1 / 29

Market Research Results Presented By: Dr. Kyle Christensen, Director, CSU Social Research Center

Market Research Results Presented By: Dr. Kyle Christensen, Director, CSU Social Research Center. CSU Social Research Center. Objectives Methodology Results Moving Forward. Contents. 2. CSU Social Research Center. Objectives.

teal
Download Presentation

Market Research Results Presented By: Dr. Kyle Christensen, Director, CSU Social Research Center

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Market Research Results Presented By: Dr. Kyle Christensen, Director, CSU Social Research Center CSUSocial Research Center

  2. Objectives Methodology Results Moving Forward Contents 2 CSUSocial Research Center

  3. Objectives • Determine current local perceptions of the Columbus Airport • Learn which airports the population uses and why • Establish a baseline for future research • Develop a plan with community stakeholders to: • Grow airport traffic • Attract new airlines 3 CSUSocial Research Center

  4. Methodology • Phase I: Quantitative • Telephone survey utilizing a random sample of households in the Columbus-Auburn-Opelika Combined Statistical Area (CSA) • Total population: 406,766 adults • Calling was stratified based on population proportions in the sampled counties • Initial target sample of 360 to provide a +/- 5% confidence interval • 408 surveys completed • Phase II: Qualitative • Telephone interviews with representative sample of business, government and military travel planners • 33 Interviews completed • Phase III: Cost Comparisons • Compare actual time and cost of Hartsfield vs. Columbus 4 CSUSocial Research Center

  5. Do you fly? All Respondents Phase I: Quantitative Results Total flying market approximates 145,000 customers. 5 CSUSocial Research Center

  6. Phase I: Quantitative Results How often do you fly? All Air Travelers 6 CSUSocial Research Center

  7. Phase I: Quantitative Results Do you fly? (By county)All Air Travelers Muscogee and Lee counties contain the largest target markets 7 CSUSocial Research Center

  8. Have you ever flown out of the Columbus Airport?All Air Travelers Phase I: Quantitative Results Approximately 88,000 people have used the Airport at least once. 8 CSUSocial Research Center

  9. Phase I: Quantitative Results Which airline do you typically use for your travel needs?All Air Travelers Potential opportunity to attract Southwest/Airtran in Columbus 9 CSUSocial Research Center

  10. How do you get to the airport?All Air Travelers Phase I: Quantitative Results 10 CSUSocial Research Center

  11. Do you fly for business purposes?All Air Travelers Phase I: Quantitative Results Approximately 24,000 fly on business. 11 CSUSocial Research Center

  12. Phase I: Quantitative Results The Typical Business Traveler Key Demographic Characteristics: • Caucasian • Male • Over 40 years old • Household Income of at least $40,000 with 50% making more than $100,000 • 96% have at least a 4 year degree. • 75% fly between 1 to 4 times per year, 20% fly more than 7 times per year • Most are married 12 CSUSocial Research Center

  13. Do you fly for personal or recreational purposes?All Air Travelers Phase I: Quantitative Results Over 135,000 fly for personal reasons. 13 CSUSocial Research Center

  14. Phase I: Quantitative Results The Average Recreational Traveler Key Demographic Characteristics: • Caucasian • Female • Typically 30 years of age or older • Married • Majority have at least some college education • Household Income of $30,000 or more • Most do not have children 14 CSUSocial Research Center

  15. Phase I: Quantitative Results What factors influenced your decision to use the Columbus Airport?All Columbus Airport Users “Other” includes: Military orders; closest airport; business/work purposes; airline miles 15 CSUSocial Research Center

  16. Phase I: Quantitative Results What factors influenced your decision not to use the Columbus Airport?Non-Columbus Airport Users “Other” includes: size of planes, flights delay, flight cancellations, and scheduling conflicts 16 CSUSocial Research Center

  17. Phase I: Quantitative Results What is your perception of the Columbus Airport?All Columbus Airport Users 17 CSUSocial Research Center

  18. Phase I: Quantitative Results What incentives would encourage you to utilize the Columbus Airport? Non-Airport Users 18 CSUSocial Research Center

  19. Phase II: Interview Results 19 CSUSocial Research Center

  20. 1. Analyze flyer segments: Business Government & Non-Profit Military 2. Better understand the dynamics of each segment Motivations Limitations Regulations Objectives 20 CSUSocial Research Center

  21. Business Characteristics Key Facts: The majority of businesses arrange travel using an administrative assistant, with some utilizing a travel department The sampled businesses in this study accounted for over 50,000 trips annually A significant % of business travelers have a strong preference for high quality airport amenities Phase II: Interview Results 21 CSUSocial Research Center

  22. Business Themes Businesses stressed the following factors: Reliability Cost Convenience Phase II: Interview Results 22 CSUSocial Research Center

  23. Non-Profit and Government Characteristics Local missions greatly limits travel requirements. Governmental agencies typically travel on a needs only basis Educational employees travel consistently for conferences and training Most offices have the individual traveler make the necessary arrangements Cost is key issue Phase II: Interview Results 23 CSUSocial Research Center

  24. Non-Profit and Government Themes Lack of Centralized Booking Partnership Potential Phase II: Interview Results 24 CSUSocial Research Center

  25. Military Themes Cost is Paramount Local vs. National Marketing Targeting the “Total Army” Phase II: Interview Results 25 CSUSocial Research Center

  26. Phase III: Statistical Data Ticket Cost Comparisons • Developed a ticket price based on average cost of Travelocity, Expedia, and Orbitz websites • Models were developed based on 30, 90, and 180 day pricing increments • Columbus flight considered cost-comparable if within $80 of Atlanta flight • The Columbus Airport was cost comparable at least 80% of the time for all time periods to the top ten destinations 26 CSUSocial Research Center

  27. Phase III: Statistical Data 27 CSUSocial Research Center

  28. Phase III: Statistical Data 28 CSUSocial Research Center

  29. Community Feedback Your feedback and comments are essential for the development of a marketing plan for the Columbus Metropolitan Airport. We are interested in ideas about: Partnerships or other collaborative activities. Feedback on all aspects of the Airport Experience. Additional groups or contacts that could prove helpful in the process. Assistance with the promoting the development of a marketing plan. CSUSocial Research Center

More Related