The Impact of Technology on People's Decision-Making : case company X
Jakobsson, Stefan (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121335455
https://urn.fi/URN:NBN:fi:amk-2024121335455
Tiivistelmä
The goal of this research was to study consumer behaviour, the information resources companies used by retail industry for strategic decision-making and the use of technology as marketing tool and its effect on people’s consumer behaviour. The commissioning company for this thesis is in supermarket industry prefers to stay anonymous.
The theoretical framework of this study consisted of a literature review on decision-making and different theories of decision-making, focusing on a few founding models of decision-making. The theories of decision-making gave better understanding for the author to combine decision-making theories and the technology affecting decision-making. It also consisted of an overview of the grocery sector in Finland and the information resources used in the supermarket industry for strategic decision-making.
This research was conducted by using mixed research methods, mainly focusing on qualitative data. The data collection method chosen for this research was structured interviews with long-time employees of the commissioning company. The interview consisted of 16 questions, and it was designed to understand the consumer behaviour of the employees and customers of the commissioning company, from observations of the employees. Second point of focus was on the application and its effect on the consumer behaviour and how its user-friendliness and functionality can be improved.
With the results of the research, it can be concluded that technology, in this case the application, is affecting people’s consumer behaviour. All the employees interviewed agreed that there are minor shifts in their own consumer behaviour, and in the customer’s consumer behaviour. Suggestions to improve the application were mentioned by employees to improve the application’s features especially with regards to older people.
The theoretical framework of this study consisted of a literature review on decision-making and different theories of decision-making, focusing on a few founding models of decision-making. The theories of decision-making gave better understanding for the author to combine decision-making theories and the technology affecting decision-making. It also consisted of an overview of the grocery sector in Finland and the information resources used in the supermarket industry for strategic decision-making.
This research was conducted by using mixed research methods, mainly focusing on qualitative data. The data collection method chosen for this research was structured interviews with long-time employees of the commissioning company. The interview consisted of 16 questions, and it was designed to understand the consumer behaviour of the employees and customers of the commissioning company, from observations of the employees. Second point of focus was on the application and its effect on the consumer behaviour and how its user-friendliness and functionality can be improved.
With the results of the research, it can be concluded that technology, in this case the application, is affecting people’s consumer behaviour. All the employees interviewed agreed that there are minor shifts in their own consumer behaviour, and in the customer’s consumer behaviour. Suggestions to improve the application were mentioned by employees to improve the application’s features especially with regards to older people.