Air Asia is one of the best airlines in the world, which came into business in 1993. The company covers more than 25 countries in its transport and has continued to grow. A part of the consumer behaviour strategy in the company involves coming up with plans that will aim at improving consumer beliefs towards the Air Asia brand. The analysis of consumer behaviour led to identifying seven factors that affect consumer beliefs, which have different levels of significance to the consumer beliefs about the brand.
| Attribute | significance | Air Asia | Aspects |
| Pricing | 8 | 8 | Transparent fares, competitive pricing |
| Schedule and convenience | 7 | 7.9 | Multiple routes, convenient departure and arrival. |
| Quality of services | 9 | 9 | Handling, customer service, on time departures. |
| Safety and reliability | 7 | 7.6 | Updated protocols, security records, and protection of flights. |
| Rewards and value-added services | 5 | 8 | Loyalty cards, discounts, offers. |
| Sustainable practices | 8 | 6.7 | Recycling, carbon footprint, fuel efficiency. |
| Past reviews | 8 | 6.8 | Consumer reviews |
Figure 1 Factors influencing consumer beliefs in Air Asia.
The table shows the various factors contributing to consumer attitudes and beliefs towards the Air Asia brand. Each of these factors has different levels of importance, with the service quality carrying the highest weight. The analysis of these other areas indicated that the company needs to work on sustainable practices and reviews for the company. Therefore, the company’s strategy for improving consumer beliefs will involve increasing sustainable practices and engaging in more reviews.
Sustainability is one of the significant factors influencing consumer beliefs following the changes in the climate that have warranted the need to reduce pollution and emissions. The company has had its efforts but at a lower scale of operations (Praja et al., 2023). Air Asia will improve consumer beliefs by increasing the fuel efficiency of its transport to reduce emissions in its flights. The company will achieve this through flight optimization strategies which will reduce flight time hence conserving fuel and reducing emissions (AirAsia, 2018). Further communicating the carbon footprint to the consumers will help acknowledge the company’s breakthrough, increasing consumer beliefs in the brand.
At the same time, the company will implement better ways of reducing waste through recycling and reducing the use of plastics in the airlines.
Figure 2 Models for dustbins.
The company will use new dustbins that instruct consumers on where to put their waste, allowing the company to efficiently recycle the materials as it will direct them where to put the materials, like plastics.
Figure 3 Sustainable packaging
The company will also reduce pollution by using non-plastic packaging for the airlines’ foods and drinks to reduce pollution (Airlines, 2023). These efforts will raise awareness among consumers of a commitment by the company towards sustainability, improving their beliefs and attitude towards the brand.
At the same time, the company will engage in more reviews which will help boost consumer attitudes towards the brand. The company will use the review blogs for airlines to increase its perception and encourage consumers to give their reviews on the booking sites on their experience. Popular flight blogs such as Tripadvisor and Luxury Travel Expert will help give information to consumers on the quality of the services (FeedSpot, 2019). Further, the company can encourage consumers to leave feedback on these sites for the sake of future consumers. These will help improve the consumer’s beliefs and attitude as they will get information from fellow customers.
References
AirAsia. (2018, March 14). 5 Consumer Behavior Theories Every Marketer Should Know. Ohio University. https://onlinemasters.ohio.edu/blog/consumer-behavior-theories-every-marketer-should-know/#:~:text=The%20decision%20process%20also%20has
Airlines. (2023, January 22). Rule changes are needed to deliver a sustainable cabin. Airlines. https://airlines.iata.org/2023/01/22/rule-changes-are-needed-deliver-sustainable-cabin
FeedSpot. (2019, August 6). 15 Best Flight Review Blogs and Websites To Follow in 2023. Feedspot Blog. https://blog.feedspot.com/flight_review_blogs/
Praja, A. K. A., Septiawan, R. A., Syah, T. Y. R., Sari, E. M., Dewi, M. P., Katijan, P. S., … & Lai, Y. L. (2023). Sustainable Development Strategy of Low-Cost Airlines: Empirical Evidence for Indonesia Based on Analysis of Passenger Loyalty. Sustainability, 15(3), 2093.
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