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Marketing , Dev Eloping Economies

Autor:   •  April 2, 2018  •  6,053 Words (25 Pages)  •  100 Views

Page 1 of 25

...

sets the price of the service and the

competitors feel compelled to match that price.

Every firm is vulnerable to attack by the competitors. This finding gave ideas to the

airline companies to plan and implement offensive strategy that constitutes the

best

defence against attack by the challenger. The result of the survey definitely gave the

airline companies some guidelines to lower the probability of attack, divert attacks to

less threatening avenues or lessen their intensity. This finding has provid

ed valuable

information for the airline companies to measure, manage and improve the cash flow

and profitability of their customer service.

3.

Research Method

ology

and Research Design

Data have been recorded for 60 days from 13 November 2009 until

11 January 2010

and 23 April 2010 to 21 Jun 2010, two sets of interrupted time series primary data

fare quotes have been obtained daily, for one way travel between Kuala Lumpur to

Singapore and 6 other domestic routes. A total of 3913 ticket fare quotes

have

been recorded for the first observation and the second set data yielded 3970 fare

quotes

.

Both sets of d

ata have been submitted to Dickey Fuller Test for stationary,

r

esults of

test implied that the data were significant.

Conceptual Framework

Ticket Price

Fli

ghts

Flight destinations

Weekend/day

Time frames

Fare Quotes

Advance purchase

The multiple regression analyses based on the below equation.

Equation:

P

ats

=

α

o

+

α

1

I

ats +

α

2

ats

+

α

3

F

1

ats

+

α

4

F

3

ats

+

α

5

F

4

ats

+

α

7

FD

1

ats

+

α

8

FD

2

ats

+

α

9

FD

3

ats

+

α

10

FD

4ats

+

α

11

FD

5ats

+ α

11

FD

6

ats

+

α

12

TP

1 ats

+

α

13

TP

2 ats

+

α

14

TP

3 ats

+

α

15

weekend

ats

+

α

16

FQ

+

α

17

AB

1

+

α

18

AB

...

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