Attitudes play a pivotal role in influencing a folks behavior. The analysis of attitudes is the key to understanding consumers patterns towards a specific product or brand. Thus, this research study examined the affects between attitude and consumer tendencies towards the two leading UAE Flight companies: the Etihad Airways and Emirates airlines.
Moreover, this case study will focus on the two identified international airlines over the years. Consequently, this will be based on the related literature readings related to the subject matter and to which all information with regards to Emirates Airlines and Etihad Airways.
It had to recognize how attitude inspired consumer tendencies towards Emirates and Etihad airlines. Identified the program that get excited about obtaining, consuming, and losing the products and services that consumers should screen browsing to purchased, used and assessed. Furthermore, to acknowledged how consumer tendencies is being inspired by frame of mind demographically and psycho-graphically.
Hence, this research used a questionnaire as an ordinary representation to identify how attitude influences consumer tendencies towards the two airlines related to personal characteristics, values, behaviour, interest or lifestyle. So has significant effect on an individual's action, particular for consumers' habit towards buying or purchasing certain products or services. Since frame of mind is formed based on learning, predisposition, belief, faith, etc. that may be good or bad, positive or pessimistic, etc, may change with several exterior factors too.
INTRODUCTION
People aren't born with an attitude, nonetheless they develop it over the growing and learning period. This research study will concentrate on examining how frame of mind affects the consumers' tendencies towards the products and services capabilities of both leading flight companies in United Arab Emirates: Etihad Airways and Emirates airlines. Consumer patterns as described by the dictionary business in marketing as an understanding how and just why consumers behave. A proper marketing stimulus is developed predicated on customers' personality and must prompt sales (www. allbusiness. com). Thus, the consumers change their behavior to industry based on interior needs and interpersonal needs.
In this research case study, the researcher will further ascertain so how exactly does attitude towards Etihad and Emirates airlines through different attributes attested to investigate how it influences consumer habit.
STATEMENT WITH THE PROBLEM
This research simply investigates attitudes into the both leading navigation opponents of U. A. E. : the Etihad Airways and the Emirates Airlines.
1. What are the "products or services" of Etihad Airways and Emirates Airlines?
2. How consumers consider the product/ services or changing/ qualities in evaluating both airlines in the amount to which they consider both "brands" posses through ranking these capabilities?
3. What exactly are demographic and psychographic parameters? What are the similarities and variations of Emirates and Etihad airlines in conditions of: demographic and psychographic factors?
METHODOLOGY
This research newspaper will use a set of the questionnaire as a study into two. One set of a questionnaire involve the non-public information with demographic and psycho graphic variables that would probably have an effect on the consumers' frame of mind. Although other place use a rating range, which rates some attributes from "poor" to "excellent". Both are a closed-end questions type.
The researcher will apply the Fishbein method of attitude dimension through examining how attitude influences the consumer's behavior towards both leading U. A. E. airlines in terms of their products or services offered.
*Excellent - 5 *Very Good - 4 *Good - 3 * Fair - 2 *Poor - 1
ATTRIBUTES
EMIRATES AIRLINES
ETIHAD AIRWAYS
Cabin Feature
In-flight Experience
Chauffeur - drive
1
Services by Flight
ATTRIBUTES
IMPORTANCE
RATING
ETIHAD
AIRWAYS
EMIRATES
AIRLINES
Cabin feature
5
5
25
4
20
In-flight experience
5
3
15
5
25
Young Flyers
5
3
15
3
15
Chauffeur - Drive
5
2
10
3
15
Baggage Delivery
5
4
20
2
10
Services by flight
5
3
15
4
20
Airport Facilities
5
5
25
5
25
Total
125
130
REVIEW OF THE RELATED LITERATURE
AIR TRANSPORTATION
Travelling by air is just about the most respected transport advancement in the twentieth century, which has allowed the travel of travellers in the shortest time and has boosted the demand for long-haul travels. In such truth, there is no area of the world has now more than a day flying time from every other part (Copper et al, 2008). As a result, air transport takes on an integral role in the way of life. It represents the quickest way to send most types of cargo over long distances, in which passengers and cargo can be transferred by air either over regularly slated routes or on charters that happen to be routing specifically designed for several travelers or particular cargo. Actually, air travel industry is among the finest prototypes of the future world where all individuals activities will be included including administrations, companies and contractors (http://pagebox. net/airtransport. html). Thus, it has been the most modern and quickest function of transport that is gathering popularity and among different modes of travel; air transfer has experienced the quickest growth.
Moreover, air transport has managed in the past few decades to get an extremely significant show of the travelling market, especially for the moves over 500 kilometres (Copper et al, 2008). Thus, air transport in United Arab Emirates
.
About Emirates Airlines and Etihad Airways
The two UAE providers are among 10 international airlines that contain formed an organization called Aviation Alliance, the principal goal of which is the to get rid of the "Home Country" rule, which was decided to through the Organization for Economic Co-operation and Development (OECD) (Gale, 2010) is the main core of the research study - the Emirates airlines and Etihad Airways.
Born as the international flight of the United Arab Emirates over twenty years ago, Emirates Air travel has been regarded many times for the quality of their in-flight delicacies, the breadth of the in-flight entertainment, and the brilliance of their overall services. Oct 25, 1985 Emirates Airlines flew its first routes out of Dubai with just two aircraft. Lately, as their goal was quality and not quantity and over time taking those first small steps onto the local travel scene, Emirates has improved into a globally influential travel and travel and leisure multinational. It has known globally because of their commitment to the highest expectations of quality in every areas of their business. Emirates is wholly owned by the federal government of Dubai and is continuing to grow in scale and stature not through protectionism but through competition, a competition with the ever-growing amount of international companies that take advantage of Dubai's open-skies policy. It isn't only seeing coverage as a support but as a vital in preserving their individuality and their competitiveness. After making the initial start-up investment, Dubai Administration saw fit to treat Emirate as an exceptionally indie business entity and nowadays they may be booming because of it. Recently, traveling over 100 vacation spots in 60 countries round the world the network is extending constantly. Moreover, with their continuous explosive growth and striving to supply the best service in the industry at exactly the same time is the secret of Emirate's success (www. emirates. com).
With their award being successful, international cabin staff and one of the youngest, modern fleets in the skies, it provides the most comfortable, comforting environment for the vacations. With more options and higher quality, their in-flight entertainment options could keep one occupied on an end. Benefit from the world-class comfort in their departure lounges as you relax, refresh, and prepare for the next step in one's journeys. Since it is renowned for its HIGH GRADE and Business Category experience in the air. The themed lounges for the HIGH GRADE and Business Category bring that excellent service to Emirates Terminal 3, additionally they also have lounges privileges throughout the world. Also, complimentary chauffeur - driven cars are for sale to their HIGH GRADE and Business Course passengers in lots of the cities they provide. Special services and treatment help take the stress out of travel for the people and the kids, from arranging to introduction, as their excellent collection of movies, video gaming, and other diversions will help the time journey for children of all ages. In addition they give a variety of special foods prepared just for the tastes and special requirements of children. Thus, whether your child is up to 16 years of age and travelling alone, or sixteen months old and travelling in one's lap, their young passengers have the utmost care and attention. Comfortable and modern, their fleet has been acclaimed by industry insiders and passengers alike. As they operate one of the youngest fleets on earth. And regular improvements mean we'll continue steadily to provide their passengers with a superior airfare experience. Whenever your vacations take you, you will discover comfort, convenience, and exceptional service are part of the Emirates experience (www. emirates. com).
On the other hands, Etihad Airways has in just under seven years proven itself as the world's leading air travel (www. etihadairways. com). Set up Royal (Amiri) Decree in July 2003, Etihad commenced commercial procedures in November 2003 and have gone on to become the fastest growing flight in the annals of commercial aviation. Governed by a Mother board of Directors under the chairmanship of HH Sheikh Hamed bin Zayed Al Nahyan and are led by James Hogan. Its main business is the international air transport of individuals, which also operate Etihad Vacations, Etihad Crystal Cargo and a worldwide contact center group within their commercial group. Furthermore, Abu Dhabi - the administrative centre of U. A. E. , is its hub; where it seeks to mirror the best of Arabian hospitality - cultured, considerate, warm and generous - as well as to enhance the prestige of Abu Dhabi. On top of that, as of Oct 2010, Etihad's fleet of 56 aircraft operated near to 1, 000 plane tickets per week, serving an international network of 66 vacation spots in 43 countries. And has 26 code-share agreements in place, building the airline's international network (www. etihadairways. com).
Etihad Airways has different products/ services offering as a "brand". Like, they're offering three gust travel classes - Gemstone first Class, Pearl Business School and Coral Overall economy Class. Soaring on a whole new aeroplanes with the latest in-flight entertainment systems, the finest dinner and impeccable service. Stay interested on the trip with E-BOX, our on-demand entertainment system, while enjoying the latest movies, Television shows, music and interactive games. You can recharge the laptop or cellular phone, or connect the non-public devices to the machine. Younger guests/ young flyers also have a enjoyable experience with Etihad and are constantly adding the tiny details to make traveling memorable experience for the complete family. Furthermore, to baby-friendly hosts on the journey, they offer everything to make the baby's journey comfortable, such service like changing facilities, baby dishes and bassinets; and wishing to carry milk or food for the infant, you can have these warmed up on board and have some soft toys and video games to keep carefully the youngest guests happy and amused on the plane tickets. Also, to younger friends aged 2-11 years can expect an exciting trip with Etihad, like gadgets and game titles that the child can like a selection of in-flight entertainment programs and interactive game titles specially suitable for kids. Likewise have a special menu to pamper the child guests as you place the kid meal request during booking or at least a day before departure. And special service offered for unaccompanied minors, if the kid is between 5 and 11 years of age inclusively and travelling alone, the treated differently. Merely send a completed form during checking-in. however, children between the age ranges of 12 and 17 years aren't allowed to escort Ums and the child must be travelling on a company ticket. Thus, after checking-in, the child is their responsibility. They guide them through the passport control - taking attention almost all their travel documents - and security assessments right up to the airfare. Finally, upon landing, they will be released to an Etihad surface host, who will escort them through air port immigration to arrivals and palm them to the father or mother or guardian. At he international airport, the warm welcome begins a long time before the flight takes off and lasts for some time after one have got. Terminal 1 of Abu Dhabi International Airport has a world-class facilities situated next to Etihad Terminal 3. While Abu Dhabi International Airport Etihad's Terminal 3 can be an exclusive facility for his or her guests, as enjoying a modern, spacious and luxurious terminal at the same time. Connecting individuals from Abu Dhabi AIRPORT TERMINAL is also one of the Etihad's service. Friends transferring between flights at Abu Dhabi International airport can take advantage of the facilities in both Terminals 1 and 3. And coming to Abu Dhabi Air-port, inviting Abu Dhabi as one of the most discussed destinations in the world, both Etihad terminals 1 and 3 are sharing the same arrivals facilities. As though one is picking right up a visitor from the airport terminal. It'll think it is easy to track down the guests. An extended service from its formal hub to the other airports, portion more than 60 spots worldwide Etihad Airways spans the world. Whichever airport one take flight on, you can expect to be treated such as a friends in excellent facilities. In the air-port, or any other major airports they can provide you a stroller to help you through the international airport, and for the Stone First and Pearl Business, their new LIVING ROOM in Abu Dhabi offers delicate toys, comfortable seats, books, game titles and trained nannies. Plus of course, there are always lots of of Etihad personnel to provide a caring side, as understanding that caring for a kid in an international airport environment isn't always easy. Additionally at Abu Dhabi Air port, they give you a chosen UM (unaccompanied minors) lounge. While waiting for Etihad flight need not be a tiresome experience, thus, they give departure lounge facilities to their Diamonds first and Pearl Business Friends at the destinations they journey from, so stop a while and relax. Etihad chauffeur, their high grade limousine service, creates a unique door-to-door experience for their Diamond HIGH GRADE and Pearl Class guests. It offers one of the very most modern fleet on earth. Their all-new fleet provides one the world's most superior air travel deck and symbolizes the ultimate in performance, operational efficiency, extended cabin space and increased soaring range. For other services, so baggage information, they've come up with all the information you can need to be able to plan a trip: what and how much luggage to transport, when and where to check-in, and how going to the UAE has just become easier with the visa services. However, if lost baggage has been announced and also have already enlightened the Etihad of the lost baggage they can simply observe it through their world tracer services. (www. etihadairways. com)
Since both two airlines posses its characteristics and various products/ services are suggested as a result will serve as the set of variable/ capabilities in evaluating both airlines in the degree to that they believe both "brands" posses through score these traits.
DEMOGRAPHIC AND PSYCHOGRAPHIC VARIABLES
Demographic information as cited by Albo (2009) is the type of items that can be categorized and tagged from a statistical perspective. It is the average or typical characteristics of individuals who buy the products or services. These characteristics include age, income, education, position, type of occupation, region of the united states, or household size. Things such as race, gender, religious beliefs, also can are the age of the kids, the status of the home ownership, one's home value, etc. Albo emphasized that demographic information involves the reality and nothing else.
On the other hands, Albo (2009) defines psycho-graphic information as opposed to demographic information, which is not quantifiable with amounts. It characterizes how the target market seems, what they need, how each goes about their day-to-day lives, what is necessary to them and exactly how they make purchasing decisions. Further, it includes people's lifestyle and patterns. However, they like to have getaway with the sorts of interest they might have. This consists of the worth they keep, beside that they behave. Additionally, it includes personality type - introvert or extrovert, high / low ego drive, impartial, compulsive, gregarious, and group staff member (Copper et al, 2008).
Thus, getting such information is a decisive factor in conducting research review to those people who have bought the products or services that were being offered by the company. That is such to hone this information to match the marketing needs. Also, need to know both demographics and psychographics in order to advertise and sell the product effectively. Furthermore, in order to match the consumer's characteristics of the multimedia to choose with the characteristics of the desired purchasers. Because of this, such an take action might cause for losing precious dollars on thrown away marketing and advertising will be avoided.
ATTITUDES
Attitudes are related to determination are presumed to accomplish social behavior, can exist in relation to any thing, and can be changed; however, appealing to marketing communications is how behaviour to places and services can be inspired (McCabe, 2009). Hence, attitude is affected, as it's been grasped as a discovered predisposition that assignments a good or negative behavior constantly toward various things of the world. These are the tangible and intangible items on the way to which one can develop an frame of mind are called frame of mind objects. In result, attitudes influence just how we think, behave, and are therefore essential for the marketers who study them to comprehend how a consumer behaves. In addition, have certain characteristics.
On the other side, exactly what is a consumer behavior? One "official" explanation for consumer behavior relating to Perner (2010) is the analysis of individuals. Organizations, or organizations and the process they use to choose, secure, use, and dispose of products, services, experiences, or ideas, to meet needs and the impacts that these procedures have on the consumer and society. " In which in a few useful details consumer behavior includes services and ideas. This is as well as tangible products with the involvement useful and removal of the merchandise. Further, it is such research of how they are ordered. Alternatively, such product, this is generally used of substantial interest to the internet entrepreneur. This is because they may affect how a product is best positioned or how exactly we can encourage increased use.
The creation of consumer attitudes according to Gogia (2010) is strongly affected by personal experience, the influence of the relatives and buddies, immediate marketing and mass media. However, they can be formed, as we grow up, based on the environment in which we develop up. Behaviour can either be of high or low degree and the level depends on the effectiveness of the conviction with that your person believes in them. Thus, how are these demographic and psycho visual variable impact consumers' behaviors, where in fact the researchers are concerned? Gogia (2010) provided a list on high each adjustable influenced consumer's behaviour:
Recognizing the importance of direct experience, marketers frequently try to activate trial of services. That is done by offering cents-off coupons or even free samples. If something satisfies the needs of the buyer, it will create a positive attitude and will raise deal.
Direct and experience the primary means by which attitudes towards goods and services are created id through the consumer's direct experience while striving and evaluating them.
Influence of family and friends: as we've been exposed to others, especially family, good friends, and respected individuals, we form behaviour that influence the life. The family is incredibly valuable way to obtain influence in the formation of attitudes, for it is the family that provides us with many of the basic principles and a variety of beliefs. And
Direct marketing: marketers are increasingly using highly targeted direct marketing programs to focus on small consumer's niches with products and services that fit their interests and standards of living.
From the marketing viewpoint this is based on the need fulfillment of an buying action. McCabe (2010) offered Solomon's put together of the four main functions that attitude performs:
Utilitarian - related to basic principles of pleasure and pain; positive behaviour are made towards products which provide a pleasurable experience in which consumers buy products to fulfill their need, enjoy some advantage, get some good extra features and receive after sales service. If indeed they it as per their targets, they develop a positive attitude towards that product. If not than a bad attitude is developed. Marketers usually stress and spotlight the strengths of these products to create a good attitude.
Value-expressive- attitudes that happen to be related to individuality and an individual's value. These behaviour form an important strand of research on lifestyle which looks at how consumers' activities, interests and opinions share their ideals/ identities as people. Hence, the value of worth in the life cannot be over emphasized. We learn it through the upbringing and training. This value system avoids or motivates the customers to buy certain products related to smoking, drugs, environment, health, ethics, animals, etc.
Ego-defensive - behaviour that are formed to safeguard a person against exterior threats or internal feelings. So, we are all concerned about self-esteem and ego and always to attempt to safe guard those. Products related to maximizing the ego or self-esteem is the mark of such a kind of attitude.
Knowledge function - behaviour which are developed in response to the need for composition and so this means, as such as a man is ever before inquisitive, wondering, seeking knowledge. He gets new information and understanding about the products and services that assist in creating, changing, and changing the frame of mind towards it.
McCabe (2010) stressed the importance to understand these functions, since if the internet entrepreneur has learned which functions the product/ service acts or put yet another way how the product benefits the consumer. Wherein, they can create announcements which showcase these benefits.
Since consumer habit is the study of when, why, how, and where people do or do not buy, it involves the mental process that consumers proceed through in knowing needs, finding ways to solve these needs, making purchase decisions, interpret information, make strategies, and implement these plans.
Perner (2010) emphasized that consumer behaviour are a amalgamated of consumer's values, thoughts about, and behavioral motives toward some subject - within the context of marketing, usually in a brandname. Consequently these components are viewed together since they are highly interdependent and mutually represent causes that influence how the consumer will react to the object.
This research is wanting to determine how Emirates Airlines and Etihad Airways provide their products in services in terms of punctuality, services by flight, in-flight experience, young flyers, the fleet and the cabin features. Furthermore, if the company began to get, consolidate and assess the customers' information in order to understand their needs, probably they could turn into a more profitable company. With all the above-mentioned features and services of which the consumers' key concerns would be set up and prioritized, the business is already placing the customers' forefront. The realization of your customer-oriented business and enhancing customers' value resulted for a effectively more profitable flight.
