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Market Research . Sydney – Europe. Background. Destinations include: e.g. Emirates european network > Research only takes account of 1 stop services to Europe and excludes codeshare Really long flight – takes around 23 hours to get there!

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Market research l.jpg

Market Research

Sydney – Europe


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Background

  • Destinations include:

    • e.g. Emirates european network >

  • Research only takes

    account of 1 stop services to Europe and excludes codeshare

  • Really long flight – takes around 23 hours to get there!

  • Many airlines offer connection from their hubs to Europe


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Statistics / secondary data

  • Transit Cities include:

    Singapore, Hong Kong, Dubai, Bangkok, Kuala Lumpur

  • London is the most popular destination in the market


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Factors affecting passenger choice

Safety Record

Price

In-flight entertainment

In-flight meals / refreshments

Airline’s Overall Reputation

Seat Comfort and Pitch (legroom)

Transit City

Flight Schedule

Previous Experience with the Airline

Airline Lounges at Airport

Services by Airline’s cabin crew


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Our predictions….

  • Expect seat comfort, IFE, meals to be more important (23 hour trip)

  • Comfort / entertainment > price / schedule

  • Different age groups with different wants


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Survey plan /design

  • Surveyed those who have flown to Europe before

    as well as those who haven’t (potential market)

  • Demographics

  • Past flying experience

  • Rating the importance of factors

  • Ranking / use of preference (talk about this later)

  • Promotion

  • Additional comments


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Number of surveys conducted

  • 39 surveys conducted

  • 49% students, 51% others

  • Nationality: Australian > Chinese > others

  • Age groups

  • Occupations

  • Identified 2 business travellers on this route


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The most important factors

Analysis

Differential Scale

1 Safety record of airline

2 Price of airfares

3 Previous experience on airline

Least important:

Airline airport lounges

Ranking question

1 Price of airfare

2 Safety record of airline

3 Seat pitch and comfort

Least important:

Airline airport lounges


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Surprises

  • Students preference for In-Flight Entertainment

    (lower than expected!)

    Ranking vs Scale for students preference

  • Nationality and airline selection

    “which airline do you prefer to fly on?”

  • Demographic and potential non-stop flights

    - students, electricians, lecturers, engineers, accountants


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Promotion and Advertising

  • Virgin Atlantic

    - very little awareness (only 1 person noticed it!)

    Survey conducted prior to Sun-Herald promotion

  • Sponsorship

    - Emirates e.g. Cricket / Horse Racing


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Conclusion

  • Safety and Price most important

  • Nationality (“the dark horse”)

  • More surveys next time!!


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