Project Report Prepared on

BUYING BEHAVIOUR OF CUSTOMER IN

AVIATION INDUSTRY

Prepared by:
HARENDRA N.PUROHIT
KIRAN SINGH

Under the guidance of

MISS VIBHA MAM
G.I.D.C ROFFEL BUSINESS
SCHOOL, VAPI

DECLARATION

We, MR. HARENDRA N.PUROHIT AND KIRAN SINGH

Students of G.I.D.C ROFEL BUSINESS SCHOOL, VAPI Approved
by All India Council for Technical Education, hereby declared
that this project report is result of culmination of our sincere
efforts.

We declare that this submitted work is done in group by

us and to the best of our knowledge. No such work has been
submitted by any other person for the award of degree or
diploma.

We also declare that all the information collected from

various secondary sources has been duly acknowledge in this
project report.

HARENDRA N.PUROHIT
 KIRAN
SINGH

EXECUTIVE SUMMARY

This report covers the aspects of changing patterns of

consumer behaviour of aviation industry. This will be helpful for
aviation industry to know where they are lacking.

This report aims at understanding that “consumer behaviour of

aviation industry”

For this project:

We take 61 respondents sample size and choose two big

airlines, one is jet airline and second one is AIR INDIA.
7p’s Of Aviation Industry in India
JET AIRWAYS
PRODUCT
Special Services

Infant and child care, wheel chair assistance, expectant mothers,

unaccompanied minors, medical emergencies, travelling with animals &
carriage of stretchers

• Jet Mobile
• Jet Kids
• Jet Escapes
• Cargo

PRICE
• Economy & Club Premiere Fare
• Discounted fare for senior citizens & defense personnel
• Advance Passenger Excursion/ APEX Fares
• One Fare
• Night Saver Fares
• Check Fares
• US Dollar Fares & Visit India Fares

PLACE
• Place of Service – Aircraft
• Various Destinations

PROMOTION
• Offers
• Companion Free Offer, One Fare, Concessional fares, JET
PRIVILEGE Offers,

Jet Airways Citibank Credit Cards, Corporate Deal Offers, International

Specials, Camp Rock contest, Festival specials, Student specials,
Surprises etc.

Advertising and Branding

• Hoardings
 • Brand Ambassadors

• Sponsorships

• Event Organization

PEOPLE
• Employees

• Pilot, Cabin Attendants, Engineers, Customer Service Agents,

Securities, Marketing, Sales & Reservation employees

• Customers

PROCESS

People Processing

• People physically enter the service system to receive the

service. Aircraft is the service factory where service is
delivered.

Possession Processing

• Cargo

• Luggage & Courier

PHYSICAL EVIDENCE

• Service scape

Service scape usage - Interpersonal

Complexity of Service scape - Elaborate

• Flight
 • Offices - Org. & Ticket Booking Agents

• Virtual Service scape

AIR INDIA

PRODUCT
State-owned national flag carrier of India

16th largest airline in Asia

Fleet of 136 aircraft

Serve 28 major destinations worldwide.

In 2010, Air India is expected to join prestigious Star Alliance, the

world's largest airline alliance.

The air transport service

PRICING
Variety of structured price bands categorized on the basis of the
various combinations of routes (Short/long distances and number of
halts etc.) and categories (i.e. Business class, Economy class).
PROMOTIONS
Point of purchases i.e. ticketing counters at traveling agencies, online
options (E.g. Membership promotions, couple tickets, Tourist packages
for agencies and various other individual and corporate offers)
PLACE
Ticketing counters delivering services
PEOPLE
A team of skilled & professionally trained pilots, ground staff, flight
attendants, freight movers and packers, security personnel,
management decision makers and most importantly, customers.
PROCESS
To avail of the air service, there is online or manual booking of tickets
followed by confirmation at security desks on arrival at the airport at
least 2 hrs. before the scheduled commencement of the journey. After
boarding the aircraft, basic after sales services are provided to those
who avail of the range of services available. Besides, arranging for
passenger travel post landing to the convenient destination,
 arrangements made if flights are delayed or rescheduled etc are some
of the value additions that the airline offers to provide improved
customer satisfaction.
PHYSICAL EVIDENCE : The service itself

MARKETING SEGMENTATION-JET

DEMOGRAPHIC SEGMENTATION

• Jet has two economy class subsidiaries, namely Jet Lit and Jet
Airways Konnect

PSYCHOGRAPHIC SEGMENTATION

• Golden Jet Escapes

• Jet kids which is a special program for children aged 2 to 12

• Jet mall in partnership with ELVY-premier and domestic

BEHAVIOURAL SEGMENTATION

• Jet Privilege- for frequent flyers

• Jet Mobile

MARKETING SEGMENTATION-AIR INDIA

Demographic
• Business and economy class

Psychographic

• National carrier as a household name.

Behavioural

• Still preferred airline for the govt. staff and old clientele.

MARKET SURVEY ON AVIATION INDUSTRY

OBJECTIVE:

• TO UNDERSTAND THE CONSUMER BEHAVIOR OF INDIANS

TRAVELLING BY AIR.
 • TO DETERMINE THE CURRENT SCENARIO IN AVIATION INDUSTRY.

QUESTIONNAIRE FOR AVIATION

1. Name __________________________________

2. Sex

Male Female

3. Income (per month)

10,000 to 25000 25000 to 40,000

> 40,000

4. Factors you consider for selecting air line

Price schedule time service

others

5. Which airline you prefer more?

Jet Air India Others

6. Do you recommend to others?

Yes No

7. from where you buy ticket?

From air port online

Agent

8. In Which class do you normally fly?

Economy class Business class

9. How do u rate services offered by following airlines?

 Very poor Poor Good Very good

Air India

Jet

10. You suggestions if

any_______________________________________________________________________
__________________________________________________________________________
__

Chi-square Test

HO: Income does not affect the overall buying behaviour of customer for
choose aviation class

H1: Income affects the overall buying behaviour of customer for choose
aviation class

Class
Inco
Econo Busin Total
me
my ess
10 to
25 16 7 23
25 to
40 14 12 26
> 40 2 10 12
Total 32 29 61

Calculated Value: 8.88

Tabulated Value: 5.99 [degree of freedom: (r-1) (c-1) = (3-1)

(2-1) = 2X1 = 2]

Interpretation: As C.V >T.V, H0 is rejected, hence Income affect the

overall buying behaviour of customer for choose aviation class.

Graphs:
1 - SEX
As per our survey 39% are female respondent and 61% are male
respondent. We take total 61 sample size and from that 24 are females
and 37 are male.

2 - INCOME

As per our survey 20% respondents income are above 40,000 and 38%
respondent income are between the 10 to 25 thousands and 42%
respondent income are between the 25 to 40 thousands

3 - FACTORS YOU CONSIDER FOR SELECTING AIR LINE

From the graph, it show that consumer prefer relatively same as price,
schedule and service.

All are effects on selects the airlines.

4 - WHICH AIRLINE YOU PREFER MORE?

From this graph AIR INDIA popularity are high with compare to the JET
AIRLINE.

5 - DO YOU RECOMMEND TO OTHERS?

The graph show that 77% consumers are not satisfied the desire service
from the chosen airline.
6 - FROM WHERE YOU BUY TICKET?

From the graph, it show that for buy a tickets consumer use online more
instead of agent throw or physical going the airports.

7 - IN WHICH CLASS DO YOU NORMALLY FLY?

According to our survey consumer use more economy class with compare
to the business class. For that reasons today more airlines want to
attracted these types of consumers. And some airlines want to convert 1st
class A.C. railways consumer to airline economy class.

8 - HOW DO U RATE SERVICES OFFERED BY FOLLOWING

AIRLINES?
From this graph respondents give good rating for both the airlines AIR
INDIA and JET AIRLINE.

CONCLUSION

• From the above research done on the AVIATION INDUSTRY

following conclusion will be drawn:-

• From the chi square test, it shows that income level of

consumer will effect in the selection of the class of
aviation service economy and business.

• If the income level of consumer are high then consumer

prefer more service and schedule time instead of price

• In the mind of consumer there perception is good for AIR

INDIA with compare to JET AIRLINE.

• Accordingly to our survey consumer are more travelling in

the economy class with compare to the business class?
• According to our survey consumer use online buy ticket
more with compare to the agent throw or physically going
ticket place.