Consumer behavior at kingfisher airlines

Kingfisher Airlines is an air hose group based in India. Its caput office is Kingfisher House in Vile Parle ( East ) , Mumbai. Kingfisher Airlines, through its parent company United Breweries Group, has a 50 % interest in low-cost bearer Kingfisher Red.

Kingfisher Airlines is one of six air hoses in the universe to hold a 5-star evaluation from Skytrax, along with Asiana Airlines, Cathay Pacific, Malaysia Airlines, Qatar Airways and Singapore Airlines. Kingfisher operates more than 375 day-to-day flights to 71 finishs, with regional and long-haul international services. In May 2009, Kingfisher Airlines carried more than a million riders, giving it the highest market portion among air hoses in India.

Kingfisher First

The international Kingfisher First has full flat-bed seats with a 180 grade recline, with a place pitch of 78 inches, and a place breadth of 20-24.54 inches. Passengers are given Merino wool covers, a Salvatore Ferragamo toilet articles kit, a pajama to alter into, five-course repasts and alcoholic drinks. Besides available are in-seat massagers, coursers and USB connections.

Every Kingfisher First place has a 17 inch widescreen personal telecasting with AVOD touch screen controls and offers 357 hours of programming content spread over 36 channels, including Hollywood and Bollywood films along with 16 channels of unrecorded Television, so riders can watch their favourite Television plans live. There is besides a aggregation of synergistic games, a nickelodeon with customizable play lists and Kingfisher Radio. Passengers are given BOSE noise cancellation earphones.

The service on board the Kingfisher First cabins includes a societal country consisting a fully fledged saloon staffed with a barman, a break-out siting country merely nearby fitted with two sofas and saloon stools, a fully fledged chef on board the aircraft and any-time dining. A turn-down service includes the transition of the place into a fully-flat bed and an air-hostess doing the bed when the rider is ready to kip.

Kingfisher First characteristic temper illuming on the Airbus A330-200 with light strategies matching to the clip of twenty-four hours and flight place.

Impact of External Influences

In this epoch of competition, understanding the consumer is a necessity for sellers. Consumer demands and penchants are continuously altering, given the alterations in factors like demographics and life styles. These alterations can go great concern chances for watchful sellers and menaces for sellers who fail to accommodate. aˆ?aˆ?Consumers get, devour, and dispose off the merchandises and services created by organisations. They go through several cognitive and behavioural procedures while doing their purchase and ingestion determinations. The cognition of how they decide on one trade name alternatively of another and what factors influence their decision-making is important for sellers, non merely to provide to the bing demands of their consumers but besides to fix for their hereafter needs. This cognition is besides indispensable to do assorted concern determinations related to merchandise development, packaging, pricing, distribution, publicities, communicating, etc.

Consumer Behavior helps to understand the internal variables like motive, personality, perceptual experience, acquisition, and attitude, and external variables like mention groups, household, societal category, and, civilization, and their influence on consumer decision-making procedure.

Consumers are faced with many external influences, including an person ‘s civilization, subculture, family construction, and groups that he associates with. Sellers and concern proprietors call these external influences because the beginning of the influence comes from outside the individual instead than from interior ( which would be internal, or psychological, influences ) . You besides could mention to them as sociocultural influences, because they evolve from the formal and informal relationships the person has with other people.

Clearly ours air hose Kingfisher FIRST is an luxury section service which caters to the demands of high category executives who wish to wing to their finishs non merely the ordinary concern category but want an experience which is even more epicurean than the concern category. We cater to their demands in the best manner possible.

We more than merely a air hose, we host one of the most epicurean & A ; coziest services available, we are merely 1 of the lone 6 air hoses in the universe which enjoy a 5 star evaluation by SKYTRAX.

But still we have systematically under-performed from our capacity and are running into losingss systematically into losingss from last 2 old ages.

This is a serious issue which needs a timely surveillance to counter the increasing ruddy lines on the balance sheet.

Consumer behaviour can supply a penetration of the job by using the assorted theories to the job. As ours is a service supplier company, consumer behaviour becomes all the manner more of import as one can pull a batch of decisions by merely analyzing the psychological science of the clients and the great jobs can be countered in a effectual manner.

Behavior of any client is derived by fundamentally two factors: –

external factors

internal factors

though the internal factors are wholly in control of an person and are difficult to command, but still they can be managed by looking after the external factors which themselves straight affect the consumers purchasing determinations.

So that`s why we need to take a close expression at the external factors that consequence consumer behaviour

In the subdivision below: –

Global & A ; National civilization: –

Culture: –

The set of basic values perceptual experiences, wants, and behaviors learned by a member of society from household and other of import establishments. Culture is the most basic cause of a individual ‘s wants and behavior. Every group or society has a civilization, and cultural influences on purchasing behavior may change greatly from state to state.

Sub Culture: –

A group of people with shared value systems based on common life experiences and state of affairss.

Each civilization contains smaller bomber cultures a group of people with shared value system based on common life experiences and state of affairss. Sub civilization includes nationalities, faiths, racial group and geographic parts. Many sub civilization make up of import market sections and sellers frequently design merchandises.

Culture is a debatable issue for many sellers since it is inherently cloudy and frequently hard to understand. One may go against the cultural norms of another state without being informed of this, and people from different civilizations may experience uncomfortable in each other presence without cognizing precisely why?

So we can understand that how this factor can play an of import function in pulling clients if dealt with efficaciously.

For this our company has already ready by offering 5 star services which is acknowledged by the SKYTRAX bureau and this can go our USP if promoted sagely. As our Kingfisher First is an elect category service so we need to custom-make harmonizing to the paths on which it operates like Delhi-London flight can maintain themselves up to the client outlook by upgrading their flight services harmonizing to the demographics of the riders going.

We`ll have to function to the demands & A ; outlooks of the riders who belong to the different nationalities like mix of different subjects by maintaing the criterions this can be done by taking consideration of the transverse cultural factors into consideration.

Family & A ; family influences: –

A major factor that affects one`s pick of the services is his household & A ; household income. These factors may include the perceptual experience about a service which may be same for the whole household & A ; the complete may believe of a service as compliant to their demands & A ; stand foring household position or non.

This besides makes an chance as if one act uponing member of the household is convinced about the service the whole household may go a client.

So a batch of possible prevarications in this factor if trapped expeditiously

For this we may advance our service by: –

being a sponsored at charity events as higher category people have a good attending at such events.

We can keep events of monolithic show-buzz as that will assist a batch to advance the service.

Our event on personal yatch of Mr. Vijay Mallya before Monaco Grand Prix hosted by Mr. Vijay Mallya to advance Force India can be a great aid by doing Kingfisher First as official air hose of the event. This will make a bombilation in the society and at the same clip a sample of the service can be given to likely clients.

Opinion leaders: –

Opinion leaders are one who can be of great aid as they lead a batch of people, and their followings either follows them blindly or they affect their followings determination to that extent that the chance of the follower consuming that merchandise becomes really high. So if we can ensnare these sentiment leaders we a addition batch on consumer base.

So this can be achieved by inquiring reappraisal of critics of life style magazines which are read by upper-upper category this can impact determination of a batch of followings.

Added to this some top degree executives of some companies can besides be asked to go as their equal group can be affected by this.

As discussed earlier event before Monaco Grand Prix can be of great aid to act upon these sentiment leaders.

Reference Group: –

Reference group are the 1s with one comes in contact on the footing of his/her interaction in day-to-day life. This interaction may be on aregular footing like viz. Family, work group, friend circle, etc. OR on a less regular footing like shopping group, practical group, consumer action group, etc.

A batch of client base can be gained if dealt with mention group decently since individual comes in contact with individuals from assorted facets of life in his/her mention group & A ; his determination doing depends on this mention groups.

Like on is most affected by household & A ; friend group & A ; frequently if person in these group appreciates the service the purchasing determination can decidedly swing in favour

To acquire this as talked earlier event sponsorship & A ; some personal events can be of great aid, every bit good as making corporate covering with companies can be of great aid as this can get down the bombilation in the corporate circle and assist acquire the support of these mention groups.

Income & A ; Social Groups: –

Income group are non of much issue as this is a service in luxury category & A ; one who can afford it will decidedly non give a much thought to the cost so & amp ; so non much to see in this subdivision.

About every society has some signifier of societal construction, societal categories are society ‘s comparatively lasting and ordered divisions whose members portion similar values, involvements and behavior.

Social group are of concern decidedly as these are by and large inherited & amp ; affects lot how you perceive the merchandise & A ; this societal category besides becomes the mention group & A ; a product`s chance to acquire a encouragement from word of mouth promotion additions. Added to that are some characteristics like a whole category may give penchant to a certain merchandise over the other & A ; this can be of great benefits.

To accomplish this same high society events can be a good topographic point to advance, at the same clip if we can catch some personal maps of high category society people will besides assist.



Kingfisher Airlines is India taking luxury air hoses. Kingfisher air hoses are intended to supply you luxury and comfortA as each aircraft meets the sophisticated and planetary proficient standardsA so that you canA experience like a male monarch of good times, going in air for holding an experience of life-time. The extremely promising characteristics of Kingfisher Airlines India that has made it genuinely a first air hose are its soothing and beautiful atmosphere with really comfy seats. Further to add on is its flight amusement system and its vibrant and brilliantly dressed, professionally trained and really hospitable crew, the comfy seating, promptness of flights, the service makes the Fly Kingfisher Airlines most popular and promising.

In a short span of clip Kingfisher Airline has carved a niche for itself. The air hose offers several unique services to its clients. These include: personal gentleman at the airdrome to help in luggage handling and embarkation, accompanied with refreshments and music at the airdrome, sound and picture on-demand, with extra-wide individualized screens in the aircraft and three-course epicure culinary art.

Fly kingfisher has achieved A 5 Star position acknowledgment, which means that Kingfisher Airways has the highest criterion of merchandise after traveling through several rigorous quality appraisal classs. Fly Kingfisher delivers high criterions of service in on-board and airport environments. Skytrax besides recognizes Kingfisher Airways to be at the taking place for merchandise and service invention. This award makes Kingfisher Airways one of merely 6 air hoses in the full universe to hold a 5 star evaluation, so fly kingfisher and bask the convenience.

Therefore kingfisher air hose provide epicurean services that holding assorted properties that brings more benefits to the clients. They have really little size mark market and they are seeking to grape it. They by and large use surprise and delight placement schemes.

In Television commercial, it is clear that kingfisher air hose came up with the motto “ wing the good times ” . It reflects that properties and client benefits clear in the head of clients. They were tried to reflect luxuries, comfort and relaxation benefits of clients. Kingfisher First is the epicurean trade name of kingfisher air hose. They came up with the ideal of emotional entreaty in the commercial that genuinely demo properties of air hose and client benefits.


Placement BY QUALITY

Kingfisher Airline frequently uses quality features to place their trade names. One manner they do it is with ads that reflect the image of a high-quality trade name where cost, while non irrelevant, is considered secondary to the quality benefits derived from utilizing the trade name.

They have through really good laid out selling scheme successfully accomplished. Today, the air traveller non merely wants to transpose faster but besides be entertained. Recently, the kingfisher air hose introduced two enterprises to heighten guest convenience. First of these is the debut of the Roving Agent at the airdrome. Rather than waiting at the check-in counter to roll up their embarkation base on balls, travellers can straight near the security check-in counters. Deployed outside the security check-in country will be air hose ‘s Roving Agent, who will make out to invitees and look into them in utilizing a nomadic digital device and printer.Also launched is the installation of web check-in, leting travellers to publish their embarkation base on ballss via

The quality provided by kingfisher is rated high among all air hoses in India. That the ground that it cover the market really rapidly.

In merely over two old ages, after entered in to the Airline market, Kingfisher Airlines has achieved a market portion of 10 % and has one of the most aggressive enlargement programs of all Indian bearers during 2007. It dramatically increased its influence in the market with 26 % .

Therefore kingfisher First must be come up with the new placement schemes like positioning by quality. It can non come up with monetary value placement because it deals with luxury category. But they can increase the quality in the services with negligible increase in menus.

For this our company has already ready by offering 5 star services which is acknowledged by the SKYTRAX bureau and this can go our USP if promoted sagely. As our Kingfisher First is an elect category service so we need to custom-make harmonizing to the paths on which it operates like Delhi-London flight can maintain themselves up to the client outlook by upgrading their flight services harmonizing to the demographics of the riders going.

We ‘ll hold to function to the demands & A ; outlooks of the riders who belong to the different nationalities like mix of different subjects by marinading the criterions this can be done by taking consideration of the transverse cultural factors into consideration.

In this scheme our chief focal point on the customized services betterment in term of quality harmonizing to clients.

We can come up with the motto “ wing your ain manner ” . It easy reflects offered customized services to clients.


Another manner is to pass on a specific image or place for a trade name is to tie in it with a specific usage or application.

In today ‘s competitory concern environment, the force per unit area on productiveness, cost and efficiency are greater than of all time before. Kingfisher Elite offers you sole travel solutions. Fly at your ain convenienceA anyplace, anytime and take who flies with you in the uttermost comfort, safety and privateness. Be it concern or leisure, select from our scope of concern jets and Eurocopters and you are assured of the most keen service complimented with the highest safety criterions, leting you to get at your finish relaxed and refreshed.

Key features*

A private suite with affiliated remainder room and shower

Tailored service to run into your demands – ultimate flexibleness

Private & A ; discreet service including VIP, diplomatic and caput of province flights

Experienced & A ; extremely trained professional crew

Custom designed epicurean insides

Conference room with state-of-the-art engineering to run into your concern demands

Separate subdivisions for invitees and staff

To maintain all these characteristics at a high trade name callback values we will establish our run with a cardinal tagline of

“ Heaven onboard ; Fly with Pegasus ”

Placement BY PRODUCT

We will concentrate on the service that we will supply to the clients which inspite of being 5 star rated can derive on on client base by concentrating on the demographics of pasangers get oning on the path and so custom-making our services.

We can come up with the motto

Heaven onboard ; Fly with Pegasus: “ Fly your ain manner ” .

It easy reflects offered customized services to clients.


Frequently the competition for a peculiar merchandise comes from outside the merchandise category. For illustration, luxury air hoses compete with other economic system air hoses.

In this placement scheme, the company can come up with the ideal of act uponing the client to utilize air hose services. The company is wholly focus on niche market of high section category clients. For these mark clients, monetary value is non an issue. They by and large influences by position.

The kingfisher First provides them a high category position in society. To act upon new clients, the company tries to attach name of client with epicurean aircrafts. That why Kingfisher Airlines presently operates with a trade name new fleet of 8 Airbus A320 aircraft, 3 Airbus A319-100 aircraft and 4 ATR-72 aircraft. It was the first air hose in India to run with all new aircrafts. Kingfisher Airlines is besides the first Indian air hose to order the Airbus A380. Besides kingfisher holding figure of awards that create it strong trade name value in the market.

The company must be selling its trade name image in the market by new positioning scheme by merchandise category.

We can come up with the motto

Heaven onboard ; Fly with Pegasus: “ because category ca n’t be compromised ” .


Rivals may be as of import to positioning scheme as a house ‘s ain merchandise or services. In today ‘s market, an effectual placement scheme for a merchandise or trade name may concentrate on specific rivals.

The biggest rivals, across the planetary, are

Singapore Airline

British Airline

Emirate Airline

Lufthansa Airline etc

For this type of placement, the company can be focused on Indian entreaty to pull NRIs, and other high-class clients. For illustration most of the eating houses and hotel industries are focus in this scheme for emotional entreaty towards nationality, like Indian Foods Restaurants, Italian eating houses etc.

Other scheme may be that the company can tie-up with international hotels, because most of the hotels provides air hose services as their services to clients. The company must give accent on that. It can get new clients.

We can come up with the motto

Heaven onboard ; Fly with Pegasus: “ because sometimes poleis arrange themselves with the brace of wings ” .

Critical Reflective Writing

This undertaking has been a great learning experience. I have learned a batch about assorted this which are different from theory but still the application of the theories learnt in the schoolrooms. The undertaking has helped a batch to meet the existent brainstorming procedure which requires us to believe a batch to utilize our infinite to market our merchandise and the restraints of the trade name placement, resources available at your dispose, etc merely add to the jobs.

But still it has been a great pleasance to work on the undertaking and has decidedly helped us to brush our accomplishments in the field of selling.

The job of using the construct of consumer behaviours was a existent tough undertaking given you have the restraint of epicurean services in which you have to maintain an oculus on the base line that you non even by errors make the merchandise feasible to the general populace or even market it every bit one as so you will free the clients who take pleasance in the position of the service provided. So you ever have to maintain your eyes open to it.

Then there was a good restraint of positioning schemes to be followed under the the policy of placement by monetary value & A ; quality to be followed in this instance.

Besides the restraint of resources was a great beginning of larning as this helps us larn that how in existent universe the programs are ever governed by the restriction of resources and certain built-in liabilities & A ; restraints associated with the merchandise itself.

Overall this has been a great learning experience, has has helped a batch by supplying us a mousing window into the existent corporate universe & A ; the existent life jobs faced by the selling cat sitting behind the glass walls of the corporate offices.