Impact of Pricing on EasyJet Sales and Customers Research

This research project investigates the impact of pricing on customer satisfaction and sales, using EasyJet as a case study. The project begins with an introduction outlining the research's aims, objectives, and research questions. Task 1 focuses on formulating the research project, including defining aims, objectives, and research questions, as well as identifying factors influencing the selection of the research project, and a critical review of key references. Task 2 details the research investigation, including matching resources to the research hypothesis, conducting the investigation according to agreed procedures, and recording and collecting relevant data using questionnaires. Task 3 covers research evaluation techniques and recommendations based on the findings. The project evaluates the importance of pricing in the success of a firm, drawing on various sources to analyze the airline's pricing strategy and its effects. The research also includes plans and procedures for the research specification, encompassing resource allocation, data collection, and data evaluation to draw conclusions and recommendations for EasyJet's pricing strategy and its impact on customers and sales.

Research Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible research project...............................................................1
1.2 Factors that contribute in the selection of research project..............................................2
1.3 Critical review of key references......................................................................................3
Evaluation of pricing and its importance in success of firm..................................................3
1.4 Research project specification..........................................................................................4
1.5 Appropriate plans and procedures for research specification...........................................5
TASK 2............................................................................................................................................6
2.1 Match resources efficiently to research hypothesis..........................................................6
2.2 Research investigation in accordance with agreed procedures........................................6
2.3 Record and collect relevant data.......................................................................................8
TASK 3..........................................................................................................................................16
3.1 Research evaluation techniques......................................................................................16
3.2 Recommendations in research and link with the findings..............................................17
TASK 4..........................................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Research is known as a step by step study in which researcher evaluates various aspects
and terms related with topic of study in order to draw valid conclusion. Right tools, methods and
techniques should be used by the researcher for this (Boardman and et. al., 2017). Every research
is carried out with a specific purpose and objective. This project in based on examining the
impact of price of a product on its sales and customers with special reference to EasyJet. Further,
this require various sources which a firm should have to achieve it. Right and effective pricing
strategy should be used by firm to set the price of its products as this helps in attracting a large
number of customers towards it.
TASK 1
1.1 Formulate and record possible research project
This research is based on collecting information related with the impact of prices of
goods and services on customers. Report is going to outline the areas and data that helps the
researcher in attaining set aim and objectives of research in a proper manner. Further, main
objective of research is to examine the impact of product’s price on its sales and customers
(Bryson, Ackermann and Eden, 2016). Various tools and techniques are used by the investigator
to collect and examine the opinions of various respondents in order to recommend EasyJet on its
pricing strategy. This whole research project is based on the following topic:
Topic: “To identify the impact of product's price on customers and its sales” - A case
study on EasyJet.
This project is based on analysing the price of a product and services on its customers.
Aims: This is defined as a goal which firm wants to achieve in given time duration. It is
necessary for researcher to indicate the use of aim so that research activities can be carried out in
an effective manner. Aim of this project is to “To identify the impact of product's price on
customers and its sales” - A case study on EasyJet.
Objectives: These are known as general guidelines which are needed to be followed by the
researcher during whole study (Cegarra-Navarro and et. al., 2016). It is very important to form at
least two or three objectives of study related with the topic of research. This increases the
chances of getting appropriate results. Objectives of this research are as follows:
 To identify the impact of price on its sales and customers of EasyJet
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 To examine the benefits of setting a right price of a product in EasyJet
 To analyse the effectiveness of pricing strategy on the growth and success of EasyJet
Research Questions: Researcher formulates some questions related with the topic of research.
Every aspect which affects the activities of research and actions of investigator should be
considered during formulation of research questions. All this helps the researcher in carrying out
study in an effective manner. Further, this increases the chances of getting better outcomes.
Research questions related with this study are as follows:
 Are you satisfy with current pricing strategy of EasyJet?
 Does price plays a big role in attract customers towards it?
 Does services of EasyJet are valuable in better satisfy the needs of its customers?
1.2 Factors that contribute in the selection of research project
Research helps researcher in collect huge amount of information and at the same time
help in draw valid conclusion. Further, this helps investigator in take right decision. It is
necessary for the researcher to identify major factors which affect activities of research and its
final results. Different factors are there that contribute in the process and success of research
project which are as follows:
 Research helps researcher in collect huge amount of information related with the topic of
research which help in gain better results and outcomes (Forrer and Fort, 2016). One of
the major elements which must be considered by the researcher is the final outcome and
objective of research. Purpose of carrying out investigation should be considered by
investigator before carrying out research.
 Support enterprises in make right investment decisions is one of the major consent of
research. As this also help in carry out research in an effective manner.
Major elements which will contribute in evaluate the study in context of EasyJet are as follows:
 Introduction: This project is based on EasyJet which want to ascertain the impact of
price of a product on its sales and customers. In this aspect of research, all objectives and
aims of research with research question and objectives get formulate. All this support
researcher in carry out investigation in an effective way.
 Literature review: This is known as one of the core and most important element of
research. It consists aspects of various scholars and authors. Researcher examines the
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writer's aspect in order to evaluate a term and to understand more about it (Grant, 2016).
All this help researcher in more effective and valid conclusion.
 Methodology: Every research require use of appropriate and suitable methods and
different techniques as all this contribute in success and effective execution of all
research activities. This enhance the chances of getting better results. For this, it I very
necessary for researcher to examine all available methodologies to execute research
activities.
 Data collection: This section of research indicate about various sources of collecting data
related with the topic of research. With help of this, EasyJet can collect relevant data
related with research topic from respondents and can achieve better results.
 Data Evaluation: After collect huge amount of data, next step involve in study is
evaluate and present the same in an appropriate manner. Data evaluation need to be done
with help of charts and graphs as this help in better understand the main findings of
research and support manager in take right decision.
 Conclusion and recommendation: This is known as the last step of research in this
researcher draw the conclusion and recommendation on the basis of collected data. This
enhance the effectiveness of business activities.
1.3 Critical review of key references
This section of research indicates the views and opinions of various authors and scholars.
In every research, it is very important for the investigator to include literature review as this help
in examine the term in an effective way which help researcher in get better outcomes. On the
basis of critical reviews, all terms get examined which enhance the understanding of researcher.
Study of EasyJet contain following factors:
Evaluation of pricing and its importance in success of firm
As per the point view of Obeidat, 2016, price is known as one of the major elements of
any product. This indicates monetary value of a product which a firm charges from its customers
in exchange of value and features of that good. Price is the element which decides a success and
failure of company's offerings. So, it is very important for the enterprise to set right price of a
product and for achieving the same, various factors are there that are required to be examined by
the firm. Price of a product should be that, it not only help firm in generate more number of
3.

profits but at the same time help organisation to offer value to its customers. This helps the
business entity in retaining customers for a long period of time.
Laszlo, 2017said that right price of product help firm in attract large number of customers
and for provide a large and strong customers base. Further, effective and right pricing strategy
provide competitive benefit to organisation and ensure long survival of organisation. Various
elements such as labour and production cost, raw material and many more should be considered
by the firm before deciding final price of a product. With this, firm can generate a high amount
of profit. In order to offer quality products to customers at affordable price, it is very important
for the enterprise to utilise all available resources at an optimum level. Further, EasyJet can
implement a cost effective approach which not only reduces the production cost but at the same
time, removes various obstacles that rise in serving customers.
Price is known as one of the most essential elements of every product and service.
Various aspects which affect the final price of a product should be considered by manager and at
the same time, all efforts should be made by managers to minimise the price of product
(Grigoris, 2016). This helps the organisation in attracting a large number of customers and at the
same time help in form a large and string customer base which provide various long term
benefits to organisation.
1.4 Research project specification
Every research project requires a suitable and appropriate specification of study. Consider
all aims and objectives of research is very necessary for formulate hypothesis on that. Scope of
this project is broad as this contain the understanding about the impact of price of a product on
its sales and customers. Further, this indicate the use of various methods which help in drawing a
better conclusion.
Questionnaire is known as one of the best tools which help researcher in collecting huge
amount of relevant data related with the topic of research. This signifies that research should be
carried out in an effective manner (Hales and et. al., 2016). This enhances the chances of getting
appropriate results. With this, EasyJet can better understand the impact of price on success of it
and on its customers.
4.

1.5 Appropriate plans and procedures for research specification
Each assignment needs to make various plans and methods so that it can be completed on
time. For this, Gantt chart is to be selected so that targets and goals can be accomplished. This
results in efficient work.
Gantt chart: It is the process which provides various plans and methods of completing the
project. It helps EasyJet to achieve the objectives and goals. They can manage the operations and
tasks easily. This leads to efficient and effective functioning of the firm. It results in increasing
the sales and profits of the firm. Thus, it results in the growth and success of firm.
5.

TASK 2
2.1 Match resources efficiently to research hypothesis
Number of resources are there which require to be optimum utilise during research activities to
carry all operations in right manner. This help researcher in find the answer of research question
and also help in formulate right and accurate hypothesis related with research. Different
resources which help in achieve better outcomes are as follows:
 Finance: Funds are known as one of the most essential and important component of
every project. For carry out all research activities in adequate manner and to achieve
better outcomes of results it is very important that firm should have adequate amount of
funds.
 Human resources: Employees are the one who execute all business resources
(Herghiligiu and et. al., 2016). So, it is very necessary that employees should have
required skills and abilities to perform their job roles in an effective manner.
2.2 Research investigation in accordance with agreed procedures
Questionnaire
Name:
Gender:
Occupation:
Age:
Email id:
Contact no.:
Q1) How satisfied you are with the pricing strategy of products and services of EasyJet?
 Extremely satisfied
 Very satisfied
 Moderately satisfied
 Not so satisfied
 Not at all satisfied
Q2) Can you tell regarding the pricing with respect to products and services of other brands?
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 A lot expensive than others
 A little expensive than others
 Same as others
 Little cheaper than others
 Lot cheaper than others
Q3) When compared to other brands of this category, what are your perceptions towards the
value of money?
 A lot more than others
 A little more than others
 Same as others
 A little less than others
 A lot less than others
Q4) Do you think that a cheaper product should be introduces in the market?
 Yes
 No
Q5) Which of the following one describes your need for this product?
 I really need this product
 This is better over what I currently use. This
 My current product would serve me better
 I am not interested in this product
Q6) Do you think that price plays a big role in attract customers towards it?
 Yes
 No
Q7) Do you think that services of EasyJet are valuable in better satisfy the needs of its
customers?
 Yes
 No
. ThisQ8) Which ranking would you like to give to the products and services offered by
EasyJet?
 Excellent
 Good
7.

 Average
 Satisfactory
Q9) Does EasyJet require to adopt changes in its current pricing strategy?
 Yes
 No
Q10) Any recommendation for EasyJet related with pricing of its products and services.
2.3 Record and collect relevant data
Theme 1: Satisfy with the pricing strategy of products and services of EasyJet?
Q1) How satisfied you are with the pricing
strategy of products and services of EasyJet?
Frequency
Extremely satisfied 8
Very satisfied 10
Moderately satisfied 5
Not so satisfied 5
Not at all satisfied 2
Extremely satisfied
Very satisfied
Moderately satisfied
Not so satisfied
Not at all satisfied
0
2
4
6
8
10
12
8.

Theme 2: Price with respect to products and services of other brands? Interpretation: From
the given graph, it can be summarised that 10 out of 30 respondents give their views in the
favour that they are very satisfied with the pricing strategy adopt of EasyJet to set the final price
of its products and services. As per these individuals EasyJet offer them quality products and
services. Further, 8 respondents said that they are extremely satisfied with pricing strategy of
EasyJet. In addition to this some individuals said that they are moderately satisfied while some
are not so satisfied with the products and services offer by EasyJet.
Theme 2: Price with respect to products and services of other brands?
Q2) Can you tell regarding the pricing with
respect to products and services of other
brands?
Frequency
A lot expensive than others 3
A little expensive than others 7
Same as others 11
Little cheaper than others 8
Lot cheaper than others 1
A lot expensive than others
Same as others
Lot cheaper than others
0
2
4
6
8
10
12
9.

Interpretation: From the given picture, it can be concluded that 11 out of 30 respondents
said that pricing strategy of EasyJet is same as like the other brands who deals in same sector.
Some said that price of products and services of EasyJet is little cheaper than other and this is the
main reason which attracts them towards its products and services. 7 respondents give their
views that pricing strategy of EasyJet is little expensive as compare to the other brands.
Theme 3: Perceptions towards the value of money
Q3) When compared to other brands of this
category, what are your perceptions towards
the value of money?
Frequency
A lot more than others 4
A little more than others 6
Same as others 10
A little less than others 7
A lot less than others 3
A lot more than others
A little more than others
Same as others
A little less than others
A lot less than others
0
2
4
6
8
10
12
Interpretation: From the given picture, it can be summarised that 10 respondents said
that their perception towards the products and other offering of EasyJet is same as like various
other brands. While 6 out of 30 respondents said that their perception regarding services of
10.