Case Research Of Emirates Airlines Consumer Behavior Marketing Essay

Emirates Airline group has started its 1st routes out of Dubai with only two airplane in 1985 by the Govt. of Dubai and it was supported by the inventor of Germania (German Flight). Emirates air travel had began their procedures from Dubai. These days the industry is measured to be a subsidiary with the Emirates Categories which is headquartered in Dubai, UAE. The group offers diverse recognitions and in 2007 Emirates was observed to be the eight-largest air travel in the international market in terms of intercontinental people being accepted and also renowned to be the fifth-largest in the global market in accord with the designed international passenger-kilometres flew. Emirates group is also famous for being one of the only five airline industries that performs in the full total wide-body aircraft sense. Emirates have made consistent extensive announcements with allusion to the future projection of its existing state-of-the-art fleet.

Emirates Airlines is one of top six airlines in the world to have a 5-star ranking from Skytrax, along with Singapore Airlines, Eithad Airways, Emirates Airlines, Qantas Airways, English Airways, Cathay Pacific. Emirates functions more than 700 each week flights to over 100 places in 60 countries across the world with ongoing enlargement, flights departs from Dubai to six continents with international requirements of services. In 2009 2009, Emirates Airlines transported practically 40 percent of all the flight activities in and out of the Dubai AIRPORT TERMINAL, and we wish to take the forex market talk about to 70 percent by 2010 without any compromise on quality and repute.

Emirates First Class

The International Emirates Airlines First Class has their own safe paradise in spacious personal suites, each capable of with an electrically operated sliding door, a person mini-bar, changeable ambient lighting, and its particular clothing, mirror and vanity desk.

All the seats have a built-in massage system, with modifiable pace and durability. Our Emirates A380 and B777 crew will refurbish your seats to a fully flat foundation with a mattress, so you can reach at their destination comfortable and rejuvenated. Each collection in the A380 and B777 has a 23" tv display screen, allows their customer to check out over 1, 200 on-demand video recording and audio programs of our award winning glaciers Digital Widescreen. Entertainment system including Hollywood and Bollywood videos along with other Arabic films as well and live stations as well. The isolation partition separating the adjacent suites in the centre string can be lowered, allowing the clients to share the knowledge with their trip associated person.

Dine-on-demand serving of food service, allows the customer to order from our a la carte menu any time they need. Making their knowledge of the Emirates A380 and B777 really exceptional, they'll be treated to the wonderful service from our prize winning multilingual team users from over 100 countries.

Emirates has launched an extremely high class onboard shower Spawhich in the history of aviation, is the very first time one can provide an revitalizing bathtub at 43, 000 feet. Which is located on the upper deck of the Emirates Aircrafts and there are two elegantly designed onboard Showers for our 1st School customers. Which bring all customers at their locations refreshed and revived.

The service on board the Emirates HIGH GRADE cabins include a social area consist of a full-fledged pub staffed with a bartender, a break-out seating area just local fitted with two couches and bar stools, a full-fledged chef up to speed the aircraft and any-time eating. A turn-down service includes the restoration of the seat into a fully-flat foundation and an air-hostess making the foundation when the passenger is ready to sleeping. Emirates provide this type of a whole new aspect of luxurious flights to their customers with an outstanding service.

Emirates HIGH GRADE attributes mood lighting on the Airbus A330-B777 with light plans correspondent to enough time of day and airfare situation.

Impact of Exterior Influences

In this era of rivalry, indulgent the buyer is vital for marketers. Consumer wishes and personal preferences are constantly varying, given the changes in factors like their demographics and lifestyles. These changes may bring great work at home opportunities for attentive marketers and threats for marketers who fail to become accustomed. Consumers obtain, devour, consume and dispose off the products and services created by organizations. They went through a number of cognitive and behavioural procedures whilst making their acquisitions and spending decisions. The knowing of how they make a decision using one brand as a substitute of another and what factors effect their decision-making so critical for marketers, not only to provide to the prevailing needs of these consumers but also to prepare for his or her future needs as well. These details is also vital to make a variety of business decisions associated with product development, presentation, pricing, distribution, offers, communication, etc.

Consumer Behaviour really helps to comprehend the internal variables like desire, personality, conception, learning, and frame of mind, and external parameters like reference groupings, family, social class, and, culture, and their impact on consumer decision-making process.

Consumers are confronted with many external affects, including a person's culture, subculture, household structure, and categories that he associates with. Marketers and companies call these exterior influences because the foundation of the affect comes from outside the person somewhat than from inside (which would be interior, or psychological, influences). You also could refer to them as socio cultural affects, because they develop from the formal and informal relationships, the average person has with other folks.

Clearly ours air travel Emirate's FIRST Class can be an luxury portion service which organizes to the needs of top quality executives who wish to fly with their destinations not only the normal business category but want an experience which is even more luxurious than the business class. We set up to their needs in the simplest way possible.

We more than just a airline, we variety one of the most luxurious & coziest services available, we have been just 1 of the only 6 airlines on the globe which like a 5 star score by SKYTRAX.

But still we've consistently under-performed from our capacity and are running into losses constantly into deficits from last 24 months.

This is a serious issue which needs a timely security to counter the increasing red lines on the balance sheet.

Consumer behaviour can provide an understanding of the challenge by applying the many theories to the issue. As ours is a service provider company, consumer behavior becomes completely more important as you can get a great deal of conclusions simply by studying the psychology of the customers and the fantastic problems can be countered in a effective way.

Behaviour of any customer comes from by quite simply two factors:-

External Factors 2. Internal Factors

Though the internal factors are totally in control of a person and are hard to regulate, but still they can be managed by looking after the exterior factors which themselves directly have an impact on the consumers buying decisions.

So that`s why we need to have a close go through the External Factors that impact consumer behaviour

In the section below:-

Global & National culture:-


The definition of culture offered in one textbook is "That sophisticated whole which include knowledge, belief, art work, morals, custom, and any other capabilities and practices attained by man person as an associate of world. "

According to the above mentioned definition we will discuss culture in different ways.

The group of basic values perceptions, wants, and behaviours discovered by a member of world from family and other important corporations. Culture is the standard cause of a person's wants and behavior. Every group or modern culture has a culture, and cultural influences on buying behaviour may vary greatly from country to country.

Sub Culture :-

A group of men and women with distributed value systems predicated on common life encounters and situations.

Each culture has smaller sub cultures a group of individuals with shared value system predicated on common life activities and situations. Sub culture includes nationalities, religions, racial group and geographic areas. Many sub culture constitute important market sections and marketers often design products.

Culture is a challenging concern for many marketers since it is intrinsically imprecise and frequently difficult to understand. One may violate the ethnical norms of another country without being prepared of this, and people from different cultures may feel uncomfortable in one another existence without knowing why?

So we can recognize that how this factor can play an important role in attracting customers if offer with efficiently.

For this our company has already ready by offering 5 superstar services which is acknowledged by the SKYTRAX agency and this may become our USP if advertised wisely. As our Emirates First Class is an elite course service so we have to make especially according to the routes on which it manages like Dubai-London trip can keep themselves up to the client expectation by upgrading their trip services according to the demographics of the passengers travelling.

We`ll have to serve to the needs & targets of the individuals who participate in the different nationalities like mix of different nationals by maintaining the standards this is done by firmly taking factor of the cross cultural factors under consideration and have to check on all the options which bring these differences clear from the business perspective.

Family & Home Influences:-

A major factor that influences one`s choice of the assistance is his family & home income. These factors can include the perception in regards to a service which may be same for the whole family & the entire may think of something as compliant to their requirements & representing family position or not.

This also makes a chance as though one influencing relation is persuaded about the service then entire family could become a person.

So a lot of prospective is based on this factor if purpose professionally

For this we may promote our service by:-

Being a sponsored at charity incidents as higher class folks have a good attendance at such situations.

We can take events of large show-buzz as that will assist a lot to promote the service.

Like we must sponsor or put our big involvement in the International Sports and Cricket matches and Emirates be the state airline of the main events on earth. This will generate a great buzz in the modern culture and at the same time an example of the service can get to plausible customers.

Opinion leaders:-

Opinion leaders are person who can be of great help as they lead a great deal of individuals, and their fans either practices them blindly or they affect their followers decision to that extent that the likelihood of the follower consuming that product becomes very high. So if we can ensnare these thoughts and opinions leaders we a gain a lot on consumer foundation.

So we can achieve this by requesting review of critics of lifestyle magazines that are read by upper-upper category this can have an impact on decision of any lot of enthusiasts.

We may add to this in so doing that some top level professionals of some companies can also be asked to visit as their peer group can be damaged by this.

Reference Group:-

As for as guide group can be involved, these are the people with one will come in contact on the basis of his/her connections in lifestyle. This connection may be on a regular basis like viz. Family, work group, good friend group, etc. OR on a less regular basis like shopping group, virtual group, consumer action group, etc.

A great deal of customer foundation can be gained if dealt with guide group properly since person comes in contact with persons from various areas of life in his/her research group & his decision making is determined by this reference communities.

Like on is most affected by family & friend group & often if someone in these group appreciates the service the buying decision can absolutely swing action in favour

To get this as talked before event sponsorship & some personal occasions can be of great help, as well as doing corporate dealing with companies can be of great help as this may start the buzz in the corporate circle and help have the support of these reference groups.

Income & Community Groups:-

Income group are not of much concern as this is a service in luxury class & one who can afford it will definitely not provide a much thought to the price then & so not much to consider in this section.

Almost every population has some form of social structure; sociable classes are society's relatively permanent and purchased divisions whose customers share similar values, interests and behavior. Sociable group are of matter absolutely as these are normally inherited & influences a lot how you will distinguish the product & this sociable category also becomes the guide group & a product's opportunity to get a boost from word of mouth publicity increases. Put into that are some features just like a whole class may give choice to a certain product within the other & this is of great benefits.

To attain these same high world events can be considered a good location to promote, at the same time if we can pick up some personal functions of top quality population people will also help.

Task 2



Emirates Airlines is Dubai leading luxury airlines. Emirates airlines are expected to provide customers luxury and comfort as each aircraft meets the sophisticated and global complex standards so that you can feel like a ruler of memories, travelling in air for having an experience of life time. The extremely high appealing characteristics of Emirates Airlines that has made it a world-class flight are its peaceful and stunning atmosphere with very comfortable seats. Further to include on is its airfare entertainment system and its own thrilling and vibrantly dressed, professionally trained, multilingual personnel and incredibly friendly team, the comfortable seating, regularity of flights and the entire extra quality service makes the Emirates Airlines most accepted and appealing in all over the world.

In a short period of your energy Emirates Flight has engraved a location for itself. The flight offers lots of unique services to its customers. These include: personal valet at the airport to assist in baggage handling and boarding, accompanied with refreshments and music at the airport, music and video on-demand, with extra-wide individualized monitors in the plane and three-course premium cuisine.

Emirates has achieved A 5 Celebrity status acknowledgment, which means that Emirates Airways gets the highest standard of product after going right through several stern quality evaluations categories. Fly Emirates provides high prices of service in on-board and airport surroundings. Skytrax also recognizes Emirates Airways to be at the most crucial position for product and service innovation. This honour makes Emirates Airways one of only 6 airlines in the complete world to truly have a 5 star score, so fly with Emirates and revel in the relieve.

Thus Emirates airline offers luxurious services that having a variety of qualities that brings more benefits to the customers. They may have very small size marketplace and they are seeking to grape it. They normally use bolt from the blue and pleasure setting strategies.

In TV commercial, it is clear that Emirates airline developed the slogan "keep obtaining memories". It reflects that qualities and customer benefits clear in the mind of customers. They were tried to reflect luxuries, comfort and relaxation benefits of customers. Emirates HIGH GRADE is the luxurious make of Emirates flight. They came up with the ideal of touching charm in the industry that truly show capabilities of flight and customer benefits.



Emirates Air travel frequently uses superiority characteristics to put their brands. A proven way they certainly it is with ads that indicate the image of high-quality brands where cost, without inappropriate, is considered secondary to the quality benefits imitative from using the brand.

They have completely very well organized marketing strategy effectively accomplished. Today, mid-air tourists not only want to visit faster but also be entertained. Lately, there are two actions considered by the Emirates airline for the enhancement of their visitor easiness. The first one is the introduction of the online check in, so a customer doesn't have to wait for long to boarding in a queue, 24 hours before coming to airport which saves whole lot of their time as well as trouble for his or her valuable customer. Second an example may be that at the airport, they create a going agent. Relatively waiting around at the check-in counter to assemble their boarding move, travellers can immediately come near the security check-in counters. Deployed beyond your security check-in area will be airline's going Agent, who will reach out to guests and check them in by using a mobile digital device and computer printer.

The quality provided by Emirates is ranked high among all airlines in Dubai. That was the main reason so it covers the marketplace very quickly.

In just over few years, after entered in to the Airline market, Emirates Airlines has achieved a market show of 40% and has one of the very most antagonistic growth plans for the approaching years and emphasis to get the 70% talk about of the air industry market.

Therefore Emirates First Class must be produce the new setting strategies like placing by quality. It cannot come up with price positioning because it handles luxury class. But they can raise the quality in the services with insignificant increment in fares.

For this our company has already ready by offering 5 celebrity services which is accredited by the SKYTRAX agency and this may become our USP if marketed intelligently. As our Emirates HIGH GRADE is reduced class service so we require customizing in line with the routes on which it functions like Dubai-London flight can keep their expectations up to the client anticipation by progress in their journey services based on the demographics of the individuals travelling.

We'll have to provide according to the needs & prospects of the people who belong to the different nationalities like mix of different nationals by marinating the worth this is done by taking contemplation of the mix cultural factors into consideration.

In this strategy our most significant give attention to the personalized services enhancement in term of quality relating to customers.

We will come up with the slogan "fly your own style". It easy reflects offered personal services to customers.


An additional way is to connect an explicit image or position for a brandname is to correlate it with a particular use or application.

In today's competitive business environment, the strain on production, cost and efficiency are higher than in the past. Emirates First Class gives you special travel solutions. Fly at the own ease everywhere, anytime and decide who flies with you in the extreme comfort, safety and privacy. Whether it is business or leisure, pick from our selection of business jets and Euro copters and you are secure of the very most superb service complimented with the premier safety standards, allowing you to arrive at your destination stress-free and refreshed.

Key features*

A personal collection with close lavatory and shower

Personal & prudent service including VIP, diplomatic and the top of the state flights

Qualified & experienced and supportive professional crew

Traditionally planned luxurious interiors

Modified service to meet the customer requirements -ultimate flexibility

Highly modern technology to meet up with the business needs of the customers in a discussion room

Separate portions for guests and staff

To maintain each one of these characteristics at a higher brand recall ideals we will unveiling our advertising campaign with a central tagline of

"Paradise onboard; Fly with Pegasus"


We will focus on the service that we will make available to the clients which in spite of being truly a 5 star rated can gain on customer platform by focussed on the demographics of people boarding on the road and then customizing our services.

We will come up with the slogan Paradise onboard; Fly with Pegasus: "Fly your own Style". It straightforward reflects offered customized services to customers.


Frequently the competition for a specific product originates from outside the product class. For instance, luxury airlines compete with other economy airlines.

In this type of placement strategy, the business will come up with the style of influencing the client to use airline services. The company is totally focusing on market of high section category customers. For these focus on customers, price factor is no problem. They normally influences by position.

The Emirates HIGH GRADE provides customers a high class position in society. To control new customers, the company tries to add name of the client with luxurious aircrafts. That's why Emirates Airlines currently operates with a whole new fleet of Airbuses and new aircrafts. Emirates is going to develop their fleet with the access of 15 new aircrafts, 4 Airbuses A380s and 11 Boeing 777s in 2010 2010. In addition to this Emirates has a plan to bring more 146 aircrafts in pipeline, 50 more Airbuses A380s, 21 Boeing 777s, 5 Boeing 747s and 70 Airbuses A350 XWBs plus 50 more options on the way. Also Emirates having amount of awards that induce it strong brand value in the market.

The company must be offering its brand image on the market by new setting strategy by product school.

We can come up with the slogan

Paradise onboard; Fly with Pegasus: "because course can't be compromised".


Competitors might be as important to setting strategy as a firm's own product or services. Nowadays, a successful setting strategy for something or brand may give attention to explicit opponents.

The biggest rivals, throughout the world are

Singapore Airline

British Airline

Etihad Airline

Qantas Airline

Lufthansa Air travel etc

For this kind of positioning, the company can be focused on Dubai attractions for their business and catch the attention of the customers across the globe to emphasise on the service and quality. Emirates should have to concentrate on the high-class customers which have their own businesses. For example the majority of the restaurants and hotel companies are concentrate in this strategy for emotional appeal towards nationality, like Arabic Foods Restaurants, Italian restaurants, Asian food chains etc.

The other strategy could be that the business can tie-up with international hotels and resorts because most of the hotels provide flight services as their services to customers. The business must give prominence on that. It could get our practical clients.

We can come up with the slogan

Paradise onboard; Fly with Pegasus: "because class can not be compromise with the couple of wings".

Task 3

Critical Reflective Writing

From this job, it has been a enormous learning experience. I have learned a great deal about, a variety of this which will vary from theory but nonetheless the goal of the ideas learnt in the classrooms. The project has helped too much to come across the true brainstorming development which requires us to think a lot to use our space to market our product and the constraints of the brand placement, resources available at your set out, etc just enhance the problems.

But still it's been a great satisfaction to focus on the project and has favorably helped us to brush our skills in neuro-scientific marketing.

The trouble of utilizing the perception of consumer behaviour was a genuine hard-hitting assignment given. You have the constraint of luxurious services where you have to keep an eye on the base lines that you not even by mistake make the product feasible to everyone or even market it as one as then you will loose the customers who take satisfaction in the position of the service provided. So you will have to keep your sight open to it.

Then there was a good constraint of placing ways of be followed under the the insurance plan of positioning by price & quality to be implemented in cases like this.

Also the restriction of resources was a great source of learning as this helps us learn that how in real life; the plans are always governed by the limitation of resources and definite intrinsic liabilities & constraints connected with the merchandise itself.

Generally this has been a great learning experience, has helped a whole lot by providing us a nagging windowpane in to the real commercial world & the true life problems encountered by the marketing folks relaxing behind the cup walls of the corporate offices.


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