The Relationship of the Marketing Mix, Brand Image, and Consumer Behavior of the Low-Cost Airlines Service
This research aimed to investigate the relationship
between attitude towards marketing mix, brand image and consumer
behavior of the passengers of low-cost airlines service. This study
employed by quantitative research and the questionnaire was used to
collect the data from 400 sampled of the passengers who have ever
used the low-cost airline services based in Bangkok, Thailand. The
descriptive statistics and Pearson’s correlation analysis were used to
analyze data. The research results revealed that the attitude of the marketing mix
of the low-cost airline services including product, price, place,
promotion and process had related to the consumer behavior on the
aspects of duration of service and frequency of service. While, the
brand image of the low cost airline including the characteristics of
organization, service quality and company identity had related to the
consumer behavior on duration of service, frequency of service and
cost of service at the significant statistically acceptable levels.
[1] Ministry of Transport, Thailand, “Low-cost Airline: Domestic budget
flight, Exclusive Deal,”
http://www.dip.mot.go.th/dbdweb_en/ewt_dl_link.php?nid=3925&filena
me=index, 2014.
[2] Nok Airlines, “We fly smiles,” http://nokair.com/content/en/about-nokair/
our-company.aspx.
[3] P. Kotler, “Marketing Management”. 10th ed. New Jersey : Prentice –
Hall, Inc. 2000.
[4] J. F. Engel, “Consumer Behavior,” 8th ed. New York : The Dryden
Press. Fort Worth : The Dryden Press, Inc. 1995.
[5] S.Harrison, “Public Relations an Introduction,” Biddles Ltd, Guidford
and King’s Lynn.1995.
[6] P. Kotler, “Marketing management : analysis, planning, implementation
and control,” 9th ed. New Jersey: A Simon and Schuster Company.
1997.
[7] L. G. Schiffman, L. L. Kanuk, “Consumer behavior,” 5th ed. Englewood
Cliffs, N.J.: Prentice-Hall. 1994.
[1] Ministry of Transport, Thailand, “Low-cost Airline: Domestic budget
flight, Exclusive Deal,”
http://www.dip.mot.go.th/dbdweb_en/ewt_dl_link.php?nid=3925&filena
me=index, 2014.
[2] Nok Airlines, “We fly smiles,” http://nokair.com/content/en/about-nokair/
our-company.aspx.
[3] P. Kotler, “Marketing Management”. 10th ed. New Jersey : Prentice –
Hall, Inc. 2000.
[4] J. F. Engel, “Consumer Behavior,” 8th ed. New York : The Dryden
Press. Fort Worth : The Dryden Press, Inc. 1995.
[5] S.Harrison, “Public Relations an Introduction,” Biddles Ltd, Guidford
and King’s Lynn.1995.
[6] P. Kotler, “Marketing management : analysis, planning, implementation
and control,” 9th ed. New Jersey: A Simon and Schuster Company.
1997.
[7] L. G. Schiffman, L. L. Kanuk, “Consumer behavior,” 5th ed. Englewood
Cliffs, N.J.: Prentice-Hall. 1994.
@article{"International Journal of Business, Human and Social Sciences:71536", author = "Bundit Pungnirund", title = "The Relationship of the Marketing Mix, Brand Image, and Consumer Behavior of the Low-Cost Airlines Service", abstract = "This research aimed to investigate the relationship
between attitude towards marketing mix, brand image and consumer
behavior of the passengers of low-cost airlines service. This study
employed by quantitative research and the questionnaire was used to
collect the data from 400 sampled of the passengers who have ever
used the low-cost airline services based in Bangkok, Thailand. The
descriptive statistics and Pearson’s correlation analysis were used to
analyze data. The research results revealed that the attitude of the marketing mix
of the low-cost airline services including product, price, place,
promotion and process had related to the consumer behavior on the
aspects of duration of service and frequency of service. While, the
brand image of the low cost airline including the characteristics of
organization, service quality and company identity had related to the
consumer behavior on duration of service, frequency of service and
cost of service at the significant statistically acceptable levels.", keywords = "Brand image, consumer behavior, low-cost airlines,
marketing mix.", volume = "9", number = "12", pages = "4180-5", }