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Consumer Behaviour 2011

Table of Contents
Question.................................................................................................................. 2 Source of Data ........................................................................................................ 3 Introduction ............................................................................................................. 4 History of Information and communication Technology in Mauritius........................ 5 Arrival of tourist from 2004 to 2010 ......................................................................... 7 Customer’s buying Process..................................................................................... 9 How ICT is affecting consumer behaviour............................................................. 11 The impact of the web site .................................................................................... 12 Conclusion and recommendation .......................................................................... 13 References ............................................................................................................ 14 Annexe: ................................................................................................................. 15
Interview with Sharonne Maulette, the sales Managers at La Palmeraie..................................... 15 Report for the statistic of their website.......................................................................................... 15

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You need to write brief notes on the reliability and credibility of these sources. [15 marks] Task Two: Write a discussion paper on the impact and influence of ICT on consumer behaviour in an industry/sector of your choice. list the various sources of data you used to produce your discussion paper. You are to write a discussion paper on how the growing influence of ICT is affecting consumer behaviour in any industry/sector of your choice. you should use various relevant and credible primary and secondary sources of data. In your preparation phase. Task One: Using a table. It is impacting on the diverse range of industries/sectors with different pace and momentum. You should also recommend how an organization within y 2 .Question Consumer Behaviour 2011 Information and Communication Technology is acquiring a broad and ubiquitous importance in Mauritius.

Information on the web site must be true. the author will present the information by exaggerating a little on what the government has done in the ICT sector. The government will never allow to publish information which might be used against them 3 . Certainly. 3 Website of La Palmeraie 4 Report regarding the aspects of the consumer buyer behaviour for budget hotels in Ireland. Statistics Report from the web Master 2 of La Palmaraie It is an external web agency that has done these statistics via Google analytic. it must reflect the reality. 5 Statistic from the central Statistics Office 6 Government report: The ICT Sector in Mauritius Since it is a government report. This report must be reliable since it was an university who has done this report for another country. It was purely academic. the sales Managers of La Palemaraie. because. if the numbers of the statistic do not reflect on the turnover of the company. the law prohibit company to give misleading information. the hotel will seek for another agency to do their monthly report for their web site.Source of Data Sources of Data 1 Interviewed of the Sharonne Maulette. The report must be reliable. Consumer Behaviour 2011 Comments She has given information about her company. These statistics must reflect what’s happening in Mauritius. but she had sure present the set of result of her organization in an optimistic way.

Managers in all organisations are always trying to identify new opportunities to satisfy consumer’s behaviour. Let’s have a look back to the past to know the history of ICT in our Island. and video. accounting… With ICT. According to Viviane Reding. consumer’s behaviour keeps innovating and nowadays marketers have noticed that consumer’s buying behaviour is changing rapidly compared to years before. a member of the European Commission responsible for information society “ICT …. Mauritius did not really have another choice other than to adapt itself to this evolution. That’s why we see the rapid evolution in the way business is done. transmission and network devices in order to control and manage changes in the world of technology. in the world of technology everything keeps changing. Fortunately or unfortunately.Consumer Behaviour 2011 Introduction Information and communication technology (ICT) consist of handling issues regarding data. Researchers want to provide a more rapid and smaller device. which shows that there is always innovation. others are compelled to follow the pace in order not to be out of the game. With this modernisation. business is more profitable and is done with more efficiency. It drives improved efficiency and better services and products across the entirety of the private and the public sectors. ICT has helped us to improve our lifestyle as well as the way business is done. 4 . if one provides innovative services and products. ICT has a great impact on businesses. » Organisations are implementing (ICT) in order to facilitate transactions such as commercial. is responsible for around half of productivity growth in modern economies. audio. With the rapid evolution in the convergence of ICT. ways of communication.

and enjoyed a monopolistic situation for almost seven before Cellplus (now known as Orange). Emtel Ltd introduced the mobile telephony. today Mauritians have the possibility to fill in the income tax form online which was not possible a few years ago. Because the lifestyle is no more the same. entered the market. now we have the possibilities to settle different types of transactions online. the only means of travelling was the sea travel. Mahanagar Telephone Mauritius Lltd (MTML). In 2000. Then in 2003. Changes and innovations continued to occur in the Information and communication Technology sector. the basic telephony was introduced for the first time in Mauritius. changes took time to occur. the Government House. which was time consuming to move from one place to another. Its main role is to formulate and implement policies regarding the development of the ICT sector. the Cybercrime Act was implemented in Mauritius not only to protect data. Recently another competitor. everything is at our fingerprints. the Electronic Transaction Act was introduced in order to promote E-Business and help establishing uniformity of rules. All sectors. media and all the facilities we have. seven years after the telephone was invented. In 1996. because during that period. joined the other two leading companies but the main competition for the time being remains between Emtel and Orange. The initial phone line was installed between Réduit and Port-Louis.History of Information and communication Technology in Mauritius Consumer Behaviour 2011 In 1883. the state owned the department of telecommunication. regulation and measures apropos the authentication and integrity of electronic records. like in the past. Now with internet. afterwards it became the Mauritius telecommunication services. in 5 . The explosive growth in the ICT sector made things change more and more rapidly. After nearly one century. are implementing ICT to their business. computer and other technological devices but also to prevent electronic Fraud. A century ago. and which finally become the Mauritius telecom when the National and the International activities merged. in 1988. which encouraged the government to create a Ministry of Information and Telecommunication in 1997. Demand has now changed.

order to satisfy consumer’s needs. That is why we can now see. Managers in Mauritius have realised that there are many opportunities while adopting the ICT. New software is used to ease tasks. The Tourism sector is a very promising area. where there is a very good prospect for the future. in all sectors. and organisations and companies want to make themselves more accessible and well known to the rest of the world via ICT. companies in this sector are continuously changing their way of working and adjusting themselves to the changing global environment. In order to meet this growing demand. Even in the tourism sector. Consumer Behaviour 2011 6 . computers are being used for almost everything. they have adapted themselves to this rapid innovative technology.

In order to satisfy this demand. the arrival of tourists has constantly increased. Nowadays. the number of tourists has been constantly increasing. thus creating a greater demand in this area. As a result. hotels have not stopped innovating. parties. These. to provide the best to their customers. It was due to the economic crisis which affected both local and international economy. The tourism sector has created many employments with the various needs as leisure. But the most important need of all travellers is accommodation (shelter) which is their basic physiological need. hotels are using different types of softwares and hardwares. from 2008. Since 2009. customers are looking for quality and rapid services.Arrival of tourist from 2004 to 2010 Consumer Behaviour 2011 No of tourist 1000000 950000 900000 850000 800000 750000 700000 2004 2005 2006 2007 2008 2009 2010 Tourists Fig 1:*Statistics from the website of Central Statistics office As shown in this graph. and comfort of tourists. help them to: 7 . Hogatex and Amadeus are softwares that are used in Mauritians Hotels. There was an external factor which explained the decrease of tourists’ arrival in Mauritius between 2007 and 2008. But those who have higher expectations will choose high class hotels.

Give visibility of each client. CCTV cameras are installed everywhere in hotels. With the type of structure. Most hotels use this kind of system as with this system you can retrieve all information in a matter of seconds. It is important fulfil their expectation and demand. In addition. they segmented themselves using combination of price. all data are kept on the system of all guest files. Booking for a hotel is a high involvement purchase as there is a financial risk. bearing in mind that some tourists are coming in Mauritius for the first time. Since data about the existing clients is recorded. Since the rates of room are put into the system while the reservation. in the Hotel Industry. And magnetic keys are used instead of the traditional key. quality and facilities which have a great 8 . psychological risk (the quality of the room) and physiological risk. services and facilities. there are various alternatives that varies from the price. Hotels play with these combinations in order to differentiation themselves with their competitor. it helps employees to know the preferences of their customers. this information can be used for loyalty programs and it allows the hotel to provide a more personalised service. the uniformity needed allow a better standardisation of all functionality throughout the whole hotel. even if they are choosing a Budget hotel. Obviously. there is more the need of keeping paper records.  Facilitates daily operations of the hotel such as information of clients and prices being updated on a regular basis. Consumer Behaviour 2011  It improved processes. In order to provide a sense of security to clients. the level of involvement for this purchase varies from one individual to another depending on their social status. Those from a lower social status will be more highly involved. The hotel room will be their only home for their period of stay. all these factors increase the involvement of the purchase. However. Choosing a hotel is not the most important purchase for a customer but it is significant one since they are taking certain risk. statistics and forecast can easily been done. the accounting department just need to print the invoice and send to the client. It is judicious to analyse the different stages of the buying process since.

Consumer Behaviour 2011 Customer’s buying Process Fig 1: Buying process According to a research done in Ireland in 2008 by Ioana Cristina Colbu and Adrian Liviu Scutariu for the journal of Alexandru Ioan Cuza University. Problem awareness is usually quite direct. Those who organised their predefine journey will either arrange for their accommodation before travelling and those who are less predictable will arrange for the hotel booking as they arrived destination. 9 .influence on their decision to choose where to get accommodation with facilities they are going to pay. the following buying process occurs when choosing a budget hotel.

Yet the price remains the more important factor that influences the booking of a hotel. For customers that are evaluating alternative. It is mainly because they trust these people. Consumer Behaviour 2011 Internal sources compromise past experiences. family lifecycle and career status that can influence the decision maker External sources are composed of marketing stimuli and environmental influence. it consists of not personal source such as family. Whereas for customers who are going to book on the spot. The marketing stimuli are composed industry and brand knowledge. As for the environment influence. The one who will select the budget hotel will be more influenced by the physiological. these factors will consciously or subconsciously influence him. Evaluation of alternatives is one of the most significant steps in the buying process. customer will be more loyal to a hotel where they had stayed before. colleagues and friend. At this moment. the dominant component for booking a hotel would probably be the price for the one who is choosing a Budget Hotel. When the customer begins to look for information. it is essential for marketers to understand how a buyer is going to evaluate and choose to purchase a good or a service. attitudes absorbed or learned by a person through the media. Purchase will more likely be influence by their personal source. But also travel agent and recognised opinion leader. tourist office. But if previously an individual went in a specific hotel and had enjoyed their stay.Information Search will include the internal and external sources. this will possibly be a more dominant motivator that a cheaper hotel since past experience tends to reassure the customer. 10 . The local of the Hotel and the cleanliness of the room are also important factors. safety and social motives whereas the customer who will opt for luxury hotel will be motivated by their self-actualisation and ego. There are other factors such as age. economic situation. some people will even respond to advertisement for accommodation. they will most probably ask for information from local people. They will not be able to pay for a particular hotel if they do not have the purchase power.

they give all information about the hotel:    Geographical situation Type of room with photos. get quotation for their stay and they can do their reservation and payment online. As most hotels in Mauritius. the hotel La Palmeraie. 11 . Deluxe Beachfront Room and Junior Suites. That is why the management created a web site in 2009. They have 60 rooms and propose to their customers three different categories of rooms. Consumer Behaviour 2011 How ICT is affecting consumer behaviour In order to discuss the influence of ICT on consumer behaviour. Superior Room. It is the final chance that the marketers have to influence the customer so that they do not hold conflicting ideas of the hotel. let’s take for example. they wanted to be present on the web so that potential client can have information on their hotel while choosing among the alternatives.Post purchase evaluation is the last step of the buying process and it is at this stage that the customer will say whether they satisfy with the accommodation or not. Since their customers are foreigner. they implemented software and hardware in order to answer to queries of all their customers more rapidly. This hotel which was inaugurated in 2005 offers accommodation and other services like spa and restaurant. On the website. The different services they proposed in the hotel:  Restaurant  Bar  Spa  Sport and leisure activities  Small Shop  Photo Gallery  Contact details The client has even the possibility to do a virtual tour of the hotel.

since last year. more and more people are calling the hotel directly to do their reservation on the phone. the sales Manager of La Palmeraie. the number of visitors has been increasing from March 2010 to January 2011. And since the creation of the website.The impact of the web site Consumer Behaviour 2011 Fig 1: number of visitors browsing the website1 Fig 2: number of foreign visitors browsing the website2 These graphs demonstrate that people does look for information online. 500 clients have done their reservation online. According to Sharonne Maulette. 1&2 From the webmaster report 12 .

Nowadays. 13 . The success of the website of La Palmeraie shows that consumers are reacting positively to these changes. people are no more afraid of doing online payment since there is a high level of security online to prevent hacking. customers are buying online. Therefore. La Palmeraie can collect more information (preferences) about the client via their website in order to propose a more personalised service tourists coming in their Hotels. Lifestyle has changed over these few decades and the consumer does not want to waste time. In fact. to increase the number of customers. La Palmeraie can give to client who advises the hotel special discount. In Mauritius as well as abroad. ICT helps business to deliver goods and services more rapidly In order.Consumer Behaviour 2011 Conclusion and recommendation More and more companies are implementing ICT to their business in order to response more rapidly to consumer queries. it is consumers that are pushing company to implement ICT to their business. people will recommend more and more the hotel. EBay is an example of the success of ICT.

mu/portal/goc/ncb/file/eta.mu/portal/goc/telecomit/files/cyber.mauritiustelecom.htm [10 April 2011] The ICT Sector in Mauritius [Online] Available: http://www.References Consumer Behaviour 2011 Mauritius telecom [Online] Available: http://www.pdf [12 April 2011] The computer misuse and Cybercrime Act 2003 [Online] Available: http://www.com/about_us/milestones.feaa.gov.pdf [20 April 2011] 14 .gov.htm [12 April 2011] Ioana Cristina COLBU and Adrian Liviu SCUTARIU.mu/portal/sites/ncb/cso/service.gov.gov. Aspects regarding the Consumer buyer Behaviour for budget hotels in Ireland [Online] Available: anale.mu/portal/goc/ncb/file/ictview.pdf [12 April 2011] The electronic transactions act 2000 [Online] Available: http://www.uaic.pdf [12 April 2011] Arrival of Tourist in Mauritius [Online] Available: www.ro/anale/resurse/020_M05_Colbu_Scutariu.

Annexed: Consumer Behaviour 2011 Interview with Sharonne Maulette. the sales Managers at La Palmeraie Report for the statistic of their website 15 .