AirAsia Consumer Behaviour
Contents
1.0. Introduction
2.0. Psychological drivers of Consumer Behaviour
2.1. Motivation
2.1.1. Hierarchy of needs
2.1.2. Means-end chain
2.2. Perception
2.3. Learning
2.3.1. Behavioural learning
2.3.2. Cognitive learning
2.3.3. Brand loyalty
2.4. Beliefs and Attitudes
2.5. Lifestyle
3.0. Sociological drivers of Consumer Behaviour
3.1. Personal influence
3.2. Reference groups
3.2.1. Membership group
3.2.2. Aspiration group
3.2.3. Dissociative group
3.3. The family
3.4. Social class
3.5. Culture
4.0. Consumer Decisions Making process
4.1. Problem recognition
4.2. Information search
4.3. Evaluation of alternatives
4.4. Purchase decisions
4.5. Postpurchase decisions
5.0. Conclusion
6.0. Bibliography
1.0. Introduction
AIRASIA:
AirAsia is a Malaysian company, that introduced the Low Cost Carrier service to the domestic market and eventually the asian region. Currently AirAsia is the leader in this market segment. Before it becomes the AirAsia that we all know today, AirAsia was a poorly performed company owned by a government-link company (GLC) in Malaysia, DRB-HICOM. In 2001, it was sold to the current owner, Tony Fernandes and its TuneAir company, for a sum of only RM1.00 or approximately US$0.30, together with its accumulated debt of RM40 million (AirAsia, 2008).
Within two years, Tony Fernandes exceeds everyone’s expectations, and turned AirAsia to a profit making company. By the third year it was listed in the Kuala Lumpur bourse with outstanding IPO (initial Public Offer) of RM717.4 million (AirAsia, 2008). In 2006, the AirAsia was given the use of LCCT terminal in Malaysia, because its passenger load have expanded to such a capacity.
This assignment will describe how AirAsia, managed to become the company it is today, started with a fleet of only 1 aircraft in 2001, to a fleet of 72 aircrafts, flies over 61 domestic and 108 international destinations, and operates over 400 flights daily from hubs located not only in Malaysia, but also Thailand and
1.0. Introduction
2.0. Psychological drivers of Consumer Behaviour
2.1. Motivation
2.1.1. Hierarchy of needs
2.1.2. Means-end chain
2.2. Perception
2.3. Learning
2.3.1. Behavioural learning
2.3.2. Cognitive learning
2.3.3. Brand loyalty
2.4. Beliefs and Attitudes
2.5. Lifestyle
3.0. Sociological drivers of Consumer Behaviour
3.1. Personal influence
3.2. Reference groups
3.2.1. Membership group
3.2.2. Aspiration group
3.2.3. Dissociative group
3.3. The family
3.4. Social class
3.5. Culture
4.0. Consumer Decisions Making process
4.1. Problem recognition
4.2. Information search
4.3. Evaluation of alternatives
4.4. Purchase decisions
4.5. Postpurchase decisions
5.0. Conclusion
6.0. Bibliography
1.0. Introduction
AIRASIA:
AirAsia is a Malaysian company, that introduced the Low Cost Carrier service to the domestic market and eventually the asian region. Currently AirAsia is the leader in this market segment. Before it becomes the AirAsia that we all know today, AirAsia was a poorly performed company owned by a government-link company (GLC) in Malaysia, DRB-HICOM. In 2001, it was sold to the current owner, Tony Fernandes and its TuneAir company, for a sum of only RM1.00 or approximately US$0.30, together with its accumulated debt of RM40 million (AirAsia, 2008).
Within two years, Tony Fernandes exceeds everyone’s expectations, and turned AirAsia to a profit making company. By the third year it was listed in the Kuala Lumpur bourse with outstanding IPO (initial Public Offer) of RM717.4 million (AirAsia, 2008). In 2006, the AirAsia was given the use of LCCT terminal in Malaysia, because its passenger load have expanded to such a capacity.
This assignment will describe how AirAsia, managed to become the company it is today, started with a fleet of only 1 aircraft in 2001, to a fleet of 72 aircrafts, flies over 61 domestic and 108 international destinations, and operates over 400 flights daily from hubs located not only in Malaysia, but also Thailand and
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