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Marketing Research Course National Chiao Tung University

The Opportunity for Low Cost Carrier in Taiwan: Analysis of Taiwan Market towards Low Cost Carrier Characteristics Papers. By: Hendrik Li IIM / 9637533. Marketing Research Course National Chiao Tung University. Research Background. The growing of LCC in the airline industry around the world

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Marketing Research Course National Chiao Tung University

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  1. The Opportunity for Low Cost Carrier in Taiwan: Analysis of Taiwan Market towards Low Cost Carrier Characteristics Papers By: Hendrik Li IIM / 9637533 Marketing Research Course National Chiao Tung University

  2. Research Background • The growing of LCC in the airline industry around the world • Right now Taiwan doesn’t have LCC airline • Taiwan market’s characteristics VS LCC’s characteristics

  3. Research Hypotheses H1. Price of LCC affect the Taiwan market to choose LCC H2. Promotion of LCC affects the Taiwan market to choose LCC H3. Service of LCC affects the Taiwan market to choose LCC H4. Quality of LCC affects the Taiwan market to choose LCC

  4. Research Model

  5. Methods and Limitations

  6. Literature Review Definition of LCC airline that offers generally low fares in exchange for eliminating many traditional passenger services History of LCC Pacific Southwest Airlines in the United States, which pioneered the concept in 1949

  7. Literature Review

  8. Data Result & Analysis

  9. Regression Analysis This study is using linear regression analysis to verify whether research hypotheses are supported or not supported.

  10. Regression Analysis And Using the enter method, a significant model emerged (F=3.530, p < 0.05, Adjusted R square = .187). Significant variables are shown as

  11. Hypotheses Testing • Finding: • Price, promotion and service was not significant predictors (independent variables) to this model (H1, H2 and H3 are not supported) • Quality was a significant predictor (independent variables) to this model (H4 supported)

  12. Research Conclusion • Price of LCC doesn’t affect the Taiwan market to choose LCC • Promotion of LCC doesn’t affects the Taiwan market to choose LCC • Service of LCC doesn’t affects the Taiwan market to choose LCC • Quality of LCC affects the Taiwan market to choose LCC • Price of LCC didn’t have an influence for the Taiwan market to choose LCC • H1 of hypotheses is not supported • Promotion of LCC didn’t have an influence for the Taiwan market to choose LCC • H2 of hypotheses is not supported • Service of LCC didn’t have an influence for the Taiwan market to choose LCC • H3 of hypotheses is not supported • Quality of LCC has an influence for the Taiwan market to choose LCC • H4 of hypotheses is supported

  13. THANK YOUand have a nice FLIGHT

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