This report provides a comprehensive analysis of the competitive challenges faced by Cathay Pacific Airways in the Hong Kong airline industry. It examines the impact of intense competition, particularly the influence of pricing strategies and discounts on the airline's financial performance and profitability. The report delves into consumer behavior, exploring factors such as decision-making processes, motivational factors, brand perception, and the effects of social media and marketing. A detailed literature review is presented, drawing upon various scholarly sources to understand the dynamics of consumer choices in the airline sector. The findings highlight the importance of understanding consumer preferences beyond pricing, including service quality, brand image, and the role of social media in influencing purchasing decisions. The report concludes with recommendations for Cathay Pacific Airways to improve its sales and profitability by leveraging non-price factors to attract and retain customers in a highly competitive market.