Indian Airlines is the oldest carrier in the domestic aviation industry. It has been the main stay for domestic air travel in India for more than 45 years. With the arrival of other private airlines, its interests have been hurt, but it is continuing it’s quest to be the leader in this industry. During the research, the main objectives of the study have been: a)To understand the perception of travellers towards Indian Airlines. b)Also to apprehend the perceptions of travel agents towards Indian Airlines. c)To know how Indian Airlines can improve its overall performance d)The specific objectives are to improve service quality of Indian Airlines e)To have a better marketing strategy
f)Market image of Indian Airlines as compared to its counterparts To find out the required information primary data was collected through self-administeredquestionnaire for the passengers and travel agents and secondary data from library and theinternet. A sample size of 200 was taken including 150 passengers and 50 travel agents. The passengers and travel agents felt that private airlines were better in certain service factors. They also could identify a change in Indian Airlines, after the arrival of private airlines and believed that it was overcoming it’s ‘I care less’ syndrome. For analysis of the data, statistical tools, based on the data collected were used and comparative analysis was done.
Indian Airlines is a financially strong company and if it carefully plans it’s strategies, with more focus on passengers, it will remain the market leader.
1.1PURPOSE OF THE STUDY
The purpose of the study was to understand the perception of travelers towards Indian Airlines, to apprehend the perceptions of travel agents towards Indian Airlines, to know how Indian Airlines can improve its overall performance in terms of its marketing as well as its quality ofservices provided and total customer satisfaction and hence with the help of the above to assessthe image of Indian Airlines in the market as compared to its counterparts viz. Jet air and SaharaAirlines. http://Pakistanmba.jimdo.com
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REASERCH OBJECTIVES OF THE STUDY
a)To understand the perception of travelers towards Indian Airlines. b)Also to apprehend the perceptions of travel agents towards Indian Airlines. c)To know how Indian Airlines can improve its overall performance d)The specific objectives are to improve service quality of Indian Airlines e)To have a better marketing strategy
f)Market image of Indian Airlines as compared to its counterparts 1.3 RESEARCH METHODOLOGY OF THE STUDY
Research Design: -
There are three kinds of research designs namely;
In my project, a Descriptive Research was initiated because it was generally a study which wascarried out to describe the market characteristics of various airlines, and of Indian Airlines inparticular, as well as the buying behaviour of travellers. Situation Analysis: - Conducting a situational analysis means analysing the company, its market,its competition and the industry in general. The situation analysis is a background investigation.It involves obtaining information about the company and its business environment by means oflibrary, research. Data collection- primary and secondary data: -
Data would be collected through both primary and secondary data for carrying out the research project.
Primary Data: - Primary data relates to data which has been collected first hand and which hasbeen collected for the purpose of analysis. It is undertaken, when data needed by the researcherdoes not exist, or are dated inaccurate, incomplete or unreliable, the researcher has to collectprimary data. The primary data...