Goair
Symbiosis Institute of Media and Communication, Pune
Module Professor
Ashutosh Dutt
Assignment Name
Final Research Report:
To be presented to Go Air
Submitted By:
Student Name: Deboshree Bhattacharjee
Roll no: 81
Specialization and Section: MBA - PR
Batch: 2012-14
Table of Contents
Problem Definition 3 Approach to the Problem and Research Design 4 Type of research design 4 Data collection from secondary sources 4 Data collection from primary sources 4 Data Analysis 5 Results 6 Who are the customers? 6 What is the current overall and stage-wise satisfaction level of customers? 9 How does this satisfaction compare across competition? 12 What is driving their satisfaction or what are their key expectations from Go Air? 14 What is driving satisfaction at each stage? 16 Of the stages important to customers which are the ones on which GA is performing well? 21 Of the stages important to customers which are the ones on which GA is not performing well? 23 How many of the satisfied customers are willing to repurchase and recommend? 24 Where are the gaps? 26 Conclusions and recommendations 27 Limitations and caveats 29 Appendices 30 Issue Tree 30 Questionnaire and Sampling Technique 31 Consideration of scales 31 Technique Used for Collection of Data 31
Problem Definition
The Indian aviation industry was facing two major problems in the month of October, 2012. One was a sharp drop in the domestic passenger traffic in October, while the second saw the exit of Kingfisher Airlines from the market. Traffic fell to 4.55 million in October 2012 from 5.4 million in October 2011, a drop of almost 1 million. This was unexpected by many in the industry as this is the peak season time for most of the airlines which operate, owing to festive travelling.
This loss of Kingfisher Airlines was a gain for the other existing domestic airlines which grabbed the market share that was previously held by Kingfisher
Module Professor
Ashutosh Dutt
Assignment Name
Final Research Report:
To be presented to Go Air
Submitted By:
Student Name: Deboshree Bhattacharjee
Roll no: 81
Specialization and Section: MBA - PR
Batch: 2012-14
Table of Contents
Problem Definition 3 Approach to the Problem and Research Design 4 Type of research design 4 Data collection from secondary sources 4 Data collection from primary sources 4 Data Analysis 5 Results 6 Who are the customers? 6 What is the current overall and stage-wise satisfaction level of customers? 9 How does this satisfaction compare across competition? 12 What is driving their satisfaction or what are their key expectations from Go Air? 14 What is driving satisfaction at each stage? 16 Of the stages important to customers which are the ones on which GA is performing well? 21 Of the stages important to customers which are the ones on which GA is not performing well? 23 How many of the satisfied customers are willing to repurchase and recommend? 24 Where are the gaps? 26 Conclusions and recommendations 27 Limitations and caveats 29 Appendices 30 Issue Tree 30 Questionnaire and Sampling Technique 31 Consideration of scales 31 Technique Used for Collection of Data 31
Problem Definition
The Indian aviation industry was facing two major problems in the month of October, 2012. One was a sharp drop in the domestic passenger traffic in October, while the second saw the exit of Kingfisher Airlines from the market. Traffic fell to 4.55 million in October 2012 from 5.4 million in October 2011, a drop of almost 1 million. This was unexpected by many in the industry as this is the peak season time for most of the airlines which operate, owing to festive travelling.
This loss of Kingfisher Airlines was a gain for the other existing domestic airlines which grabbed the market share that was previously held by Kingfisher