Micro targeting: A data driven analysis to understand online consumer behaviour with focus on travel industry

Abstract

Marketers of recent times are aware of consumer preferences and are making use of
the technological revolution to enhance their experience through hyper-targeted advertising to
create a personalized experience for them. Thanks to micro-targeting, companies know us
better than we know our self to create customized content. The paper attempts to study the
influence of micro-targeting towards the formation of consumer experience and also to
analyse the role of it in the development of purchase intention. The study was conducted
through a survey using a structured questionnaire by collecting data through a convenience
sampling method in and around Bangalore. Regression analysis was used to understand the
relationship between variables and data was analysed through SPSS software to determine the
result of the study. The respondents use digital platforms intensively for their travel-related
activities and in addition to the detailed analysis of their usage and effect of online
advertisement, a model was developed to understand the effect of micro-targeting on
consumer experience and purchase intention. This research study would be useful to the
online travel industry in understanding how micro-targeting is beneficial for enhancing
consumer experience online. Organizations that are in marketing and strategizing can use the
finding of the research study to understand the impact of micro-targeting and its variables.
There has not been any direct study to see the influence of micro-targeting on consumer
buying behaviour with a focus on the travel industry hence this research paper is novel.