University of Phoenix
Delta Airlines has been carrying passengers since 1929 and has been a leading airline ever since. Delta now offers flights to over 900 destinations and is the premier choice of airline travel. Delta has been building a brand and implementing different marketing strategies to build upon the brand and gain more customer loyalty. Delta has become successful at this by paying close attention to consumer behavior. According to Hawkins-Mothersbaugh, consumer behavior can be defined as “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." (Hawkins-mothersbaugh,(2007). Consumer behavior helps to understand the consumer’s decision making process while buying a product or service. Consumer behavior focuses on emotion, demographics, influences and other variables. Businesses like Delta Airlines pay close attention to consumer behavior because it can assist in making sales and marketing decisions. Delta has some recent decisions made due to the close watch of consumer behavior; Delta’s innovation class, flight therapy and the popular Sky Club. Focusing on the consumer’s need to achieve, Delta partnered with LinkedIn and recently rolled out a new program called Delta’s Innovation Class which is “a mentoring program at 35,000 ft. ("Delta 's Innovation Class", (2014)). Delta is offering a seat next to a leader who is successful in the business of art, business or technology who is traveling to an event, the lucky passenger will attend the event as well. Another new program which was introduced in Tokyo in late 2013 is Delta’s Flight Therapy; which was set up in the business district in Tokyo offering a sensory experience for the consumer. The event offered the visitor to experience the ambience
References: Delta 's innovation class. ((2014)). Retrieved from http://www.deltainnovationclass.com/ Hawkins, D., Mothersbaugh, D., Best, R. (2007). Consumer Behavior: Building Marketing Strategy, 10th Edition [University of Phoenix Custom Edition e-text]. The McGraw−Hill Companies. Investor relations. ((2014)). Retrieved from http://ir.delta.com/d January 24, 2010, from University of Phoenix, MKT435 - Consumer Behavior Course Web site.