Marketers in India need to have solid understanding of consumer’s online attitude and buying behavior. This is mainly due to the shift and trend that consumers are moving fast into online booking. India rank 03rd across the world with the highest number of internet users and still a lot of potential is untapped. The OTA market in India is having very stiff competition and more consumers are reserving their flight bookings through it.Hence, the main purpose of our research is to explore the factors that influence consumer’s attitude and purchase behaviour towards Online Flight Booking Sites. Factors which were identified in this research are Price, Convenience, Information and Trust. The focus of this study was on consumers who booked their flights Via OTA. The research plans to adopt a survey using Stratified Sampling Method. Kindly go through from the below presentation for further details.

1. AIRLINE BOOKING SITES IN INDIA
Pavas Saxena
Milan Thakur
Shozab Haque
Mayank
Naren Pradhan
Consumer
Behaviour

2. ObjectiveIntroduction
OTA industry is very competitive with more than 30 players in
the market.
The industry is very price-sensitive especially in air-travel
segment, due to which Net revenue margins are low.
 While global giants like Travelocity and Expedia still have to
make a mark in the industry, bigger Indian companies are
venturing out into countries with high NRI population.
95% of consumers search online before making a purchase
41% of people make a purchase after a promotional email &
25% after receiving an SMS.
Purchasing frequency is higher for app users.
Website Home Page
=
100 Visitors
Search page result
=
70 Visitors
Passengers
Details
=
5 Visitors
Payment
Page
=
3 Visitors
02
Visitors
Transaction
Complete
Sales Funnel

3. Methodology
• Problem Statement – To predict the consumer behavior towards Airline Booking Sites.
• Dependent Variable – Consumer Preference.
• Independent Variables – Price savings, Ease of booking, Customer support, Customized booking
options, offers and discounts.
• Method of Data Collection – Data was collected through a structured questionnaire survey .
• Sources of Data - The data was collected through both the primary as well as secondary sources.
The primary source of the data are the various airline travellers. The sources of secondary data
are the websites and published reports.
• Sample Size – A survey was conducted with a sample size of 30 and chosen by stratified method.

4. Questionnaire
• Segmenting the customers – Question 1.
• Willingness to pay – Question 2 and 9.
• Predicting the consumer behavior – Question 3, 4, 5 & 6.
• Consumer preference – 7, 8, 9 & 10.
• Questionnaire Link:
https://docs.google.com/forms/d/e/1FAIpQLSc3czheK_v9l34T2x5ce2tX-
xGTLkbdcFAh6Bbhj0YrDoYdxg/viewform

5. Consumer Decision Making
Informationacquisitionin
thepre-purchasestage
Online Travel Reviews
Ratings of the website
Offers & promotions
Social Media
Word of Mouth
Orderinginthepurchase
Stage
Lack of confidence in the technology
Lack of personal service and human
interface
Information quality
Competitive price
Pricing pattern
Service Performance and reputation
Terms & Conditions
Booking sites speed
FeedbackinthePost-
purchasestage
Communication
Reminder SMS
Loyalty points
Factors affecting each step of the process
1. 2. 3.

6. Segmentation Strategy
Segmentation
Transactional
Data
Buyer Persona
Behavioral
Data
Last Purchase
Recent Purchase
Value of Purchase
Preferences
User Profile
Pattern Buying
Expected Purchase
RFM Model
(Recency, Frequency, Monetary Value)
Who purchase More
=Push towards
Loyalty programs
Who has very low cost
of purchase=
Discounts ,
Better Deals
Looking for better high
monetary value or non
stop flights, means
experience matters
more than cost=
opportunities to
cross -sell
increases
Tempting users to Log in will
enrich their profile =
Better understanding
of who user is and
what they want

7. Planning to influence
Search
• Targeting vigorously
1.Extended information
searchers then
2. Limited information
searchers
3.Giving more benefits for
undertaking search
4.Creating great involvement
in product.i.e Targeting
frequent traveler.
5.By creating more product
differentiation
Alternative
Evaluation
Outlet Selection
Modify
intend
purchase
behaviour
Displays
Price
reduction
Store Layout
Stock Out
Not required as
web and App
based service

8. POST PURCHASE
FEEDBACK
Personalized mail – seeking post service quality sms tracker during travel-
information regarding travel updates
1.Customer grievance support portal.
Yatra mini - it is a multi-lingual travel app in Hindi & English with more regional
languages such as Tamil, Bangla, Gujarati, Punjabi, Urdu .
It boosts their feed back mechanism when language comes as barrier.
Apart from above mechanism zipdial-makemytrip experiences 18 times more
responses to customer feedback
Zipdial platform does not require any app installation or data connectivity on the
user’s mobile phone, and can be used with feature phones

9. Recommendations and conclusion
• Monitor Social Media
Social media is the ultimate medium to listen to your customers. Customer feedback is a plenty when it
comes to sites like Facebook, Twitter, LinkedIn. The challenge is how to monitor it effectively and use it
meaningfully.
• Website Activity
That’s a piece of feedback that your customer doesn’t have to tell you, but you can definitely find out.
Tracking customer activity on your website is a form of customer feedback that requires very little
investment from your customer, but can yield some extraordinary insight
• Community Groups and Discussion Boards
• Live Chat
• Email and Ticket Closing Surveys
This is often a hotly discussed topic here at Client Heartbeat because we feel they don’t get very high survey
response rates.

10. THANK YOU
!