“BRAND LOYALTY UNDER DIFFERENT BUYING

SITUATION- AIRLINE INDUSTRY”

DISSERTATION
2009

Submitted for the partial fulfillment of the

requirement for the award

Of

POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED BY

MR. ANIMESH KUMAR

ROLL NO. 7126

UNDER THE SUPERVISION OF

Internal: Mrs. TARUNA GAUTAM

Department of Management
INSTITUTE OF MANAGEMENT EDUCATION,
SAHIBABAD
 ACKNOWLEDGEMENT

No individual can get immense success without the proper guidance of his / her elders.
First of all I would like to express my sincere thanks to my dissertation guide Mrs.
Taruna Gautam ( Faculty, IME Sahibabad) for her concepts, guidance, supports,
inspiration and encouragement to me to work sincerely. Without her support I was out of
my reach.

It was fail in my duty if I forget to thanks my parents and well wishers, who help me
directly or indirectly in some way or in making project successful.

Last but not the least I would like to convey my regards to almighty for their blessing,
without which virtually this work would not have been possible.

ANIMESH KUMAR
 ABSTRACT

Few inventions have changed how people live and experience the world as deeply
as the invention of the airplane. During the both World Wars, government subsidies and
demands for new airplanes vastly improved techniques for designing and building them.
Following the Second World War, the first commercial airplane routes were set up in
Europe. The industry has progressed to the point now where it would be hard to think of
life without air travel. It has shortened travel time and altered our concept of distance,
making it possible for us to visit and conduct business in places once considered remote.

If the airline industry could be described in three words, they would be “intensely
competitive market”. In recent years there has been an industry-wide shakedown will
have far-reaching effects on the industry’s trend towards expanding domestic and
international services. Originally, the airline industry was either partly or wholly
government owned. This is still true in many countries, but in the United States all major
airlines are private.