Home About IUP Magazines Journals Books Amicus Archives
     
A Guided Tour | Recommend | Links | Subscriber Services | Feedback | Subscribe Online
 
The IUP Journal of Brand Management :
An Analytical Study of Customers Preference and Satisfaction in Indian Domestic Aviation Sector
:
:
:
:
:
:
:
:
:
 
 
 
 
 
 
 

Revolutionized by liberalization, the aviation sector in India has been marked by fast-paced changes in the past few years. By 2010, India's fleet strength will stand at 500-550, and the domestic market size will cross 60 million and international traffic 20 million. In these circumstances it has become imperative for domestic players to understand the customers' perception regarding their marketing mix components so that they may develop appropriate marketing strategies in the emerging competitive market. The present study is an attempt to ponder over customers' preference and satisfaction regarding various issues. Chi-square analysis revealed that the customers differ significantly on the basis of factors they consider for choosing airlines as well as the choices for purchasing the ticket. Multidimensional scaling is used for perceptual mapping of various components of marketing mix.

 
 
 

Indian Aviation sector in the post-liberalization period can be divided into two phases: 1992 - 99, when six major private airlines took to the sky and post-2000 - witnessing a new breed of airlines jostle for their share of the sky. In 1992-93 the entry of new players in Indian Civil Aviation Industry was facilitated because of change in environmental factors. Two of the most important changes were: deregulation for private sector and the relaxation in rules regarding fleet size. Banking on them, many players, backed by NRIs, jumped into the fray. A majority of these players had a start up project as little as Rs. 50-60 cr, for it was not mandatory for the operators to own the fleet. Additionally, these ventures had neither the experience nor concrete business models (considered essential for running an aviation company successfully). As a consequence, a large percentage of these companies collapsed. Out of six major airlines that took off (in all 17 airlines) only two survived. The remaining left behind huge liabilities to oil companies and the Airport Authority of India. In the second phase of post-2000, there are as many as 10 players that have already started operations in the domestic sector of the country.

The promise and the potential of the Indian aviation market are awesome. By 2010, India's fleet strength will stand at 500-550; the domestic market size will cross 60 million and international traffic 20 million. Airbus pegs India's demand for airliners at 1,100 aircraft, worth $105 bn, over the next 20 years. According to Civil Aviation Minister Praful Patel, the country will need 1,000 passenger planes in 10 years, up from 260 now. The Centre for Asia Pacific Aviation (CAPA) projections show India as potential ten airline market, consisting of two-three Full Service Carriers (FSC), two-three large national Low Cost Carriers (LCC) operating a fleet of more than 70 aircraft each, and three-four niche regional operators with aircraft less than 80 seats.

 
 
 

Customers Preference and Satisfaction, Indian aviation sector, marketing strategies, Indian Domestic Aviation Sector, Indian Civil Aviation Industry, Chi-square analysis, Airport Authority of India, Indian aviation sector, marketing strategies, Centre for Asia Pacific Aviation, CAPA, Low Cost Carriers, LCC, Commercial Pilot License, CPL, Indian Domestic Airlines Sector, Multidimensional scaling, MDS.