Business Research - Consumption Behavior Airline Consumers
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Added on 2020-04-01
Business Research - Consumption Behavior Airline Consumers
Added on 2020-04-01
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Running head: BUSINESS RESEARCH METHOD Business Research MethodName of the Student:Name of the University:Author note:
1BUSINESS RESEARCH METHODThere is no denying the fact that the rapid growth of the low-cost carriers and thepreference of the consumers to avail the service of the same are indeed providing cut-throatcompetition to the normal Full Service Carriers. As a result, the preference of the airlineconsumers to opt their way out of the superlative legacy carriers, for the sake of lowering thetravelling expenses, can threaten the stability of the airline industry. Hence, it has becomeimperative to develop a clear understanding of the common factors that influence the buyingdecision of the airline travellers. Multiple factors, such as brand image, total expenses involvedor the quality of service experienced at previous times, can influence the consumption behaviourof the travellers. This is exactly the reason why a survey has been conducted on the selectedconsumers of the airline industry, whereby the responses of the consumers regarding their airlineservice preferences can be understood, and accordingly changes in service quality or price can berecommended for the airline companies. The importance of the survey questionnaire for this research cannot be understated, andthe questionnaire does play a crucial role in addressing the needs of the research. Hence, thesurvey questionnaire has been designed and he questions therein have been structured with greatdetail. First of all, while writing the questions for the questionnaire, the aims and the objectivesof the research have been carefully studied. The research aims and objectives had been writtendown, following which the information that the research sought, had been carefully noted down,and accordingly the research questions were being formulated. It has been observed that the aimof the research is to develop an understanding of the factors, that influence the consumptionbehaviour of the airline consumers and to offer recommendations accordingly. Thus, since theresearch project intends to critically evaluate the consumption behaviour of the airline customers,and the factors affecting the same, the questions incorporated in the survey intended to ask the
2BUSINESS RESEARCH METHODrespondents about the extent, factors like the loyalty programs, low fares, or online booking caninfluence their consumption decision (Orcher 2016). However, before asking the case-specificquestions, a few questions were being kept at the top of the questionnaire pertaining to the basic,demographic details of the respondents, such as their marital status, employment status andtravelling frequency. This helped in understanding the background of each of the respondentsstudied. Next, as many questions related to the case as possible, were being framed and put onthe questionnaire, and after careful checking, the less relevant questions or almost similarquestions were being successfully removed (Briscoe et al. 2013). For example, at one point, thequestion “I would prefer a low fare plane over a high fare plane, even given a better quality ofservice” as framed, and another question almost similar to that “Price is an important factoraffecting my buying decision” was also framed. In order to prevent unnecessary questions, thesecond question was being removed. At the same time, since the survey intended to record theresponses of the customers on a Likert Scale, the survey questions were being soon translatedinto survey statements, to which the respondent were expected to respond as per his degree ofagreement. Next, while framing the survey questionnaire, any kind of vague or ambiguousexpressions, have been eliminated, and the language of each survey question has been keptsimple and easily comprehensible (Fowler 2013) . While designing the questionnaire, a smoothflow from one topic to the next has also been ensured. Hence, the basic personal details of theinterviewee is followed by the case-specific close-ended questions, ultimately leading to theopen-ended questions. In order to ensure a logical flow, amongst all the questions, the firstquestion asks the respondent about the overall quality of satisfaction he gets to experience whileboarding a flight, and then takes him to state the extent to which he will prioritize qualitysatisfaction over service price. Since some of the keywords might not be comprehensible to the
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