What influences you to buy a product or a service?Is the price or quality?

Did the social

media play an important role or it was just an advertisement that motivated you?Did you
seek help from family or friends before taking the decision?Consumers are continually
evolving in their buying behavior based on their life situations.The five steps involved in the
consumer decision-making process are : Need,Information Search,Evaluation of
alternatives,Purchase Decision,Post-purchase behavior.

The objective of the study is to identify the factors that influence the travelers' decision
making in their choice of airline for domestic flights.Before going into the analysis and
segmentation process,let us first understand the consumer decision-making process in this
industry.

1.Need Recognition : Need is travel from point A to B using an Airline

2.Information Search : Most of the respondents preferred using websites instead of using an
agent. People search in the following way on the internet-

a)Search flights according to date

b)Find if the required no. of seats are available

c)Filter the search according to the required time

d)Sort according to price

3.Evaluation of alternatives :The following are the major factors when a consumer
evaluates-

a)Lesser stops in between airports

b)If the airline has a frequent flyer program

c)In flight Services(media, movies, meals etc.)

d)Seat preference

4.Purchase Decision : The penultimate purchase decision is done by the following factors-

a)feedback of the airline

b)Brand name of the airline

c)Previous experience with the brand

5. Post-purchase behavior: The consumer will compare its expectations with the current
service of the airline and make a mind If he will travel again with the airline or not .
A survey was carried out to explore the factors that play a crucial role in the decision
making.Various variables which effect the consumer behavior were identified and the data
collected from the random samples was analysed.Once the analysis was done,the
questionnaire was mapped to each of the respective outcomes to gain the cognitive and
behavioral insights.

The target segment was divided into: Urgent Traveler,Business traveler, Budget conscious,
Loyal to loyalty program and Discounts offered.

The findings show that all the factors studied in this research influence travelers' decision-
making process in their airline choice, and that those factors have different priorities, such
that pricing is the highest-priority factor. Flight schedule was reported as the second
important factor in airline choice-making by the travelers. Brand loyalty was reported as the
third important factor in travelers' choice-making and On-board service was reported as the
fourth important factor in travelers' choice-making.