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Consumer Behavior Analysis
:-Gaurav R Arora :-Bhakti Roychowdhury :-Arihant Jain (GPBL III)
..........................10-12 3|Page ...................................................................................................................................................................Table of Contents Preface……………………………………………………………………………………………………… 3 Company background.......................................5 Decision Making Process...............................................................4 Market Share............................................6-9 Factors Influencing Purchase behaviour...................................................
By studying Kingfisher as a brand. Consumer behaviour entails understanding the entire chain of activities right from how the purchasing process is affected to how a brand motivates its consumers.Preface: Understanding the consumer behaviour is important for a brand as it helps to connect with their customers. international investment and tourism and is therefore central to the globalization taking place in many other industries and we attempt to study the industry in detail in our assignment through Kingfisher Airlines. Through its marketing efforts. Incorporated in 1995 as Deccan Aviation. the company is engaged in the business of providing passenger services. Kingfisher Airlines is one of the leading private players in the Indian aviation industry. Kingfisher is trying to favourably affect the consumer’s evaluation of the brand. It facilitates economic growth. This helps to set the brand personality and therefore how the brand is perceived by the customers. world trade. Aviation remains a large and growing industry. Our study will help to understand the brand personality of Kingfisher as perceived by the consumers and how the marketing efforts are affecting the brand. 4|Page . Through our market research effort we have attempted to bring out the various aspects of the decision making process and assess the marketing implications attached to it. we are trying to analyze how Kingfisher is perceived by the consumers.
and Deccan amongst others. Mangalore and Jaipur. Mumbai. Dibrugarh. Delhi. The airline offers several unique services to its customers. has acquired 26% stake in the budget airline Air Deccan and has option to buy further of 20% stake from the secondary market. Ahmadabad. India. Agartala. Hyderabad. Kingfisher Airlines currently operates with a brand new fleet of 8 Airbus A320 aircraft. Kolkata. Kingfisher Airlines is also the first Indian airline to order the Airbus A380. Cochin. 2005 with a fleet of 4 Airbus A320 aircrafts. In a short span of time Kingfisher Airline has carved a niche for itself. Air India. The airline currently operates on domestic routes. with extra-wide personalized screens in the aircraft and threecourse gourmet cuisine. Guwahati. 3 Airbus A319-100 aircraft and 4 ATR-72 aircraft. Jet Airways. It was the first airline in India to operate with all new aircrafts. Chennai. The destinations covered by Kingfisher Airlines are Bangalore.Company Background Kingfisher Airlines is a private airline based in Bangalore. UB holdings Ltd. accompanied with refreshments and music at the airport. Goa. audio and video on-demand. These include: personal valet at the airport to assist in baggage handling and boarding. The airline is owned by Vijay Mallya of United Beverages Group. A look at the market reveals that the major players in the Indian aviation sector market are Kingfisher Airlines. Pune. 5|Page . Kingfisher Airlines started its operations on May 9.
Market Share (2010) 6|Page .
For an effective implementation. Following are the six steps of consumer buying process:i) Problem Recognition (awareness of need) ii) Information search Iii) Evaluation of alternative IV) Purchase decision v) Purchase vi) Post-Purchase Evaluation i) Problem Recognition: .(awareness of need):.Decision Making Process Customers form one of the most important and crucial aspects that a company has to manage and focus so as to reach their business objective. it is very important for the company to understand the consumer buying process. determined by the degree of complexity. There are six stages that consumers have to undergo to make a purchase decision but all consumer decisions do not always include all six stages.This step basically refers to difference between desired state and the actual state of a consumer. 7|Page . Based on our research on kingfisher airlines.
If the consumer needs to travel and is restricted to • • • • Time Energy Accuracy Punctuality Kingfisher will be a perfect match for this profile of consumers.Problem recognition is generation of a thought process by consumer about the desired need and a thought to achieve it. The consumers will search and collect all the possible information that will be needed so as to satisfy his/her need and also to go one step further to transform his /her actual state to desired state. As per our research on kingfisher airlines . Consumer will now think about • • • • • • Means of travel Schedule Personal plan Maps and respected information. ii) Information search: . For kingfisher airlines. Travel class Advertisements iii) Evaluation of alternative:• • • • This is one of the most important step in which consumer will search for a various different alternative which satisfies his /her profile and respective needs.In this step the consumer does an analysis of the desired need . customers undergo with the thought process for travel which will stimulate the need to go by a respective means. so as to fulfill it the way he/she would like.following will be the alternative that might confuse our consumer to take decisions:Jet airways Kingfisher airlines Emirates (outdoors) 8|Page .
Mode of payment. In this the consumer will go with his chosen option (kingfisher) which satisfies his profile on the basis of the parameters discussed above. In this step the consumer decides to choose the kingfisher airlines for his/her journey because of:• • • Trust and loyalty Influence by viral marketing Etc. American airlines. Method of purchase. Energy. lets take Kingfisher. The consumer decides his/her alternative on the basis on following parameters:Time. Value added services. As far as our example goes the consumer will make an attempt to decide the final airline. V) Purchase:In this step the consumer finally makes purchase. Finance. Etc. 9|Page . Accuracy. For kingfisher the consumer will finally make payments and get his/her tickets done for the desired location. Packaging. Store.• Country airlines( Singapore airlines.etc) iv) Purchase decision:In this step the consumer will make a final decision of purchase and will decide the specific alternative which will satisfy his /her needs and wants. he/she goes with his/her chosen option and make a purchase about product and services they want. I.e.
If the services provided by kingfisher and also after journey response satisfies the consumer. he/ she will again make an attempt to buy the respective products again. If the consumer likes the services or product.vi)Post-Purchase Evolution:This is the most important step of consumer buying process. While travelling the consumer will notice the quality of services and comfort level which he will obtain. This step helps the most. On the basis of that the consumer will evaluate and generate idea and opinion about kingfisher. 10 | P a g e . to retain customers. he will blindly go for kingfisher again. based on after sales services and the product or services experience gained by the consumer. This step is generally based on two parameters :• • Satisfaction Dissatisfaction As we continue our example the consumer will travel by his/her chosen option.
Economic Situational:.Urban upper middle class. every time they travel can be a opinion leader for Kingfisher Airways Power of word of mouth has been magnified by the Internet and e-mail through positive feedback about Kingfisher Airlines on site such as mouthshut.Factors That Influence Consumer Purchase Behavior for Kingfisher Airlines PERSONAL FACTORS • Lifecycle Stage:- Lifestyle is a mode of living that is identified by activities How a person spends time and resources interests What a person considers important in the environment opinions what a person thinks of self and the world According to our research there is no age consideration as such.organinsing and interpreting. But generally kingfisher is known for business travelers’ aged 25+ and a person more concentrated on self status.People perceive Kingfisher provides efficient and timely service with value for money PHSYCOLOGICAL FACTOR SOCIAL FACTORS • Personal Influence:• Opinion leaders Aspects of personal influence important to marketing Word of mouth People who like to take risk in terms of trying new airways.com 11 | P a g e • . Attractive Cabin Crew Perception:-The process by which the individual use information to create a meaningful picture by selecting. Student. • • • • Occupation:. Word of mouth publicity.Brand image. Service. Motivational:.Business Man.
one from which a person wants to maintain a distance because of differences in values or behaviors Three groups have clear marketing implications Aspiration group Dissociative group • Family Influence:-Family members can strongly influence the buyer behavior.• Reference Groups. Membership group • • • one to which a person actually belongs one with which a person wishes to be identified. Kingfisher is interested in roles and influence of both spouse and children for the use of their services. Businessman’s and Business Professional. CULTURAL FACTORS • • 12 | P a g e ..Progressive bent of mind and modern outlook Social Class: . Reference groups have an important influence on the purchase of high end airline like Kingfisher. Culture:. Doctors.Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.Engineers.
in-flight entertainment systems and great quality food. Users of the airline relate to the fact that the airline is perceived to be a carrier for “high-end” travelers and for travelers who have “arrived” in life. 13 | P a g e . This has been further enhanced by featuring models like Yana Gupta in different advertisements and through the flamboyant nature of the owner Vijay Mallya himself. It exudes an air of luxury with the sophisticated cabins.Personifying Kingfisher Airlines (Users and Non Users) One of the most important aspects of a person in the services arena is the level of grooming and present ability – This sets the perception and first impression among customers who will be availing of the services. This is where Kingfisher scores the maximum points – The advertisements emphasizing the fact that Kingfisher is the most high-end domestic carrier have all been winners.
well-done interiors and trained airhostesses. The extra cost is precisely what is recovered from the passengers by putting an extra premium on the ticket fares. A true winner in today’s world is one who is highly presentable. Hence. food and service by the cabin crew are of the highest quality. After all if a team can win a cricket match with Suresh Raina then there is no need to hire Sachin Tendulkar – How Kingfisher Airlines exerts a pull on customers • Kingfisher Airlines is not be a run-of-the mill Indian budget airline. Kingfisher Airlines will be emphasizing on spunky. The service is marvelous – the entertainment system. 14 | P a g e . handsome and the best in his field of work – and all this with a steady head on his shoulders with a down to the earth attitude. This is where Kingfisher comes up trumps. this category of travelers would rather go in for a no frills airlines – akin to a person who is probably not the best or the smartest but has enough to get the job done and comes at a lower price. For Users of the flight it is easily comparable to a Roger Federer – Polished. For non-users of this brand the airline is like a person with very high tastes and hence a high maintenance cost. Any concern about the airline being all fizz is quickly dispelled as one enters and gets seated in one of the comfortable reclining seats. polished but also has the depth of knowledge and qualities in his or her chosen area of expertise. • • Borrowing from the Kingfisher beer tagline of "The King of Good Times" the theme of "Fly the Good Times" is given to KFA.However one rarely likes a person who is only about grooming and lacks depth and quality. People relate it to someone who is too good to be true – with the tradeoff being the extra expense that needs to be incurred in order to ensure that the high standards can be maintained.
• • The Kingfisher brand of exuberant. Kingfisher Airline has roped in model Katrina Kaif to endorse the airline. Brand endorsement. The Kingfisher "Fun liners" will have in-flight silent auctions for lifestyle products and sales of packaged food and beverages. (Contests like `Kingfisher flying face of the month' are on cards). youthful and fast-paced image is leveraged (the brand recall).• Kingfisher is planning to capture the Indian budget airline market with the twin engines of 'special flying experience' and 'value for money'. respondent) Analysis of Data Motivation to travel by Kingfisher (60 15 | P a g e . • • The Kingfisher airhostesses will be selected through a nationwide contest.
Meeting Customer Aspirations According to our research.A380. • • • • • • • • • On time flight services Entertainment Comfort & Cozy interiors Myriad exclusive deals Value added services Well trained staff Key player in luxury line airbus Updated Aircrafts (A320. the Marketing Division of Kingfisher Airlines has adequately understood the target audience because they excel in providing world class services as mentioned below for the target elite set.A350) Value based safe and enjoyable travel experience 16 | P a g e .
therefore. And. Many of Kingfisher’s competitors are now consolidating their brand. The following recommendations have been put forth by us based on our extensive research and feedback provided by the respondents. • Kingfisher airlines can think about lowering the prices of their tickets even though their target market is the elite class. as well. it puts valuefor-money above all. Increase advertising expense will help brand Kingfisher gain further market space and strengthen brand recall Can rope in celebrities for endorsements like Milind Soman / Ranbir kapoor who are youth icons of today representing the upper cool. 17 | P a g e • • . swish set.Recommendations The success of Kingfisher Airlines branding strategy has led to a change in the competition's marketing strategies.
com (Accessed on 27th July 2010) 18 | P a g e .articlebase.• Can improve their child care and entertainment services by providing games like Play station etc for kids. Bangalore as these sectors account for high payload • Kingfisher campaigns. Collate. Chennai. Can introduce schemes like free tickets for Frequent Fliers Kingfisher Airlines can introduce Late bird / Night bird flights between metros • • • Kingfisher Airlines should schedule more number of flights to and from station like Delhi. Mumbai. Airlines needs to undertake aggressive Marketing • Kingfisher Airlines should undertake customers satisfaction surveys regularly • Kingfisher Airlines should make provisions to add up more financial benefits for its passengers • New approaches should be identified and rewarded so that it serves as example for others Bibliography • “The Brand that Stands Apart” http://www.
Loudon& Albert J.htm (Accessed on 27th July 2010) • http://Airline /Consumer purchase decision process.com (Accessed on 27th July 2010) • “Strategies of Kingfisher Airlines”. Questionnaire Consumer Behavior Research on Kingfisher Airlines Profile: Name: Age: _________________________________________ 15-25 25-30 30 – 40 40 & above 19 | P a g e .htm • “Consumer Behavior”. interview with Mr.htm (Accessed on 28th July 2010) • http://market share/Airline. Girish Shah(former head marketing Kingfisher Airline ltd) http://www. David l. 12th April 2010 http://www.articlebase. Tata Mc Graw-Hill.• “ Ensuring Travelers enjoy the Good Times”.strategies/kingfisher. fourth edition.
specify __________________ 1. Kingfisher primarily is - FMCG Beverage manufacturer Airlines None of these No idea 1. Kingfisher as a Brand stands for • Modern Youth Brand • VAS (Value Added Service) • Total Service Consistency • Low Tariff • Connectivity 1. Where have you seen Kingfisher Advertisement? • Newspaper ads • TV/Radio Ads • Hoardings • Posters & Banners • Internet Other Pls.Gender: Male Female Business Service Student Other Profession: • • • • • 1. Have you travelled by Kingfisher Airlines? • • Yes No 20 | P a g e If yes then why? .
No. • • • • • What influences your decision to travel by Kingfisher Airlines? Image of the brand Fare structure Word of mouth publicity Social Status All of these 1. then why? 1.• • • • • Service efficiency Fare structure On time efficiency Ease of online booking All of these If no. Items Too Bad Bad (2) Ok (3) Good (4) Very Good 21 | P a g e . Rate the importance of following factors on 5 Point Scale while rating Kingfisher S. • • • • • Whom do you relate Kingfisher Airlines to? Business travelers Celebrities Youth Foreign Travelers Budget Travelers 7.
11. 8. 12. 13. Attitude uniform of employees In-flight modern facilities & & (5) clean Quality & variety of in-flight food Efficiency in the check-in process On-time airlines performance of Proper information to customers in advance in case of flight delays & rescheduling Prompt attention to customer’s personal needs Sincerity & friendly attitude by the employees Safety standards are maintained & emphasized Safety standards are maintained during flights by the crew Employees are courteous & helpful Proper ground facilities are maintained Numerous ticketing mediums are available to the customers Enough available information is about Kingfisher 22 | P a g e 7. 9. 2.(1) 1. Appearance. 5. 14. 4. 3. . 6. 10.
prior to purchase 15. Would you recommend Kingfisher airlines as a brand to others? Yes No Not Sure Please provide the reason for above. pillows etc. No. Items Very Unsure (1) Unsu re (2) Neutr al (3) Sur e (4) Very Sure (5) 16. are in proper condition S. It is most likely that I would choose Kingfisher if I liked its advertisement. blankets.g. I will definitely choose Kingfisher over other brands 17. 8. Any other feedback you would like to share about Kingfisher. 23 | P a g e . In-flight facilities e. in case your answer is “No”. ______________________________________________________________ 9.
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