Airline Passengers’ Pre-‐Purchase Decision-‐Making: A Case Study of International Tertiary Students in New Zealand : A thesis presented in partial fulfilment of the requirements for the degree of Master of Aviation at Massey University, Manawatū, New Zealand
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Date
2016
DOI
Open Access Location
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Massey University
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Abstract
The
number
of
students
studying
overseas
is
growing
rapidly,
driven
largely
by
the
desire
for
cultural
exposure
and
greater
access
to
higher
quality
institutes.
With
over
100%
growth
in
the
past
15
years,
this
sector
also
represents
an
increasingly
valuable
contributor
to
the
global
economy.
However,
until
this
point,
there
is
yet
to
be
any
research
on
how
this
industry
acts
as
consumers
and
whether
they
represent
a
distant
airline
customer
segment
in
their
own
right.
Airlines
represent
a
significant
facilitator
of
international
study.
This
is
particularly
true
in
countries
such
as
New
Zealand,
which
receives
99%
of
its
international
visitors
by
air.
Over
100,000
international
students
currently
study
in
New
Zealand,
with
nearly
a
third
studying
at
a
tertiary
level,
representing
a
significant
number
of
generally
independent
and
informed
consumers.
The
aim
of
this
study
was
to
determine
if
international
students
represent
a
unique
and
distinct
customer
segment
for
airlines.
This
was
assessed
by
how
they
purchase
airline
tickets
online
and
whether
they
conform
to
the
behaviour
of
more
generic
customer
groups
such
as
leisure
or
business
travellers.
This
included
an
examination
of
how
information
is
searched
for
and
how
various
purchase
criteria
are
evaluated
to
make
a
final
decision.
A
dual-‐phased,
qualitative
methodology
was
adopted
with
a
sample
of
40
international
students
from
the
Massey
University
Manawatū
Campus.
The
first
stage
of
the
study
involved
an
online
observation
where
participants
where
asked
to
search
for
and
purchase
airline
tickets
as
if
they
were
doing
so
for
their
next
journey
to
or
from
their
home
country.
This
was
screen
recorded
and
analysed
to
show
the
search
patterns
and
information
evaluation
that
lead
to
the
final
purchase
decision.
Stage
two
consisted
of
a
semi-‐structured
interview
asking
participants
to
explain
their
search
and
evaluation
process,
including
the
factors
that
were
most
influential
in
their
purchase
process
and
why.
The
results
indicate
that
the
unique
preferences
of
international
students
render
them
a
distinct
customer
segment
for
airlines.
The
majority
searched
through
online
travel
agents
or
indirect
distribution
channels.
There
were
three
levels
of
evaluation
criteria
were
established,
with
price
being
the
most
influential
factor
in
purchase
decisions,
followed
by
stopovers
(number
and
length),
schedule
of
international
flights
and
baggage
allowance.
Definitive
flight
characteristics
(aspects
that
can
be
completely
defined
prior
to
purchase)
and
brand
appeared
to
be
more
influential
than
more
intangible
service
attributes,
which
were
largely
expected
or
taken
for
granted
and
not
considered
by
many
participants.
Generally,
the
international
students
in
this
study
were
found
to
be
highly
price
sensitive,
disloyal
and
not
overly
patient
with
respect
to
travel
duration.