CHAPTER-1

INTRODUCTION

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OVERVIEW OF INDUSTRY

The aviation industry in India is one of those sectors that saw a

constant pace of growth among the other industries in the world
over the past many years. The open sky policy of the
government has helped a lot of overseas players entering the
aviation market in India. From then, it has only been growing in
terms of players and the number of aircrafts. At present, private
airlines account for around 75% portion of the domestic
aviation market.

The 9th largest aviation market in the world is India. Taking the help of the statistics from the
Ministry of Civil Aviation, approximately 29.8 million passengers travelled to/from India in
2008, showing a surge of 30% from 2007. The prediction stated that international passengers
will touch 50 million by 2015. More opportunities in the aviation industry in India are likely
to make way for about 69 foreign airlines from 49 countries.

The Ministry of Civil Aviation is the nodal Ministry responsible for policy formulation,
development and regulation of the Civil Aviation sector in India. The Ministry also overlooks
the planning and implementation of schemes for the growth and expansion of civil air
transport, airport facilities, air traffic services and carriage of passengers and goods by air.
The Ministry exercises administrative control on various/affiliated autonomous organizations
along with CCRS which is responsible for safety in rail travel and operations in terms of the
provisions of the Railways Act.

The boom in the country’s aviation sector is likely to result in the generation of nearly 2.5
lakh jobs by the year 2010, an Assoc ham report has said. According to the report, the civil
aviation sector is also slated to become a Rs35, 000 crore (approx. $8.5 billion) industry in
the same time frame.

The report, ‘Aftermath of Commonwealth games 2010,’ predicts that with the modernization
of the Delhi and Mumbai international airports, and also with the revamping of 35 non-metro
airports, airlines and airport-based industry are likely to create over 2.5 lakh jobs.“We are
talking of investments of up to Rs150, 000 crore (approx. $36 billion) in this sector,” said DS
Rawat, Assocham secretary.

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Investment Policy

The consolidated document on FDI policy was released on March 31, 2010.

Currently, for the civil aviation sector:

 FDI up to 100 per cent is allowed under the automatic route for Greenfield projects.
 For existing projects, FDI up to 100 per cent is allowed; while investment up to 74 per
cent under the automatic route and beyond 74 per cent under the government route.

Role of Aviation Industry in India GDP

The Role of Aviation Industry in India GDP in the past few years has been phenomenal in all
respects. The Aviation Industry in India is the most rapidly growing aviation sector of the
world. With the rise in the economy of the country and followed by the liberalization in the
aviation sector, the Aviation Industry in India went through a complete transformation in the
recent period.

Role of Aviation Industry in India GDP-Facts

 With the entry of the private operators in this sector and the huge cut in air prices, air
travel in India were popularized
 On February 18, 1911, the first commercial flight was made from Allahabad to Naini
by a French pilot named Monseigneur Piguet

Role of Aviation Industry in India GDP-Growth Factors

 The growth in the Indian economy has increased the Gross Domestic Product above
8% and this high growth rate will be sustained for a good number of years
 Air traffic has grown enormously and expected to have a growth which would be
above 25% in the travel segment
 In the present scenario around 12 domestic airlines and above 60 international airlines
are operating in India
 With the growth in the economy and stability of the country India has become one of
the preferred locations for the trade and commerce activities

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  The growth of airlines traffic in Aviation Industry in India is almost four times above
international average
 Aviation Industry in India have placed the biggest order for aircrafts globally
 Aviation Industry in India holds around 69% of the total share of the airlines traffic in
the region of South Asia

Role of Aviation Industry in India GDP-Future Challenges

 Initializing privatization in the airport activities

 Modernization of the airlines fleet to handle the pressure of competition in the
aviation industry
 Rapid expansion plans for the major airports for the increased flow of air traffic
 Immense development for the growing Regional Airports

Role of Aviation Industry in India GDP-FDI Policy

The Reserve Bank of India (RBI) announced that foreign institutional investors might have
shareholdings more than the 49% in the domestic sector.

Airports

 Foreign equity up to 100% is allowed by the means of automatic approvals

pertaining to establishment of Greenfield airports
 Foreign equity up to 74% is allowed by the means of automatic approvals
pertaining to the existing airports
 Foreign equity up to 100% is allowed by the means of special permission from
Foreign Investment Promotion Board, Ministry of Finance, pertaining to the
existing airports

Air Transport Services

 Up to 49% of foreign equity is allowed by the means of automatic approvals

pertaining to the domestic air transport services
 Up to 100% of NRI investment is allowed by the means of automatic
approvals pertaining to the domestic air transport services

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Growth of Indian Aviation industry

The Indian Civil Aviation market grew at a CAGR of 18%, being valued round US$ 5.6
billion in 2008. Further statistics revealed that the air traffic in August 2009 was a double
digit figure. The domestic airliners flew 3.67 million passengers in August 2009, as against
2.92 million in the corresponding period of 2007, up by 26%. The Centre for Asia Pacific
Aviation (CAPA) has estimated that the domestic traffic will go up by 25% to 30% till 2010
along with a surge in the international traffic by 15%. There would be more than 100 million
passengers by 2010. Then again by 2020, Indian airports will in all probability handle over
100 million passengers every year. The investment plans to the tune of US$ 9 billion has
been made by the Aviation Ministry for modernizing the existing airports by 2010.

Market share of key players in the Indian aviation sector

Name of the players Market Share

Indigo Airlines and Kingfisher Red (previously Air Deccan) 28%

Jet Airways and Jet Lite (previously Air Sahara) 25%

Air India and Indian (previously Indigo Airlines) 16%

IndiGo 14%

SpiceJet 12%

GoAir 3%

Paramount Airways 2%

MDLR Airlines 0.004%

Future of Airlines industry in India

The challenges of the Indian aviation industry are cited below:

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  Passenger traffic is estimated to grow at a CAGR of over 15% in the coming few
years.
 The Ministry of Civil Aviation would handle around 280 million passengers by
2020.
 US$ 110 billion investment is envisaged till 2020 with US$ 80 billion solely for
new aircraft and US$ 30 billion for developing the airport infrastructure.

INTRODUCTION TO THE PROBLEM

Objectives

The objective of this report is to study the external environment of the Aviation Industry in
India. Subsequently, internal environment analysis is conducted for IndiGo Airlines. With the
help of this comprehensive study, we have suggested recommendations that can be adopted
by IndiGo to sustain its competitive advantage by utilizing its cost leadership strategy.

Scope

The study is mainly done to understand the how the Aviation industry especially IndiGo
airlines adopts different strategic management tools in order to survive in the competitive
market and to attain maximum share in the current market.

Methods

To understand the important factors responsible for the formulation of corporate strategy, we
have utilized Strategic Management tools like Porter’s Five Forces model, Value Chain
analysis, TOWS matrix etc.

Statement of the problem

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The ultimate goal of a problem statement is to transform a generalized problem (something
that bothers you; a perceived lack) into a targeted, well-defined problem one that can be
resolved through focused research and careful decision-making.

 Writing a Problem Statement should help you clearly identify the purpose of the project you
will propose.  Often, the Problem Statement will also serve as the basis for the introductory
section of your final proposal, directing your reader attention quickly to the issues that your
proposed project will address and providing the reader with a concise statement of the
proposed project itself. A statement problem need not be long and windy. One page is more
than enough for a good statement of problem.

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 COMPANY PROFILE

IndiGo is a private, low-cost airline based in Gurgaon, Haryana, India. Since commencing

operations in August 2006, it has established itself as one of India's leading airlines using its
model of efficient, low-cost operations and by attracting customers with low fares. IndiGo
has the second largest share in India's domestic air travel market, only behind Jet
Airways and as of October 2011 it is the only airline in India making profit. IndiGo has
grown faster than any other low cost carrier in South Asia. The airline has also acquired three
parking spots in Indira Gandhi International Airport and Chhatrapati Shivaji International
Airport. Following Indian regulations, Indigo received its license to operate international
flights upon completing five years of operations. Its main operational hub is New Delhi's
Indira Gandhi International Airport. Indigo has been awarded numerous airline and travel
industry awards. Indigo won the Skytrax Central Asia's best low-cost airline award in 2011.
On February 15, 2012, the civil aviation ministry of India has lifted the barriers on the carrier
when was set over a year ago to defend the sinking national flag carrier from competition on
the International routes.

HISTORY

The parent company of IndiGo Airlines is Gurgaon based InterGlobe Enterprises. It

commenced its operations from the year 2006. Indigo had placed a firm order of 100 Airbus
A320-200 aircraft during June 2005 in plans to commence operations in mid 2006. Indigo
took delivery of its first Airbus A320-200 aircraft on 28 July 2006, nearly one year after
placing the order, and commenced operations on 4 August 2006 with a service from New
Delhi to Imphal via Guwahati. By the end of 2006, the airline had six aircraft. Nine more
aircraft were acquired in 2007 taking the total to 15. By the December of 2010, Indigo
replaced the state run flag carrier Air India as the top third airline in India.

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CORPORATE CULTURE:

Vision
The vision of Indigo is to give a hassle free travel experience, on time flights with affordable
fares.

Mission
The carrier now has bold plans to become one of the country’s top operators in the
international market the state run flag carrier Air India as the top third airline in India in
2010.

Values
The values of the interglobe group are integrity, customer orientation and future mindedness.

CORPORATE STRUCTURE

Aditya Ghosh - President

Riyaz Peermohammad – CEO

S. Sanjay Kumar – Chief Commercial Officer

Cpt. KPS Nair – Chief of Flight Safety

Sanjeev Ramdas – President, customer services and Airport Operations

COMPETITORS:

1. Go Air

2. Spicejet

3. jet Airways

4. Jet Konnect

5. Jet Lite

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PESTLE ANALYSIS
A PESTLE analysis is an analysis of the external macro-environment that affects all firms in
an industry. P.E.S.T.L.E is an acronym for the Political, Economic, Social, Technological,
Legal and Environmental factors of the external macro-environment. Such external factors
usually are beyond the firm's control and sometimes present themselves as threats. For this
reason, some say that "pest" is an appropriate term for these factors.

Political Factor :
Liberalization of the Sector 
Excise Duty and Sales Tax on Aviation Turbine Fuel 
Modernization of Airports 
Interface form Other Agencies 

Economic factor :
Interest rate movement
Increasing Oil prices
Recession
Investments in the Sector=

Social factors :
Developments in Airport Cities 
Employment Opportunities 
Ensuring a Level Playing Field 
Safety Regulation
Varied income group
Varied age group

Technological factors :
Growth of Electronic Ticketing 
Satellite based Navigation Systems 

Environmental :
Carbon offsetting

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Land issues
Legal :
Different legalities of different countries

SWOT ANALYSIS

Strengths

 Strong backing Promoters.

 Only LCC to make consistent profits.

 Indigo has high brand awareness and brand equity.

 Cost leadership: Successful implementation of low cost strategy.

 Continuous innovation to improve on non price factors.

 Tie-up with hotels.

 Ease of ticket booking for customers.

Weaknesses
 Scope of product differentiation is less.

 Benefits of the innovations implemented by Indigo to provide better

services to the customers are short-lived, as these can be easily imitated by
the competitors.

 Indigo is not exploring the untapped domestic air cargo market.

 Not on too many routes.

Opportunities

 Opening up of International Skies.

 Largest Market share among LCCs in Indian Market.

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  Middle Class taking to the skies.

Threats
 Plenty of new LCCs to compete with.

 Rising Labour costs.

 Rising Fuel Costs.

MARKET SHARE

Indigo is one of the top performers in the airline industry on back of good, economical and
timely services. IndiGo currently holds 19.6%.

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Financial Information

IndiGo , owned by Inter Globe Aviation Pvt. Ltd, in its annual filing to the Directorate
General of Civil Aviation Stated that its profit rose to Rs. 650 crore from Rs. 551 crore, with
this the airline had made a third straight year of profit for the carrier that began operations in
2006.If IndiGo sold its all airbuses A320s which it ordered in 2005, the company can earn
about $48 million, based on $3 million a plane in revenue from sales and leaseback premium
alone

Due to the low costs and increase in passenger traffic IndiGo has seen a 48% increase in
revenue in 2011 for IndiGo Airlines.

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Apart from IndiGo, the other low-fare carrier, SpiceJet was the only one that made a profit
during the year 2011, its profit was Rs101.16 crore. Market leader Jet Airways (India) Ltd,
including JetLite, were among the ones who made losses.

IndiGo’s total revenue rose 48% to Rs3,946 crore on expenses of Rs3,229 crore. The carrier
made Rs121 crore in non-operating revenue, potentially from sales and leaseback of aircrafts.

The IndiGo charged approximately Rs3,508 average airfare from 9.46 million passengers,
based on total passenger revenue of Rs3,518 crore.

This has made IndiGo one of the only two airlines which had earned profit in the financial
year of 2011.

Business Level Strategies

Segment -

Cost Conscious Passengers

Target Group

Lower Middle Class / Middle Class

Positioning

Low Cost No Frills

SWOT ANALYSIS

Strengths(S) Weaknesses(W)

1. IndiGo has high brand 1. Scope of product

awareness and brand equity.
2. Cost leadership: Successful
implementation of low cost
strategy.
3. Highly efficient mgmt. that
ensures high rate of onetime
differentiation is less.
2. Benefits of the
innovations implemented by
IndiGo to provide better
services to the
customers are short-lived, as

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 arrivals.
4. Continuous innovation to
improve on non price factors.
5. Tie-up with hotels.
6. Ease of ticket booking for
customers.
Opportunities(O) SO
these can be easily imitated
by the competitors.
3. IndiGo is not present in
domestic air cargo market.
4. Not present in
International Market
WO

1. Freight market 1. Increase domestic 1. IndiGo can plan to go

2. Increase in domestic destinations for flights international.
air traffic 2. Upgrade to long haul 2. IndiGo can expand its
3. International market aircrafts as per demand services to freight/cargo.
4. Chartered flight 3. Diversify to chartered
services flight services.
5. Promotion of regional
air connectivity
6. Development of
airport infrastructure

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 Threats(T) ST WT
1. Rising ATF prices 1. Sign anti poaching 1. Continuous innovation of
2. Increasing competition agreements with competitors. value added services.
3. Economic slowdown 2. Effective incentive
4. Poaching programmes to avoid talent
5. Govt. interference drain.
6. Scarcity of trained 3. Hire well trained pilots
pilots from other countries as well
as retired Air Force personnel.

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THEORETICAL PERSPECTIVES

perception of service quality is affected and customers are usually not satisfied. Aviation
sector is one of the major industry sectors in India. In a year around two hundred thirty five
million passengers travel by Air. In services, airline sector plays a predominant role. It
promotes tourism, international investments and globalisation which contribute to the
economic growth of a country.

INDIGO AIRLINES is one of the popular airlines worldwide catering to the needs of both
domestic and international passenger its operations are headquartered in London India and
spread across the World in 72 nations covering 149 destinations. As per the recent studies in
the year 2004/2005, INDIGO AIRLINES stood first in the airline industry in India carrying
over 35million passengers and roughly about 0.9 million tonnes of cargo (CBI, 2006).

Many researchers and analysts believed that customer beliefs and awareness play an
important role in Service industry. It is also considered that Service quality is the
fundamental aspect of strategic management and marketing for firms in service sector
(Antigen, et al., 2008). Customer satisfaction and reliability as a result of high quality,
ensures long term growth and success (Antigen, et al., 2008). If service sector has to carry on
its growth it has to focus on offering excellent customer service and improve customer
satisfaction by analysing their needs, understanding their perceptions and meeting them.
Determining customer demands and observations in airline industry is really tricky as
customer satisfaction is ascertained by several insubstantial aspects ambiance of the cabin,
quality of food served in the flights to name a few.

Customer satisfaction is one of the foremost major processes in aviation industry and is
established as most vital to the success of business competition. The terms customer
satisfaction and service quality have been both explained as meeting the expectation of the
service with that which is really experienced by the end user (Suresh Chandar, 2010). As a
result, when consumer’s practices meet or exceed their expectations, the service is observed
as a quality service and the recipients are usually satisfied customers. On the other hand,
when the service experienced by customers is below than their expectations, the

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According to (Chen & Chang, 2005) in the airline sector, judging what passenger wants and
imagine is necessary to deliver excellent customer service and quality and subsequently to
analyse the firm’s performance standards. Of late, Air travel industry has been in the news
very often for various reasons. As per the recent studies conducted by several researchers,
business analysts, media and top management in aviation sector it is understood that the
potential expansion of airline industry is in risk (Bhatti and Qureshi, 2010). In order to
stabilise and improve the growth of aviation sector it is understood that major focus should be
laid on Customer satisfaction and Customer relationship management.
In recent times, Customer desires and outlook has changed. In the airline sector, assessing
what customers really want is vital to render expected service quality. Hence it is very
important for the top management in airline sector to evaluate the passenger requirements
from customers view point and in several instances it is observed that they focus more on cost
cuts which results in well-organized operations on the contrary it will have an undesirable
effect on the satisfaction levels of the end user (Chen & Chang, 2005). The airline business
must aim at satisfying the customer wants and providing high class customer service by
Chitins (2007). The primary motto of airline sector is to improve services which catch the
attention of and keep passengers who are happy, faithful and provide good reviews of the
airline (Chitins, 2007).
Customer satisfaction has turn out to be an important goal in service operations as it brings
good reputation to firms in airline sector (Ranaweera and Prabhu, 2003). Dennett and Colgate
(2000) supported that as competition created by deregulation has become more intense,
service quality in the airline industry has also received more attention. (Clemes et al. (2008)
stated that in the airline companies especially meeting excellent level of quality of service
became a promotion activity in the beginning of 1990’s due to high end competition. In
service sectors such as the airlines industry, the unique characteristics of services involve that
top management realize what customer desires and expects, and meets them(Aksoy, et al.,
2003).
In today’s global economy competition has become very severe. According to Hague (2011)
several products and services are facing stiff rivalry from their opponents, while several
organisations try to draw customer’s attention by proposing price discounts and enhancing
customer satisfaction. Of late, in today’s global market, “Customer is treated as King”. The
customer has become vital in making any novel product booming in the market. Customer
perceptions of goods or services are generally assessed by the interests and preferences of the
customers.
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The concepts of Customer awareness and customer satisfaction are inter-related. If the goods
or service produced by the organisation is up to the customer reach and expectations which
results in customer happiness and he becomes more faithful to that specific goods or service
Garchar (2010).

Aims and Objectives

 The primary aim of this research is to study the Customer satisfaction levels in Airline
Sector in India with reference to INDIGO AIRLINES.
 To examine customer perceptions and customer expectations in Airline Industry with
reference to INDIGO AIRLINES.
 To understand and analyse the role of quality of service affecting customer
satisfaction in Airline Sector in the context to INDIGO AIRLINES

Literature Review

Aviation sector plays crucial role in moving passengers or goods from one place to another
either it may be domestic or international, due to economic globalisation and technical
advancements, the airline industry is facing stiff competition. According to (Atilgan, et al.,
2008) in the industry like airline, quality of service is significant because providing excellent
quality of service to customers is necessary for the continued existence of the sector. Quality
of service in airline industry is the focal point of satisfaction by travellers, traveller’s loyalty,
and traveller’s choice of airline. Therefore, offering better service quality may deliver more
customer satisfaction which will result in attracting more customers and increasing profits in
business. Customer satisfaction is assessed to play a vital role in every business model
especially in service industries such as tourism, hospitality and airlines. Parahoo (2006) said
that high level of customer satisfaction will directly leads to high returns by reducing
expenditure like marketing, and word-of-mouth. Several market researchers and business
analysts argued that there exists a strong connection between customer satisfaction and
customer perception (Singh 2006).

According to (Parahoo, 2006) it is clearly evident that customers who are happy and
delighted will attract the new customers by word of mouth; this will impact on increase in

19
sales, thus resulting in profits to the firm. Hence customer satisfaction proves to be an
important aspect in airlines sector. Customer satisfaction derives from assessing customer
perceptions and performance.

Excellent customer satisfaction may be anticipated to enhance the reliability of the customer,
minimize price flexibility, protect market share from rivals, lesser transaction costs and
advertising, and to enhance organisation’s goodwill in the market place (Parahoo, 2006). In
recent years, customer has wide range of goods or services available in the market thus
leading to high expectations, on the contrary, in service sector in order to get improved
results every company should give more weight to service quality and customer satisfaction.
For that reason many authors argued that evaluating customer awareness and offering
excellent customer satisfaction is critical for the progress of an organisation (Narasimhan,
2011).

Customer Perceptions

The choices made by the customers are mainly impacted by their awareness on a specific
product or services, which bring in more customers and improving brand name and reducing
marketing costs.

The optimistic result of customer choices and activities will result in making the customer
happy and contended. Thus, it will lead to higher customer satisfaction. Recently, customer
perceptions have become more important for achieving steady growth (Singh, 2006).
Customer perceptions are extremely vital and by improving the positive link between the
company and the customer, his notions about the organisation and its service delivery and
products may vary and as the customer starts consuming the product more often, he will get
more used to the product and once the customer is attached to that specific product of the
firm, his observations will be more generalised and after some period, the same customer will
bring in more customers to the firm (Giese and Cote, 2002). According to (Hague et al.,
2011) it is important to categorize what exactly the consumer really wants and why he likes a
specific firm’s goods or service. The customer’s wishes and desires will mainly be based on
their life style, income and social status. The choices of the customer vary if there is a change
in their earnings or standard of living. Hence it is very essential for every company to assess

20
and understand how the customer anticipates their goods or service by (Grayson, 2001). By
following this strategy, it will be easy to meet the customer perceptions with the co-
ordination of several resources in the firm. The feedbacks and surveys conducted by the firms
will be critical to gauge the customer emotions, needs and expectations by (Smith and
Wagner, 2003) and further will assist in assessing the merits and demerits that are
contributing to the firm’s continual growth. Additionally, reviews will also help in
understanding the annual earnings, life style, social status, and geographical location which
direct the customer actions and mind-set.

Of late, it is essential for the business groups to realize and concentrate on how other
customers observe the product or brand in the market. Thus, the theory of customer
perception and customer satisfaction are inter-related. Customer anticipations play a critical
role in influencing customer satisfaction with services.

Customer Satisfaction

According to Dahlsten (2003) Customer satisfaction may be described as the notion which
customers may encounter about the products or services of a specific brand or business firm
when the customer expectations have been reached or surpassed the existence of that
particular goods or service. As per (Kotler, 2003) satisfaction is an individual’s feeling of
pleasure or dissatisfaction obtained from comparing a good’s possible outcome in contrast to
the customer’s demands. According to Siadat (2008) an organisation may increase it sales
and customer’s loyalty by offering excellent satisfaction by the customer. Therefore customer
satisfaction has happened to be one of the focal point for all business especially those in
service industry. According to Parahoo (2006) customer satisfaction is gauged to sustain
existing customers and as a result, effectiveness and growth of business.

Benner (2009) argued that to maintain customer expectation and customer loyalty in order to
gain higher long-term performance of the company, customer satisfaction is one of the
important factors. Its certain that customer expectation meets the customer satisfaction, this
will be the driving force to build the strong relationship between client and a company as per
Russell (2007) also supported this will directly lead to more and more profitable to the
organization. Parker and Mathews (2001) argued that there are two key analysis of
satisfaction, Satisfaction itself a course of action as well as an end results.
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 Customer satisfaction is constantly the outcome of the observation processes. Customer
satisfaction may be implied as a decision relied on the growing practice through a distinct
goods or service relatively than a business event (Hossain, 2006). Customer satisfaction may
be explained as an individual’s complete assessment of the performance of a product or
service till now. According to Mququ (2005) customer satisfaction as a post purchase
thoughts framed through a rational evaluation of the quality that a customer expected to
obtain from an exchange and the intensity of quality the customer notices actually receiving
from the trade. To be specific it is the state of customer perceptions and expectations. As per
(Parahoo, 2006) customer satisfaction is a fundamental factor in improving production
process and end user relationship. The importance of customer satisfaction and its use for
determining the quality from the customer’s outlook have been highlighted by many
researchers in airline industry (Berry, 2005).

Customer contentment is the emotion or outlook of a client towards a goods or service

following it had been consumed. Customer happiness is the significant end result of
endorsement activity, where it operates as a link between various levels of consumer
purchasing activities.

Customer satisfaction is the effect of the customer’s awareness, assessment and emotional
reaction to the spending experience with goods or service (Anthony, 2005). The hypothesis of
customer satisfaction has fascinated the interest of intellectuals and research analysts for
more than three decades in the occasion of the fact that clients are the foremost source of
most organisations revenue. Savitz (2009) explained customer satisfaction as an result of
obtain and use as a consequence from the purchasers’ evaluation of the benefits and expenses
of the purchase and utilize drawn from the buyers’ assessment of the payments and
expenditure of the acquisition relative to the probable end results. Many research studies were
prevalent on consumer satisfaction and many analysts had conducted research on the
evaluation of quality of service in airline sector. For the first time in the year 1986 Kearney
was the first author who assessed service quality of airline business with the perspective of
airline customers in his research study by Venkatesh and Nargundkar (2006).

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Customer Satisfaction in Airlines Sector India

Airline sector in India (INDIA) is considered to be major industry. In the year 1988, the
sector contributed £10.2 billion to GDP (CBI, 2006). The services offered by the industry are
at par with the international standards catering to the needs of both domestic and international
passengers. The airline sector is very significant to the India’s tourism as 1.8 million citizens
in the country are engaged in this sector report by (CBI, 2006).

Satisfaction of a customer is a purpose of observed quality and notions of degree to which

remarked quality unsuccessful to counterpart customer expectations. Customers will
constantly evaluate the remarked performance of goods or service with little performance
mark. Karma (2004) believed that Consumers will only be contented when the estimated
performance is more than the target; conversely dissatisfaction happens when the
performance is below the expectation. As per Rachel and Andy (2010), those customers are
merely satisfied and they find it simple to shift when other firm is providing a better cost or
package while the importance of customer satisfaction is highlighted in business where
competition is severe by the Kotler (2000).

The primary objective of airline sector is to provide excellent service and competency.
Rachel and Andy (2010) argued that excellent service is vital while the number of absolutely
contented customers segment is an important factor as assessed by some analysts for high
profits. A business organization must regularly gauge consumer satisfaction in order to
analyse and identify whether clients were delighted or not. According to Torbica and Storh
(2001), particularly in the airline sector the degree of customer happiness is plainly
recognized off late in the process, whilst the majority of the customers spent the cash by now.
When firms study on which characteristics of a service or products affect consumer
satisfaction, their duty is to adapt their current strategies in a manner that would lead to
utmost consumer contentment.

According to the literature, outstanding service is achieved through committed and loyal
staff. To provide a reasonable level of service and quality, Rhoades (2008) stated that a firms
approach should be focused in improving the skills and ensuring efficiency, motivation and
commitment of the employees even supported by (Benner , 2009). As the personnel are vital
to service delivery, there is a necessity to have employment protection, training and dispersed
23
decision making. According to (Chitnis, 2007) Airline industry should assess and determine
the demands of its passengers and their satisfaction levels. Satisfaction may be described as
what the organisation provided to its customers and whether the company met the customer’s
demands (EUPAN, 2008). Airline sector may develop the scope of achievements if they
allow its workforce to take individual responsibility and go an extra mile to make the
customers happy and contended (Chitnis, 2007). Customer satisfaction is when the consumer
is delighted with the service delivered by the airline sector that meets the client desires, wants
and expects.

In this research, we examine thoroughly about the several segments of expectations. It is been
observed that it costs five times as much to advertise and convince a new client as to retain
the existing one. They should analyse the current market trends, customer preferences and
should be innovative and flexible. Airline industry should focus on making customers happy
and should allocate finances on providing excellent customer service.

INDIGO AIRLINES India

In India British Airlines is the largest Airlines offering both domestic and International
services and occupies fifth position Worldwide covering 550 destinations. The company
employs 47000 workforce across the World out of which 85 percent of them was based in
India generating an annual income of £7.8 billion. Caleo (2005) believed that “INDIGO
AIRLINES is popular across the World for their premier service and World class facilities,
having been marked in various articles and feedbacks by airlines as well as passengers”.

Many believe that British airlines not only provide State of art facilities to its passengers but
also maximises its efforts in providing excellent service by its personnel who are dedicated
and committed. According to Caleo (2005) British airlines was started as Aircraft Transport
and Travel in 1919 with its voyage from Le Bourget to Honslow in August 1919. After its
alliance with few other airlines it was known as Imperial Airways operating with only
eighteen crafts and two hundred fifty personnel. The INDIGO AIRLINES have progressed
within a century and became major flight carrier in Great Britain (www.Britishairways.com).
The British airlines was very popular not only for offering largest international flights but
also for providing excellent facilities such as extensive leg room for passengers in economy
class cabins, special lounges at par with International standards and excellent onboard
24
catering services maintaining good hygiene. In addition to this, it offers many value added
services for instance, valet services, online checking, travel advice, online personal bookings,
INDIGO AIRLINES had introduced e-ticketing system wherein the passenger may provide
an evidence for personal identification and may check-in without holding the air ticket
physically. Of late, the company has introduced one of the excellent services through online
mechanism, where flights may be altered up to thirty minutes prior to exit time Caleo (2005).
Consequently, all of these excellent complimentary services work mutually with great
customer service department attributed fame and glory to the prominent airlines INDIGO
AIRLINES.

Customer Satisfaction at British Airlines

In India INDIGO AIRLINES Limited are the most popular airlines as it offers World-class
facilities and excellent customer service to its passengers and it’s the most preferred airlines
in India. In the year 2008-2009 British airlines lay down the target to improve consumer
experience, persist to improve business profits by making it cost effective, enhance its
operations and make commercial accountability a major part of the trade. Many business
analysts believed that high fuel costs and the economic slowdown has urged the British
Airlines top management to alter the plans and amend the course of action. Yet, it strived to
make considerable growth against primary objectives, leading to further success. In addition
to this, the galleries lounges at Terminal 5 and 3 had a fabulous reception. They have
received record scores of customer service at Terminal 5 due to their redesigned services
related to luggage and punctuality. The Facilities for premium passengers has been renewed
with the new club world goods in several flights. The INDIGO AIRLINES intend to offer the
excellent connectivity to its passengers across the world. Apart from their long distance
routes from London city to New York JFK and they are planning to widen their network of
flights to Johannesburg, Dubai and Saudi Arabia. The INDIGO AIRLINES is believed to be
the World’s most excellent Airlines in the market and they have a strong base in London as
the Heathrow airport provides world class facilities to both domestic and international
passengers. By improving profitability ancillary services that provide passengers immense
value and strengthen their brand image. Their motive is to develop their mileage business and
increase revenues from outsourced engineering, in-flight sales, and through their company
online website. On their website they have introduced a variety of great value restaurants and
car hire options package with their aircraft.
25
The INDIGO AIRLINES have continued to rise inspire of severe competition in the airline
industry. The airlines had initiated new destinations from London to Hyderabad and St.Kitts
and in the year 2008 they launched open skies and auxiliary flying from Europe to North
America and bought L’avion in the year 2008 and in the year 2009 the first flight from city of
London to New York JFK service was commenced.

Service Quality

In the early 1980s the significance of service quality in goods and services were completely
understood by several companies. The term Service quality is a vital tool in gauging
customer satisfaction. Quality of goods and services may be simply ascertained by customer
on the other hand it is often believed that Service quality is much more complex. According
to Lewis and Booms (1983), Service quality is an evaluation of how good the product or
service offered by the firm matches customer anticipations. Offering excellent service quality
means being conventional to customer expectations on a regular basis. To ensure excellent
customer satisfaction every company should focus on rendering best customer service which
may make the customer contented and cheerful. Therefore many authors believed that the
concept of customer satisfaction if often associated with service quality (Rhoades, 2008). The
word service quality may be cited as the focus on reaching the customer’s desires and needs
and how well the service provided is received by the customers. Berry and Zeithamal (2005)
argued that concept of service quality has been associated to costs, effectiveness, better
customer satisfaction, sustaining existing customers (Parahoo, 206).

The concept of Service Quality has been termed as a tool of customer satisfaction. Customer
happiness is a feeling or mindset of a client towards a particular product or service after it is
been consumed. A satisfied buyer helps in promotion of sales of goods, hence customer
satisfaction acts as an inter-link between several stages of behaviour of prospective clients.
For instance, a customer may repurchase a product if he is more satisfied with that. The brand
or image of an organisation is often improved based on the number of satisfied customers
because a satisfied customer may bring in new customers. Customer satisfaction may be
measured by significant customer perceptions of service quality, fondness and prospects
(Godwin and Petter, 2010). To be precise satisfaction or dissatisfaction is the difference
between how a customer expects to be concerned and how he or she thinks being cared for.
Ayob (2005) states service quality as “the level to which the service, the service procedure
26
and the service establishment can meet the outlook of the user. Some popular definitions
include “suitability to utilize” (Rhoades, 2008), or “one that pleases the customer”
(Kandampully, 2008).

Firm’s produces goods and offer services to its customers such as space storage, distribution,
product insurance, customer service and promotion. A production unit has both tangible and
intangible aspects. Service quality has more intangible factors than produced goods. The term
service quality may be distinctive as the focal point on meeting the customer’s wants and
desires, and how well the service delivered reaches the customers (Anthony, 2005). Service
quality may be stated as customer perception of how better a service reaches or go beyond
their expectations (Godwin and Petter, 2010). The service activities are really critical for the
financial system to function and to improve the quality of our life. The author James
Fitzsimmons defines service as “unpreserved, subtle experience carried out for a customer
performing in the role of co-producer”. Services are often described as ideas and concepts;
goods as products or commodities. Consumers experience physical products such as talcum
powder and leather goods which is different than intangible service such as air travel. Buyers
may physically experience the features of talcum powder and leather products whereas the
services are generally subtle. Services are widely carried out openly for buyers. The study of
Service Quality concept is more complex as it often deals with intangible and consumable
elements. Every firm expect their Motivated and dedicated personnel to make their
consumers happy by offering excellent service. This will result in bringing in new customers.
Hence the need to identify and understand the distinctive nature of services, its function and
impact of its services in our everyday life is very significant.

It is often argued that there exists ten determinants to gauge service quality but author Savitz
(2009) classified these determinants into five. Firstly Reliability, this entails the stability in
performance and fairness. In simple words, it may be described as acting as per the customer
demands and delivering what is promised by the firm, for example, delivering services to the
customer within the stipulated time. Secondly, Responsiveness means optimistic and
enthusiastic personnel in the organisation ready to provide quick and prompt service to
customers. If a passenger has a problem, how the customer service department staffs attend to
his queries and take necessary action and resolve them with the turnaround time. Here in
airline industry the ability to respond well to the customer is assessed. Thirdly Assurance, it
implies that every organisation should try to attract the customer by its brand value/image; on
27
the contrary it should win consumers by its honesty and creditability. Next determinant may
be explained as Empathy meaning being polite, thoughtful and friendly to the clients. Every
firm expects its workforce to give respect to its customers. In service industry especially in
airline sector every company expects its staff to be soft-spoken, polite and courteous. Lastly
Tangibles as it incorporates the proof of the service physically in terms of facilities, outer
appearance of the staff, the tools and machinery used to render the service.

Dimensions of Service Quality

Customer satisfaction is also considered as the perceptions of services obtained by the

customer. When customer expectations are surpassed, the quality of service is rated as
excellent on the other way round then it will be rated as very poor. The bridge between actual
services delivered and expected it can be stated as service quality. According to
(Sureshchandar, 2010) service quality process may be divided into diverse aspects, Firstly,
technological secondly practical or process quality.

Sedatole (2003) believed that there exist three different aspects of service quality which
affect customers awareness which may be studied as mentioned below: Firstly Technical
quality, second one is known as Functional quality and last one is Outcome quality.

Technical quality attributes, firstly the staff should be very much efficient and systems or
procedure should be simple and should provide excellent service to the client as per their
expectations. In airline industry, this aspect plays a vital role as providing safety and
excellent service to all the customers is important as this will be experienced directly and
may be reviewed by the customer. Rhoades (2008) believes that technical quality is a
fundamental but not a suitable provision for higher levels of service quality. Integrative
quality deals with how the various divisions of the service delivery process function
collectively. This is fundamental in airline sector as the passenger ought to have a better
flight practice. The third feature is functional quality which may be determined by the
process in which the service is rendered to the passengers. It may be used to create a cut-
throat edge by concentrating on the personal traits of the service met.
According to (Suresh Chandar, 2010) Service Quality is one of the major factors for any
airlines sector. Providing superior service quality has been accepted as the best well-

28
organized method to make sure that a firm's contributions are exclusively placed in a business
consisted with similar reasonable contributions (Savitz, 2009). As per Narasimhan (2011)
supported firms that carry out a customer focused approach based on quality of service vary
typically from especially those firms that does noting, and it is clear that the previous
organisations are generally more booming. In the airline sector, quality of service is vital as
offering excellent service quality to customers is significant for airlines' existence. Airline
quality of service is the main factor of customer satisfaction, consistency and passenger's
preference of airline (Mazzeo, 2011). In the airline industry, undertaking studies on service
quality is ample (Kandampully, 2008). The importance of different modes of assessing
service quality series from standard service ratings by customers through in-flight reviews to
assess appraisals, market revisions, grievance and feedback monitoring (Russell, 2007).

Determinants of Service Quality

As studying the literature it is been understood that customers exercise similar criteria in
gauging service quality in service industry. These measures falls fewer than 10 key groups
branded as dimensions of service quality: 1.Consistency: It means steadiness in performance
and reliability 2. Approachable: This may be explained as the eagerness and friendly nature
of personnel to offer excellent service. 3. Competencies: Implies term of the requisite skills
and information to carry out the service 4.Convenience: This represents convenience and
affability 5.Consideration: This may be explained as the admiration, politeness, compassion
and sociable nature of staff 6.Transparent: Indicate to communicate with passengers in
language they can easily understand to attract diverse customers 7. Reliability: denotes
integrity and loyalty 8. Safety: means free from risk, danger or threat 9. Know your customer:
It’s an attempt to identify with the needs and desires of the consumers 10. Tangible: It deals
with the physical circumstances and image of the product or service.

29
Customer Satisfaction and Service Quality Measurement in INDIGO AIRLINES

The significance of consumer satisfaction and service quality in airline sector is improving
drastically as it is necessary for its survival in today’s global economy. According to
(Sedatole, 2003) quality of service delivered to the customer by any service oriented
company is understand by the customer is feeling superiority or inferiority. Savitz (2009)
stated that providing excellent quality in the service sector has been accepted as the major
useful means of guarantying that a firm’s contributions are outstandingly placed in market
packed with similar one. Parahoo (2006) also explained that firms should be alerted about the
service quality problems as these can decline the customer reliability by twenty percent.
Grayson (2001) cited that the SERQUAL mechanism highlighted the bottom line of what
service quality actually signifies, i.e. an assessment of service excellence by the end user.

INDIGO AIRLINES is very popular in providing excellent customer satisfaction among the
aviation sector across the World. It is the top rated airlines in India. The Company conducts
annual surveys interviewing about one million passengers every year, collates all the
feedback received and understands and analyses the needs & desires of the consumers and
drafts out action plan accordingly. The business analysts will use this feedback of customer
satisfaction to understand the customer’s requirements and their preferences. After examining
the reports thoroughly it may be understood that there exists a link between excellent
customer service and firm’s fiscal performance and these may be cited as the critical tools in
measuring and improving company’s profits.

30
 CHAPTER-2
RESEARCH METHODOLOGY

31
RESEARCH METHODOLOGY

Research can be defined as systematized effort to gain new knowledge. A research is carried
out by different methodology, which has their own pros and cons.

Research methodology is a way to solve research problem along with the logic behind them.
Thus when we talk of the research methodology we not only take of research method but
also context of our research study and explain why we are using a particular method or
techniques and why we are not using other so that research result are capable of being
evaluated either by the researchers himself or by others.

Research methodology means the method carried out to study the problem . It shows the type
of the sample design used, its size and the procedure used to dew sample. The extent of
precision achieved and the method used for handling any special problem during the course
of the study.

Research methodology has following steps:

Step: 1 To decide the objective of the study.

Step: 2 To frame the research design.

Step: 3 To determine the source of data.

Step: 4 To design data collection form.

Step: 5 To determine sample size and sample design.

Step: 6 To organize and conduct fieldwork.

Step: 7 To process and analyze the collected data.

Step: 8 To prepare the research report.

32
Research design –descriptive

Data sources- primary data and secondary data

Research approach – face to face interview

Research instrument – Questionnaire.

Sampling technique – Random sampling.

Sample size – 100 existing customers

Data Collection

Primary Data:

1) Use of a Questionnaire for carrying out a survey

2) Presentation given by the Advisors

Secondary Data:

1) Books

2) Newspapers

3) Magazines

4) Newsletter

5) Internet

6) Television

7) Booklet

8) Policy Brochures

33
This project is about studying the Airlines Industry which is on the boom. The
introductory part contains the meaning of airlines, its evolution, some, Statistics of
Indian Airlines Industry.

Primary Data: Primary data is that which is collected fresh and thus happen to be original in
character.

Secondary data: Secondary data is any data, which have been gathered earlier for some
other purpose.

Among the above mentioned types of data was used for the study and analysis of the
objective of this project, also the secondary to data proved to be helping hand in framing up
the industry scenario and also the relevant topics in the entire project report.

Reason for selecting primary data:

In terms of primary data structure questionnaire was prepared to interview the professional,
unemployed students, housewives, investment consultant, post office agent and other in Delhi
location. Analysis clearly reflected the views and preference regarding the perception of the
people towards IndiGo Airlines.

There are two types of mode to collect the data:-

 Observation method.
 Survey method.

As for as the data collection method for this project is concerned, designing the data
collection forms or survey forms is applicable to the project. The method selected survey
method.

A survey can be conducted by:-

 Personal interview.
 Telephonic interview.

34
35
 Chapter-3

DATA ANALYSIS

AND

INTERPRETATION

36
 Data Analysis

QUES 1. Which is your preferred class?

Business
class = 45%
Economy class
= 55%

Interpretation

According to the survey 55 people out of every 100 prefer economy class when they
travel where as only 45% people travel in business class.

So, the pie-chart shows that the Indigo Airlines has proved it’s’ brand name because
the result favored the business class as well as the economy class.

37
QUES 2 What do you prefer when it comes to choosing an airline?

70%
60%
Punctuality
50% Fare
40% Comfort

30% Food

20% Interior
Availability
10%
0%

Interpretation

As the graph shows whenever a customer chooses an air-service, he wants some of the things
in the airlines. Those are punctuality or right scheduling, fare of the service, comforts, food,
interior, availability of the flight. According to the survey 60% people prefer the punctuality
in the airline industry where as fare, comfort, food, interior and availability of flight are
preferred by 40%, 30%, 20%, 10% and 10% people respectively.

The analysis shows the first preference of customers is the punctuality or the appropriate time
scheduling.

38
QUES 3 What ground services should an airline company provide?

70%

60%

50%
Baggage
40%
Checking
Assistance
30%
Security

20%

10%

0%

Interpretation

When it comes to ground services there are mainly four types of ground services can be
provided i.e. baggage, checking, assistance and security. The ratio for these ground services
preferred by people is 6:4:3:2 respectively

39
QUES 4 What additional facilities you look for:

35%

30%
Drinks
25%
Internet
20%
Music and
15%
Movies
10%
Others
5%

0%

Interpretation

According to the survey 25% people look for drinking facilities in the air-visit, 33% want
internet services whereas 27% people love to entertain themselves with music and movies
during the traveling and the rest people want some other services

40
QUES 5 What type of medical assistance you look for?

45%
40%
35%
30% Pregnancy care
25% Heart care
20% Child care
15% Others
10%
5%
0%

Interpretation

Medical Assistance regarding Pregnant ladies, heart patients, child below the age of ten and
other diseases like nausea, migraine etc is also required by the service users 3:4:2.5:0.5
respectively.

41
QUES 6 Which of the following would you prefer to fly with and why?

70
60
50 Indigo =
31.20%
40
Others =
30 68.80%

20
10 Oth
0 Ind

Interpretation

According to the survey and market ratios available in the different knowledge sources, it is
known that overall 31.20% people travels in only Indigo Airlines and the rest of all i.e.
68.80%, they travel in other airlines like Indian airlines, Kingfisher, Air Deccan, Air Sahara,
Spice jet, Go Air, Paramount Airways and others. The figure shows that Indigo Airlines is the
number one air service in India.

As the result shows it has been proved that Indigo Airlines are leading the aviation industry.

42
QUES 7 Evaluate Indigo Airlines on the basis of:

Service

Cost

Quality

Safety and
security

0 10 20 30 40 50 60 70

Interpretation

When they people were asked how they compare or evaluate Indigo Airlines with other air
service providers in India, 45% people say Indigo Airlines provides best services among the
all, 20% people say Indigo Airlines is the most cost effective airline, 65% people say that
when it comes to quality Indigo Airlines is the best and among the all people, surveyed, say
that Indigo Airlines is the most safe and secured airline.

43
QUES 8 How would you rate Indigo Airlines when it comes to

a) Ground services offered (baggage clearance, assistance, inquiry, etc?)

b) Space available in the craft:
c) Entertainment on the craft:
d) Cabin crew on board:
e) Food served on the flight:
f) Medical facilities available on board:
g) Facilities during transit?
h) Connectivity?
i) Ambia

Probably the best =

15%

Towards the best =

35%
Average = 30%
Towards the worst =
15%
Probably the worst =
5%

Interpretation

When in the survey it was asked how they see Indigo Airlines in terms to different services,
written above, they measured Jet as –

 Overall 50% people say that either Indigo Airlines provides the best services or it is
going towards the best.
 30% people say that the services of Indigo Airlines are average.
 Only 20% people say that a Jet airway is not providing quality services and they should
try more hard to serve their customers.

44
QUES 9 Have u availed the different schemes and packages offered by Indigo Airlines
from time to time?

Yes = 15%
No = 85%

Interpretation

When the people were asked whether they are timely know the different schemes and
packages offered by Indigo Airlines, it was a very surprising fact that 85% people answered
negatively and only 15% people said “YES”.

45
QUES 10 Do you find the scheduling of flights convenient when it comes to Indigo
Airlines?

Yes
No

Interpretation

As it is known that in punctuality and scheduling Jet has its own reputation in the market and
the survey supported this fact. When the people were asked whether they are satisfied with
the scheduling of flights of Indigo Airlines, near about 73% people answered in “Yes” and
only 27% people could say “No”.

46
 CHAPTER-4
FINDINGS AND
LIMITATIONS

47
The Following Findings are :-

 The survey showed that 30% of the people who were surveyed strongly agree to the
option that Indigo Airlines possess relevant resources to sell out their products that is
construction of housing societies and complexes to the relevant customers

 Relatively new company in the market and having high competition, the respondents
agreed to a certain level that the easy availability and quality of the construction is the
main and leading beat selling point.

 Being a real estate firm it is very important for the company to set their preferences in
regard to target audience.

 The use of internet to advertise and market the product so as to grow public relations
with more and more customers which in turn will be a great help increasing the
turnover of the company.

 Marketing and proper advertisement will also make the customers aware and will
provide them with the knowledge.

48
The Following Limitations are:-

 The data could be gathered from secondary source thus any error in the
information would have also got replicated in this report.
 As the data was gathered from the secondary sources, the validity of the data
could not be tested.
 Time constraint was the major limitation faced by the researcher.
 Another problem was knowledge constraint and this report was an attempt to
gather as much of relevant data as possible.
 Another constraint was the lack of information regarding proper route map by the
organization due to which it could not be included in the project report.

However, every effort is made to ensure that these do not in any way adversely affect the
results of the study and inject an element of objecting in the report.

49
 CHAPTER-5

SUGGESTIONS
AND
RECOMMENDATIONS

50
CONCLUSIONS

After doing a study of this project representing on Indigo Airlines, I have come to a
conclusion that Indigo Airlines is one of the largest and most widespread airlines of the
country providing its services not only in India as well as outside India also. It has alliance
with many other airlines in this sector.

Indigo Airlines offers world class services to the customer at a nominal rate. The national
carrier takes immense pride in having successfully played a pivotal role in making various
facets of India popular with the people of the world and acting as the country’s cultural
ambassador. The airline uses the services of one of the advanced plans been operated in the
world.

To sum up I would like to say that Indigo Airlines is serving its customer in an appreciated
way and going to be in the list of best services providers in coming years.

51
RECOMMENDATIONS

 In this extremely competitive environment suggestions are extreme

importance. Indigo Airlines with rich Human Resource should look forward to
such suggestion and reward individual whose suggestion were actually
beneficial for the organization

 Indigo Airlines can introduce Late bird / Night bird flights between metros

 Indigo Airlines should schedule more number of flights to and from station
like Delhi, Mumbai, Chennai, Kolkata, Bangalore as these sectors account for
high payload

 Indigo Airlines needs to undertake aggressive Marketing

 Indigo Airlines should undertake customers satisfaction survey

 Indigo Airlines should make provisions to add up more financial benefits for
its passenger

 Flight status should be made available through SMS

 New approaches should be identified and rewarded so that it serves as

example for others.

52
 CHAPTER-6
BIBLIOGRAPHY

53
Books

 Kothari, C.R. Research Methodology, 3 rd edition, 1997, Vikas Publishing House Pvt.
Ltd., New Delhi.
 Kotler, Philip Marketing Management, 13th edition, 2009, Dorling Kindersley (India)
Pvt. Ltd., South Asia.
 Varshney & Gupta; Marketing Management, Sultan Chand & Sons, 2005.
 Gupta, S.L., Marketing Research, Excel Books, 2004.
 Kotler & Armstrong; Principles of Marketing Management, Prentice hall India, 2003.
 Aaker; Marketing Research, John Willey & Sons, 2001.

Newspapers

 Times of India, 04/05/09, New Delhi

 Times of India, 06/06/09, New Delhi

Websites

1. www.indigo.com

2. www.google.co.in

3. www.wikipedia.com

4. www.iloveindia.com

5. www.coolavenue.com

6. www.airtravel.about.com

7. www.businesswireindia.com

8. www.thebusinessedition.com

9. www.findarticles.com

54
10. www.mapsofindia.com

CHAPTER-7
ANNEXURES

55
 QUESTIONNAIRE
Name of Customer ……………………………………………………………

Address…………………………………………………………………….……

Age……….…….Sex………..………Contact no………………………………

Question 1) What is the liking of people towards Indigo Airlines ?

Answer a) Y-yes

b) n- no

c) c- can’t say

Question 2) Response of people about Indigo Airlines?

Answer a) y-yes

b) n-no

c) c-can’t say

Question 3) Response of people that INDIGO AIRLINES will give a healthy

competition to other companies?

Answer a) y- yes

b) n- no

c) c- can’t say

Question 4) Response of people that Indigo Airlines will bring a revolution in the
aviation industry?

Answer a) y-yes

b) n-no

c) c- can’t say

56
Question 5) Factors why people like Indigo Airlines ?

Answer a) Affordability

b) Service

c) Comfort

d) Reputation

Question 6) Proportion of people who will shift to Indigo Airlines ?

Answer a) Y-yes

b) n-no

c) c-can’t say

Question 7) Why would people prefer Indigo Airlines as their sport?

Answer a) comfort

b) safety

c) reputation

d) other reasons

Question 8) Response about Indigo Airlines?

Answer a) very good

b) good

57
58