distinctive flight perks where they can hereby refer to provide their clients distinct means of entertainment like i Pads for listening music and visualizing movies, etc.

Some other scope of research that can be referred by the airline industries includes three leading topics, as referred below-

• Customer relationship at Ryanair- This is a vital subject matter for future research that can be referred by Ryanair where they can hereby refer to acknowledge their maintained terms with the upcoming consumers. This matter of concern is equivalent to address the satisfaction level of the employees where the consumers can be referred for the same.
• Compensations for delayed flights- It is referred to be another essential theme that can largely benefit the airline industries in case they provide compensation to those clients whose booked flights have been delayed due to some reason. The administrative bodies of airline industries can be referred to carry out this research work.   
• Rendering full package tour services- It is yet another justifiable subject matter that be elected by the airline industries to conduct a future research where they can hereby tend to provide a full fledged tour package to their clients and users. It is however with a leading consideration of referring to the daily customers of different airline agencies to interpret their distinct set of choices. 

References

• Aaker, J. and Smith, A., 2010. The dragonfly effect: Quick, effective, and powerful ways to use social media to drive social change. John Wiley & Sons.
• Barefoot, D. and Szabo, J., 2010. Friends with benefits: A social media marketing handbook. No Starch Press.
• Bernhardt, M. J. Mays, D. and Hall, K. A., 2012. Social marketing at the right place and right time with new media. Journal of Social Marketing. 2(2). pp.130 – 137.
• Bruhn, M., Schoenmueller, V. and Schäfer, D. B., 2012. Are Social Media replacing traditional media in terms of brand equity creation?. Management Research Review. 35(9). pp. 770-790.
• Drury, G., 2008. Opinion piece: Social media: Should marketers engage and how can it be done effectively?. Journal of Direct, Data and Digital Marketing Practice. 9(3). pp. 274-277.
• Du, S., Bhattacharya, C. B. and Sen, S., 2010. Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews. 12(1). pp. 8-19.
• Evans, D., 2012. Social media marketing: An hour a day. John Wiley & Sons.
• Gast, D.L. and Ledford, J.R., 2014. Single case research methodology: Applications in special education and behavioral sciences. Routledge.
• Ghodeswar, B. M., 2008. Building brand identity in competitive markets: a conceptual model. Journal of Product and Brand Management. 17(1). pp. 4-12.

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