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Influence of Marketing Instruments on Consumer Behavior in the Process of Purchasing Leisure Flight Tickets

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  • Klein, Maximilian Michael
  • Linden, Erik
  • Wittmer, Andreas

Abstract

This paper reflects on the influence of different marketing instruments as determinants in the process of purchasing leisure flight tickets. Based on an adaptive choice-based conjoint analysis, the authors examined the perceived importance of 39 instruments. As a result, our research identifies four different instrument categories that shape the consumer's decision to different extents. This study helps airline managers to use marketing instruments that positively influence consumers in their process of purchasing leisure flight tickets.

Suggested Citation

  • Klein, Maximilian Michael & Linden, Erik & Wittmer, Andreas, 2019. "Influence of Marketing Instruments on Consumer Behavior in the Process of Purchasing Leisure Flight Tickets," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(3), pages 30-38.
    • Handle: RePEc:zbw:hsgmrs:276038
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    References listed on IDEAS

    as
    1. Andreas Wittmer & Thomas Bieger, 2011. "Marketing in Aviation," Springer Texts in Business and Economics, in: Andreas Wittmer & Thomas Bieger & Roland Müller (ed.), Aviation Systems, chapter 0, pages 135-155, Springer.
    2. Vithala R. Rao, 2014. "Applied Conjoint Analysis," Springer Books, Springer, edition 127, number 978-3-540-87753-0, December.
    3. Balcombe, Kelvin & Fraser, Iain & Harris, Liam, 2009. "Consumer willingness to pay for in-flight service and comfort levels: A choice experiment," Journal of Air Transport Management, Elsevier, vol. 15(5), pages 221-226.
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