Essays on Assessment Consumer Behavior at Airline Company QANTAS Case Study

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The paper 'Assessment Consumer Behavior at Airline Company QANTAS " is a perfect example of a marketing case study.   The advertising campaign is for an airline company QANTAS that has its base in Australia. It has a picture of a young girl having fun while watching a movie using the toy movie machine. The airline is targeting plane travelers by promising to offer the best flight entertainment. This according to the airline will be able to have them enjoy their journey through entertainment and not be able to realize how long the journey is.

The airline promises to offer a travelling experience that will not only be luxurious but also memorable as the customers. The airline promises to provide a total of 1500 channels for travelers to choose from. This will offer a chance for the travelers to sample from the channels they do have and choose the best that will offer them generous entertainment (De Mooij, 2001). The picture used offers a sense of relaxation and enjoyment while at the same time travelling. The entertainment bit not only targets the old but all the ages as the flight has a variety of channels to choose from.

The advertisement appeals to consumer behavior as it has a changing effect that is purposed to have a change of belief and behavior for the consumers. The advertisement’ s choice of the newspaper is great as it is widely accessible based on its affordability. In addition, the newspapers are not only accessible through print but online as well thus being able to reach a large target population (Kardes, 2000). 2.0 Market Group The advertisement targets the international travelers who in most cases will have to spend long travelling hours on board.

These calls for the airline to provide and generate the greatest value for the travelers by making the long global travel much smoother, more rewarding and of great value. The airline attempts to offer solutions to international travelers by offering a variety of entertainment package for them to choose from. The airline thus through its advertisement promises to offer the highest quality travel entertainment travel of the greatest quality. The travelers who often use the fleet are often on business trips and other conferences and thus need entertainment channels that are able to offer more information related to their work (Rafee, May 2004). In addition to these, other travelers that are targeted may be accompanied by younger family members who are also included in the large entertainment package that they will choose from.

This is to offer the international travelers with services that are meant to make them feel at home despite their destinations, religion, race or interests. This is in line with customer expectations as most international travelers do want to travel to their preferred destinations with services of greater value.

The travelers are thus able to enjoy their travel with all the privileges that their status entitles them. The advertisement also is meant to portray the excellence and innovativeness of the airline that is in line with the strong reputation that the firm enjoys (Kotler, 2001).

Work cited

Leon, S. & Leslie, K. Consumer Behaviour, Upper Saddle River, U.S.A: Pearson Education, Inc. Pearson Prentice Hall. (2004)

David, L & Albert, J. Consumer Behaviour, New Delhi: Tata McGraw Hill. (2002).

Del, I. & Kenneth, A. Consumer Behaviour; BuildingMarketing Strategy, New York: McGraw-Hill Irwin. (2001).

De Mooij, M. (2001) Convergence and Divergence in Consumer Behavior. Consequences forGlobal Marketing and Advertising. Unpublished doctoral dissertation. Pamplona: University of Navarra.

Kardes, F. (2000). Consumer behavior and managerial decision making. New York: Prentice Hall.

Kotler, P. (2001). A Framework for Marketing Management. Upper Saddle River, New Jersey:

Prentice Hall.

Rafee, A. (May 2004). “The key to targeting lies in users’ real behaviour.” New Media and Age.

Arnould, E., l. Price, and G. Zinkhan. (2004). Consumers. Boston: McGraw- Hill/Irwin.

Brown, S., R. Kozinets, and J. Sherry. (July 2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, Vol. 67.

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