Assessing Consumer

Perception
Analysis & Recommendations for
Malaysia Airlines in South East Asia
Abhishek Mookerjee , Ali Zaheer & S. P. Jain Center of Management, Singapore
Himanshu Sharma
Current Airline Industry Trend

Highest Negative Passenger growth 11.5% in Asia Pacific

S. P. Jain Center of Management, Singapore

Current Airline Industry Trend
Malaysia Airlines Passenger Growth

S. P. Jain Center of Management, Singapore

Reasons for a Declining Trend

•H1N1 Flu ( Swine Flu) has created fear globally amongst air travelers

•Unwillingness to FLY on account of Global Economic Meltdown

•Emergence of Low Cost – “No Frills” Airlines Segment

“Fast evolving macroeconomic factors have caused a change in customer’s buying habits.”
S. P. Jain Center of Management, Singapore
Objectives
 To gauge the factors that influence a flyer’s choice for an
Airline
 To understand the current consumer perception of Malaysia
Airlines in Singapore
 To evaluate the current flyer perception of MAS by ranking its
service against preferred airline

“A fresh study could reveal newer factors that matter most to the flyer today”
S. P. Jain Center of Management, Singapore
Research Methodology

S. P. Jain Center of Management, Singapore

Key Factors - Airline Choice

Secondary Research

PRICE CABIN CREW CHECK IN COMFORT CUSTOMER FREQUENT

CARE FLYER

PUNCTUALITY SCHEDULE IN FLIGHT RESERVATION LOUNGE BAGGAGE

ENTERTAINMENT

S. P. Jain Center of Management, Singapore

Primary Research & Analysis

S. P. Jain Center of Management, Singapore

Airline Choice

S. P. Jain Center of Management, Singapore

Limitations
 Limited availability of respondents and focus group

 Number of respondents reached was 109, with 75 useful

responses

Few passengers at airports made an effort to participate in the

survey

 The study was conducted in a timeframe of about 2 months

S. P. Jain Center of Management, Singapore

Demographic Analysis

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Factor Analysis

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Age V/s Key Parameters

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Travel Segment V/s Key Parameters

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Positioning & Comparative Analysis

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Level – 1 “Customer Needs”

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Level -2 “Customer Wants”

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Level - 3 “Customer Privilege”

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Conclusions & Recommendations

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Price Analysis
- Respondents willing to pay

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Price Analysis
- Amount Flyers are willing to pay

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Relative Airlines Score on Key
Parameters

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Key Focus Areas

S. P. Jain Center of Management, Singapore

Proposed Consumer Adoption Model

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S. P. Jain Center of Management, Singapore

Scope of the Applied Research Project
World’s 5-Star Value Airline

S. P. Jain Center of Management, Singapore

Thank You

S. P. Jain Center of Management, Singapore