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Market Research

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

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  1. Market Research Sydney – Europe

  2. 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

  3. Statistics / secondary data • Transit Cities include: Singapore, Hong Kong, Dubai, Bangkok, Kuala Lumpur • London is the most popular destination in the market

  4. 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

  5. Our predictions…. • Expect seat comfort, IFE, meals to be more important (23 hour trip) • Comfort / entertainment > price / schedule • Different age groups with different wants

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. Conclusion • Safety and Price most important • Nationality (“the dark horse”) • More surveys next time!!

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