Market research on
consumer behavior and noticing the associated patterns of changes makes it
possible to dispel the old beliefs and effect suitable changes in the
strategies of business. One such recent study conducted by the Indian Institute
of Management, Ahmedabad, has dispelled the old notion related to the Indian aviation
that it is a price sensitive market and it is essentially by maintaining the lowest air fare of the tickets that the
airlines are able to garner more of market share and customer loyalty.
The study has
concluded that it is the on-time performance or the parameter of punctuality
that the customers prefer over the cheap flights when it comes to deciding on which airline to travel. This means
that the passengers are more concerned about reaching their destinations on
time rather than worrying about higher prices of the air tickets. They are now
more inclined towards taking a costly ticket from an airline which they feel
will fly them on time rather than buying cheap from a carrier whose flight schedule is erratic and prone to
delays or cancellations.
The other important criteria
for passengers is how safely their luggage is handled all through the process.
In other words, the passengers are more concerned about the track record of
loss of luggage on the airline when it comes to deciding on which carrier to
fly with.
The study has found
that the price of tickets got the average weight of only 9 percent. The parameter
which was at the bottom of list was the frequency of airline. It really did not
matter for people anymore on how many flights an airline would have in a
particular day or week when it comes to travelling by air.
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