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Decline in the Market Share Air India(2012)

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Research Process on decline in market share of Air India (2012)

3/13/2014

GROUP MEMBERS:
JOCELIN VARGHESE (35)
KHUSHALI ACHARYA (01)
HILSA CHAUHAN (15)
SRIMOYEE BAL (06)
AAYUSHI MURANI (52)

TABLE OF CONTENTS Sr.no | Particulars | Page. No | 1. | Problem statement and variables | 3-5 | 2. | Sampling techniques used | 5-6 | 3. | Questionnaire | 7-10 |

BUSINESS RESEARCH PROCESS

DEFINE RESEARCH OBJECTIVE:
INTRODUCTION
Following economic losses in 2012, Air India has slipped to fourth place in the Indian domestic aviation sector from being the largest operator in the Indian subcontinent, behind low cost carriers like IndiGo, Spicejet, and its full service rival Jet Airways. Following its merger with Indian Airlines, Air India has faced multiple problems, including escalating financial losses, Between September 2007 and May 2011, Air India's domestic market share declined from 19.2% to 14%, primarily because of stiff competition from private Indian carriers. In August 2011, Air India's invitation to join Star Alliance was suspended as a result of its failure to meet the minimum standards for the membership. In October 2011, talks between the airline and Star Alliance have resumed. In April 2012, the Indian government granted another bailout package to Air India, including 300 billion (US$4.6 billion) of subsidies. In order to raise funds for reconstruction, Air India decided to sell and lease back all its dream liners.
(indiatimes, 2013)
VARIABLES AND PROBLEM STATEMENT

Customer preferences::(blogspot, 2007)
Due to certain drawbacks of the company such as cabin staff, no meal selection, uncomfortable and dirty seats the preferences of the customers and customer rating were very poor.
Problem statement:
The passengers were ready to opt for other carriers other than Air India

Competitors:(blogspot, 2007)
Due to waiting hour caused by the delay, the prospects of not showing up for work responsibilities in Dubai and the news from anxious relatives who were waiting, the passengers were getting stressed.
While other companies like Kuwait Airlines were accommodating their stranded passengers in nearby hotels Air India said that there were no hotel beds available in Delhi.
Many sleep-deprived passengers on Flight 747 admitted to feeling dizzy and suffering from claustrophobia as they were not permitted to move from the terminal.
Problem statement:
The Air India’s facilities were not matching to the standards set by the other competitors

Customer care services (blogspot, 2007)
Due to certain problems or drawback of the company such as cabin staffs, no meal selection, uncomfortable and dirty seats etc., the preferences of the customers for the company declined. The customer ratings were also very poor.

Problem statement:
The customers were not satisfied with the amenities provided by Air India.
Safety threats (kumar, 2013)
On 23 January 2013, the Jed Airliner Crash Data Evaluation Centre (JACDEC) announced that Air India had the third worst safety record among 60 international airlines that were reviewed. Ten Air India flights have fatally crashed, including those due to terrorist attacks. Air India has a record of 6.82 fatal events per million flights.
Problem statement:
The possibility of risks of accidents and terrorist attacks were high in Air India
Technical error (indiatimes, 2013)
Air India's Dreamliner fleet suffered 136 "minor" technical problems between September last year and last month. September 5, 2007 – three-month delay to first flight announced, due to shortage of fasteners and incomplete software.
Problem statement:
The staff/employees in the Air India were not ready to accept the technological up gradation

SAMPLE SIZE AND SAMPLING TECHNIQUES USED:
SAMPLE SIZE: 50
SAMPLING TECHNIQUES:
STRATIFIED SAMPLING:
We have divided the respondents into groups and have randomly selected sub samples from each of the group. The sub samples are: * Business – Class people who frequently travelled by Air India. We can mail them & ask them to fill the questionnaire. * Upper Middle Class: We can conduct the survey by doing interview of the upper middle class people. * Students: We can get the information through questionnaire. * Tourists: We can go to airports & collect the information by taking an interview from the passengers who are there in the waiting area.

SNOWBALL SAMPLING:
If we have taken the sample size of 50 people then we ask them to give the name of their friend, colleagues and relatives to provide the information and thereby creating snowball effect by collecting responses of the respondent.

We can collect a set of information from the company about the customer’s data through which we can contact them. We can contact the above stated class of people and receive sufficient information for our research. With such diverse data it would be feasible for the researcher to gain ample information about the research.

QUESTIONNAIRE

Dear respondent,
You are requested to fill the questionnaire as a part of the research study conducted by us. Your responses matter, therefore you are kindly requested to fill the questionnaire.

1. Name: 2. Age: Less than 25 26-35 36-45 46-55 More than 55

3. Gender : Male Female

4. What is your present occupation?

Businessman Student Salaried and semi-professional 5. What is your educational qualification?

Graduate Post-graduate 6. What is your yearly household income? 0-30,000 30,001- 60,000 60,001- 90,000 90,000 and above

7. How often do you travel by a plane?

Often Very often Sometimes Depending upon availability

8. How often do you travel by Air India?

0-1 times per month 2-3 times per month 4-5 times per month 6 or more times per year 9. How would you rate the satisfaction level on in flight services in Air India on a scale of ‘-2’ to ‘2’.
(Negative ratings mean negative association with the satisfaction level and positive ratings means positive association with the satisfaction level) | -2 | -1 | 0 | 1 | 2 | In – Flight child care | | | | | | Seat Comfort | | | | | | Ambience | | | | | | Crew friendliness | | | | | |

10. How would you rate service quality on in-flight services on a scale of ‘1’ to ‘5’:

1- Bad 2- Very bad 3- Neutral 4- Good 5- Very good | 1 | 2 | 3 | 4 | 5 | Cleanliness of cabin | | | | | | Cleanliness of washroom | | | | | | Meal selection(On – Board catering) | | | | | | Newspapers / Airline magazines | | | | | | Provision of Pillow / Blankets | | | | | | 11. How satisfied are you with In-flight Digital Services provided by the Air India? | Very satisfied | Somewhat satisfied | Somewhat dissatisfied | dissatisfied | Music | | | | | Inbound – Outbound theatres | | | | | Personal Entertainment Appliances | | | | | Audio – Video On Demand (AVOD) | | | | | Games | | | | | 12. Divide 100 points among the following Airline Back office Operations according to your preference: Discounts / offers Online seat booking Reservation / Cancellation facilities Handling of delayed flights 100 points SOURCES: 1. http://www.airindia.com 2. http://articles.economictimes.indiatimes.com/2013-12-09/news/44990507-1-aircraft-boeing-team-japanese-carrier 3. http://osinb.com/assets/client_files/pdf/jd.pdf

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