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Chapter VI - Findings

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6.1 Findings I

Statistical tools are applied in analyzing and exploring more findings related to the study. Hence using

tools such as Percentage analysis, Z test, ANOVA, Chi square, Multiple Regression and Correspondence

analysis, various findings of the study are comprehended as follows:-

6.1.2 Demographic Classification

Regarding gender wise classification of respondents’ majority of 71% respondents are male.

Based on the age wise classification of the study, near about 42.3% of the respondents belongs to

the age group of 36-45 years.

The classifications of respondents based on occupation, near about 42.3% are employed in public or

private companies whereas the rest are business owners and professionals.

Regarding the classification of respondents’ based on their frequent of travel in airline, majority of

about 39.2% travel once in six months.

6.1.3 Brand Awareness

Z Test

With regard to the awareness level of the respondents among various airline brands, there is

significance difference between male and female. The female have more awareness on Air India and Jet

Airways. Regarding Kingfisher Airlines the awareness level does not differ among male and female.

ANOVA

Regarding brand awareness or salience, Kingfisher airlines remains static among the respondents’

opinion irrespective of gender, age and occupation and frequent of travel. For Jet Airways, majority of

female, respondents who are 26 to 35 and more than 45 years of age, those who own business and

whose frequent of travel is every week, fortnightly and once in a month, has got more awareness.

Regarding Air India, again majority of female are aware of, regarding age group, occupation and

frequent of travel there is significant difference in the opinion of the respondents.


6.1.4 Brand Performance

6.1.4.1 Gender & Brand Performance

It is found that, there is significant difference between male and female in their opinion on brand

performance. It is also inferred that, Air India has more significant difference between male and female

in their opinion with regard to brand performance. The male respondents rated above the average for

services aspects of brand performance. Jet Airways is rated high for the overall performance when

comparing with the other two brands.

6.1.4.2 Age & Brand Performance

It is revealed from the study that, age and brand performance it is inferred that, the opinion of the

respondents on an average remains same in case of Jet Airways and Kingfisher Airlines, whereas it

differs between age groups with regard to the brand performance of Air India. Major significant

difference is between less than 25 years of age and 36 to 45 years age.

6.1.4.3 Occupation & Brand Performance

It is found that, regarding occupation and opinion on brand features towards performance, it is

identified that respondents who are employed in Pvt/ Public companies significantly differ with business

people and professionals with regard to their opinion on Air India and Jet Airways. Regarding

occupation and opinion on brand services towards performance, it is inferred that respondents who are

employed, significantly differs with those who own business and professionals with regard to Air India.

Hence, regarding brand features and services employed category of the respondents differs with

those who own business and professionals for Air India. In case of Jet Airways and Kingfisher Airlines

the difference is for the features and overall performance respectively.

6.1.4.4 Frequency of Travel & Brand Performance

It is revealed from the study that, there is significant difference between frequency of travel of the

respondents for Jet Airways and Kingfisher Airlines in the cases of features and overall performance of


the brand. Regarding services of Air India there is significant difference. The difference is major among

those who travel once in and month and six months. For Jet Airways and Kingfisher Airlines the

significant difference is smaller.

6.1.5 Brand Imaginary

6.1.5.1 Gender, Age & Brand Imaginary

It is found that, there is no significant difference among male and female in their opinion with regard

to brand imaginary aspect of different airlines. It is observed that the difference in the age group

remains same for Jet Airways and Kingfisher Airlines, whereas there is difference in the significant value.

It is inferred that there is significant difference among age group of respondents who are less that 25

years with that of all the other groups for Jet Airways. The significant difference is also found with

regard to Kingfisher Airlines.

6.1.5.2 Occupation & Brand Image

Regarding occupation and factors on brand image, it is found that respondents who are

professionals, significantly differs in their opinion with that of employed respondents in case of Air India.

For Jet Airways, Professionals significantly differ with that of business holders. For Kingfisher airlines,

professionals significantly differ with those who own business and with the employed respondents.

Regarding occupation and brand association on image, it is interpreted that respondents who are

professionals, significantly differs in their opinion with that of business owners in case of Air India. For

Jet Airways, Professionals significantly differ with the other two groups. It is understood that,

professionals significantly differs with all the airline brands with regard to factors and association of

brand image.

6.1.5.3 Frequent of Travel & Brand Image

Related with frequency and that of factors of brand image, it is identified that respondents who

travels fortnightly differs with those who travels once in a month and once in six months for Air India.

For Jet Airways and Kingfisher Airlines, there is significant difference with all the levels of frequency of

travel. The significant difference for Kingfisher Airlines is comparatively high. Hence regarding the brand


image factor and association it is found that all the levels of frequency of travel significantly differ with

all the three airline brands.

6.1.6 Customer Judgment

6.1.6.1 , Age & Customer Judgment

It is inferred that, the opinion of male significantly differ with that of female in their opinion on brand

judgment with regard to Jet Airways and Kingfisher Airlines. In knowing about the relationship of Age Vs

Customer judgment, it is inferred that, respondents belongs to less than 25 years of age significantly

differ with the opinion of 36-45 and more than 45 years of age for Jet Airways. There is no significant

difference for the other two brands.

6.1.6.3 Occupation & Customer Judgment

Occupation Vs Customer Judgment, those respondents who are professionals, significantly differs in

their opinion with that of business owners and with employed respondents in case of Jet Airways. In

case of Kingfisher Airlines, there is significant difference among all the three groups of occupation.

6.1.6.4 Frequency of Travel & Customer Judgment

Frequency of travel Vs Customer Judgment, it is identified that respondents who travels rarely

significantly differ with all other groups of travel for Jet Airways. For Kingfisher Airlines, those who

travel every week significantly differ with those who travel once in a month and on rare basis. Hence, in

all the four cases Jet Airways holds significant difference among the respondents opinion followed by

Kingfisher Airlines for gender, occupation and frequency of travel. Air India does not have significant

difference among the demographic profile.

6.1.7 Customer Feelings

It is found that, among gender and customer feelings, there is difference in their opinion among male

and female respondents regarding fun and excitement for Air India. There is difference in their opinion


among male and female respondents regarding warmth and security of customer feelings for Air India.

Opinion of male significantly differs with that of female with regard to self respect and social approval

on customer feelings for Jet Airways and Kingfisher Airlines. Hence it is portrayed that, the difference is

found for the reason of fun and excitement and warmth and security for Air India among male and

female. The difference is also found for the reason of self respect and social approval with regard to Jet

Airways and Kingfisher Airlines.

6.1.7.1 Age & Customer Feelings

Regarding age and customer feelings as fun and excitement, there is significant difference among all

three brands. Related with age and customer feelings as warmth and security, it is inferred that

respondents’ belong to more than 45 years of age significantly differ with all the other three age groups

in their opinion on Air India. The opinion on age with self respect and social approval as customer

feelings, it is interpreted that respondents who are below 25 years of age significantly differ all the three

groups with regard to Jet Airways. Whereas, in case of Kingfisher Airlines, the difference is only

between less than 25 years and 26 to 35 years of age. Hence, the significant difference is found among

all the three airline brands with regard to customer feelings. In most of the cases less than 25 years of

age significantly differ with all the other groups.

6.1.7.2 Occupation and Customer Feelings

Regarding Occupation and customer feelings as fun and excitement, it is found that respondents who

are employed significantly differ in their opinion with the other two groups such as professionals and

business owners for Jet Airways. Related to occupation and customer feelings as warmth and security,

respondents who are professionals and business owners, significantly differ in their opinion with each

other for Jet Airways. The difference is comparatively less. Hence respondents comes under occupation

cluster, has significance difference with that of Jet Airways in the aspects of fun and excitement and

warmth and security.

6.1.7.3 Frequency of Travel and Customer Feelings


With regard to frequency of travel for fun and excitement, there is significance difference for Air India

and Kingfisher Airlines. For warmth and security, it is identified that there is significant difference for Jet

Airways. Regarding self respect and social approval, there is significant difference for Jet Airways and

Kingfisher Airlines related to the opinion that the brand provides self respect and social approval on

customer feelings. Hence, with regard to customer feelings and frequent of travel by the respondents,

there is wide difference for Jet Airways and to an extent there is difference for Kingfisher Airlines.

6.1.8 Customers’ Brand Resonance

Regarding Age and brand resonance, it is interpreted that, the opinion of the respondents widely

differs among all the age groups for Air India. For Jet Airways, respondents belong to less than 25 years

of age differs with 36-45 and more than 45 years of age. Regarding Occupation and brand resonance, it

is understood that all the three occupation groups significantly differs with each other in their opinion

with regard to brand resonance for Jet Airways and Kingfisher Airlines.

It is found that frequency of travel and brand resonance, has significant difference with each other

for both the brands Jet Airways and Kingfisher Airlines. Hence it is understood that the frequency of

travel plays a vital role in finding the customers’ brand resonance.

6.1.9 Overall Satisfaction of the Customers

Regarding age and overall satisfaction of the respondents it is interpreted that, there is vast

difference among all the age groups and respondents who are more than 45 years of age. They differ

significantly with all the other groups in case of Air India. Regarding Jet Airways, there is difference in

the opinion of the respondents between 36-45 and more than 45 years of age group.

Regarding occupation and overall satisfaction of the respondents, it is understood that all the three

occupation groups significantly differs with each other in their opinion with regard to Air India and for

Jet Airways, there is significant difference between Professionals and those who own business.

Regarding frequency of travel and overall satisfaction of the respondents, it is identified that

respondents of Air India differs with all the groups of frequency of travel. For Jet Airways, the


respondents opined that those who travel every week differ with those who travel on rare basis.

Similarly, for Kingfisher Airlines, those who travel once in a month significantly differ with those who

travel once in six months with regard to overall satisfaction of the respondents.

6.2 Findings II

6.2.1 Chi square Findings related to the reasons for shifting of Airline brands.

The following results were revealed based on chi square application in comparing the demographic

profile of the respondents with that of the reasons for shifting from one brand to the other.

6.2.1.1 Gender:-

It is noted that, gender of the respondent is influenced by the booking convenience for brand

preference. When compared with female, the male respondents consider customer care services

provided by the airlines is an important factor for shifting to other brand. Hence, male respondents

might shift from one brand to the other for the reason of booking convenience and good customer

care provided by the other airlines.

6.2.1.2 Age:-

It is revealed from the study that, respondents belonging to the age group less than 35 years give

difference opinion and stays with the reason that, booking convenience is a reason for shifting from one

brand to the other. It is found that, the respondents belongs to age group between 26 to 35 years and

above 45 years of age opined that cabin crew services may be a reason for shifting from one brand to

the other. Therefore, again booking convenience is a major reason and cabin crew services is also a

reason need to be considered to retain the customers or to make them stick to one brand. The

respective age group respondents should be targeted accordingly.

6.2.1.3 Occupation:-

It is found out from the study that, majority of professionals and those who are employed opined that

timings is one of the important reason for shifting of one airline to the other. It is revealed that, majority

of those who are employed have opined that booking convenience may be an important reason for


shifting of brands. Thus, based on the ease of the booking convenience, the preference varies. There is

association between the occupations of the respondents with that of the customer care services. i.e.,

employees differ from professionals and business people in their opinion, and goes with the reason that,

customer care may be a reason for shifting from one brand to the other. Hence, it is noted once again

booking convenience and customer care for employed persons, professionals stated timings of the

airline is a major reason for shifting. It is understood that, professionals give more importance to

timings, whereas, employed persons give for convenience and customer care.

6.2.1.4 Frequency of Flyers:-

It is ruled out from the study that, majority of frequent flyers quoted that concessional airfare is one

reason for shifting from one airline to the other. It is evidently noted that, frequent of travel is a major

influencing factor in this study. Frequent flyers opined that, frequent flyers may shift from one brand to

the other for the reasons of concessional airfare and customer care. Those who travel once in a month

and six months has the high volatility to shift from one brand to the other such as concessional airfare,

check in issues, timings, cabin crew services, customer care and special assistance provided by the

airlines. This group does not attach a sense of resonance with a brand, longevity is missing. Hence

association with a brand among this group of travelers might be less.

Hence to further conclude, irrespective of gender, age, occupation and frequent of travel, booking

convenience, concessional airfare, timings and customer care are the reasons that respondents may

shift from one brand to the other.

6.2.2 - Correlation and Regression


It is understood from the study that the three factors customer judgment, customer feelings and

brand resonance are significantly influencing the overall satisfaction of the respondents with regard of

Air India and Kingfisher Airlines. For Jet Airways the extent of influence varies with that of customer

judgment on brand where the brand is perceived as top of the mind and it’s influence on overall

satisfaction cannot be understood. The brand has strong customer feelings and brand resonance which

directly influence the overall satisfaction.

Hence from the above results, it is proved that satisfaction and brand resonance are closely associated

variables. All satisfied customers may be having high resonance with regard to the brand. Hence it is

proved in case of Air India and Kingfisher Airlines customer Judgment, customer feelings and brand

resonance significantly influence the overall satisfaction.

6.3 Correspondence Analysis

6.3.1 Correspondence Analysis I

To study the brand switchover reasons with regard to the airline brands correspondence analysis is used

to rule the results. The results of the correspondence analysis study states that the factors such as cabin

crew services, timing and check in issues are forming a cluster. Booking convenience and special

assistance are closer to each other. Booking convenience and customer care are two extreme ends. It is

concluded from the graph that Jet Airways is closer to timings and special assistance.

Similarly Kingfisher is closer to majority of the switchover reasons like check in issues, timings and

concessional airfare. It is evidently understood that, customers switch from Air India to other brands for

the reason of check in issues, booking convenience and customer care. Jet Airways customers may get

attracted by suitable timings of the airlines and special assistance provided by the new airlines to

switchover to some other brand. Customers of Kingfisher Airlines opined that like check in issues,

timings and concessional airfare are some of the reasons for shifting to some other airline brands.

6.3.2 Correspondence Analysis II


To identify the strong preference factor for each airline that drives the customer to brand resonance

was studied. From the table it is understood that the preference factors such as oneself loyal and

always prefer to travel in this brand contribute more to dimension I for Jet Airways and Kingfisher

Airlines and factors such as prefer to talk about this brand, feeling of prestige and pride contribute more

to dimension II for Air India.

From the graph it is ruled out that the factors such as Feeling of something special, Feeling of Prestige

and Pride when travel, closely watch the news of this brand forms a cluster for Air India.

Feeling of something special, strong love towards this brand and strongly recommend this brand to

others forms another cluster which is associated with Jet Airways and Kingfisher Airlines. It is concluded

from the graph that Jet Airways is preferred for the factors that oneself loyal and always prefer to travel

with, strongly recommend this brand to others and interest to know more about this brand. Kingfisher is

preferred for the reasons of feeling of something special, strong love towards this brand, strongly

recommend this brand to others, feeling of prestige and pride and closely watch the news of this brand.

Air India is close to the reason that prefers to talk about this brand.

Hence considering the preference factors of the respective airlines the brand managers should provide

services and provide customer touch points in such a way it attracts and retains the customers in a long

run.

6.1 Findings I


Statistical tools are applied in analyzing and exploring more findings related to the study. Hence using

tools such as Percentage analysis, Z test, ANOVA, Chi square, Multiple Regression and Correspondence

analysis, various findings of the study are comprehended as follows:-

6.1.2 Demographic Classification

Regarding gender wise classification of respondents’ majority of 71% respondents are male.

Based on the age wise classification of the study, near about 42.3% of the respondents belongs to

the age group of 36-45 years.

The classifications of respondents based on occupation, near about 42.3% are employed in public or

private companies whereas the rest are business owners and professionals.

Regarding the classification of respondents’ based on their frequent of travel in airline, majority of

about 39.2% travel once in six months.

6.1.3 Brand Awareness

Z Test

With regard to the awareness level of the respondents among various airline brands, there is

significance difference between male and female. The female have more awareness on Air India and Jet

Airways. Regarding Kingfisher Airlines the awareness level does not differ among male and female.

ANOVA

Regarding brand awareness or salience, Kingfisher airlines remains static among the respondents’

opinion irrespective of gender, age and occupation and frequent of travel. For Jet Airways, majority of

female, respondents who are 26 to 35 and more than 45 years of age, those who own business and

whose frequent of travel is every week, fortnightly and once in a month, has got more awareness.

Regarding Air India, again majority of female are aware of, regarding age group, occupation and

frequent of travel there is significant difference in the opinion of the respondents.

6.1.4 Brand Performance

6.1.4.1 Gender & Brand Performance

It is found that, there is significant difference between male and female in their opinion on brand

performance. It is also inferred that, Air India has more significant difference between male and female


in their opinion with regard to brand performance. The male respondents rated above the average for

services aspects of brand performance. Jet Airways is rated high for the overall performance when

comparing with the other two brands.

6.1.4.2 Age & Brand Performance

It is revealed from the study that, age and brand performance it is inferred that, the opinion of the

respondents on an average remains same in case of Jet Airways and Kingfisher Airlines, whereas it

differs between age groups with regard to the brand performance of Air India. Major significant

difference is between less than 25 years of age and 36 to 45 years age.

6.1.4.3 Occupation & Brand Performance

It is found that, regarding occupation and opinion on brand features towards performance, it is

identified that respondents who are employed in Pvt/ Public companies significantly differ with business

people and professionals with regard to their opinion on Air India and Jet Airways. Regarding

occupation and opinion on brand services towards performance, it is inferred that respondents who are

employed, significantly differs with those who own business and professionals with regard to Air India.

Hence, regarding brand features and services employed category of the respondents differs with

those who own business and professionals for Air India. In case of Jet Airways and Kingfisher Airlines

the difference is for the features and overall performance respectively.

6.1.4.4 Frequency of Travel & Brand Performance

It is revealed from the study that, there is significant difference between frequency of travel of the

respondents for Jet Airways and Kingfisher Airlines in the cases of features and overall performance of

the brand. Regarding services of Air India there is significant difference. The difference is major among

those who travel once in and month and six months. For Jet Airways and Kingfisher Airlines the

significant difference is smaller.

6.1.5 Brand Imaginary


6.1.5.1 Gender, Age & Brand Imaginary

It is found that, there is no significant difference among male and female in their opinion with regard

to brand imaginary aspect of different airlines. It is observed that the difference in the age group

remains same for Jet Airways and Kingfisher Airlines, whereas there is difference in the significant value.

It is inferred that there is significant difference among age group of respondents who are less that 25

years with that of all the other groups for Jet Airways. The significant difference is also found with

regard to Kingfisher Airlines.

6.1.5.2 Occupation & Brand Image

Regarding occupation and factors on brand image, it is found that respondents who are

professionals, significantly differs in their opinion with that of employed respondents in case of Air India.

For Jet Airways, Professionals significantly differ with that of business holders. For Kingfisher airlines,

professionals significantly differ with those who own business and with the employed respondents.

Regarding occupation and brand association on image, it is interpreted that respondents who are

professionals, significantly differs in their opinion with that of business owners in case of Air India. For

Jet Airways, Professionals significantly differ with the other two groups. It is understood that,

professionals significantly differs with all the airline brands with regard to factors and association of

brand image.

6.1.5.3 Frequent of Travel & Brand Image

Related with frequency and that of factors of brand image, it is identified that respondents who

travels fortnightly differs with those who travels once in a month and once in six months for Air India.

For Jet Airways and Kingfisher Airlines, there is significant difference with all the levels of frequency of

travel. The significant difference for Kingfisher Airlines is comparatively high. Hence regarding the brand

image factor and association it is found that all the levels of frequency of travel significantly differ with

all the three airline brands.

6.1.6 Customer Judgment


6.1.6.1 , Age & Customer Judgment

It is inferred that, the opinion of male significantly differ with that of female in their opinion on brand

judgment with regard to Jet Airways and Kingfisher Airlines. In knowing about the relationship of Age Vs

Customer judgment, it is inferred that, respondents belongs to less than 25 years of age significantly

differ with the opinion of 36-45 and more than 45 years of age for Jet Airways. There is no significant

difference for the other two brands.

6.1.6.3 Occupation & Customer Judgment

Occupation Vs Customer Judgment, those respondents who are professionals, significantly differs in

their opinion with that of business owners and with employed respondents in case of Jet Airways. In

case of Kingfisher Airlines, there is significant difference among all the three groups of occupation.

6.1.6.4 Frequency of Travel & Customer Judgment

Frequency of travel Vs Customer Judgment, it is identified that respondents who travels rarely

significantly differ with all other groups of travel for Jet Airways. For Kingfisher Airlines, those who

travel every week significantly differ with those who travel once in a month and on rare basis. Hence, in

all the four cases Jet Airways holds significant difference among the respondents opinion followed by

Kingfisher Airlines for gender, occupation and frequency of travel. Air India does not have significant

difference among the demographic profile.

6.1.7 Customer Feelings

It is found that, among gender and customer feelings, there is difference in their opinion among male

and female respondents regarding fun and excitement for Air India. There is difference in their opinion

among male and female respondents regarding warmth and security of customer feelings for Air India.

Opinion of male significantly differs with that of female with regard to self respect and social approval

on customer feelings for Jet Airways and Kingfisher Airlines. Hence it is portrayed that, the difference is

found for the reason of fun and excitement and warmth and security for Air India among male and


female. The difference is also found for the reason of self respect and social approval with regard to Jet

Airways and Kingfisher Airlines.

6.1.7.1 Age & Customer Feelings

Regarding age and customer feelings as fun and excitement, there is significant difference among all

three brands. Related with age and customer feelings as warmth and security, it is inferred that

respondents’ belong to more than 45 years of age significantly differ with all the other three age groups

in their opinion on Air India. The opinion on age with self respect and social approval as customer

feelings, it is interpreted that respondents who are below 25 years of age significantly differ all the three

groups with regard to Jet Airways. Whereas, in case of Kingfisher Airlines, the difference is only

between less than 25 years and 26 to 35 years of age. Hence, the significant difference is found among

all the three airline brands with regard to customer feelings. In most of the cases less than 25 years of

age significantly differ with all the other groups.

6.1.7.2 Occupation and Customer Feelings

Regarding Occupation and customer feelings as fun and excitement, it is found that respondents who

are employed significantly differ in their opinion with the other two groups such as professionals and

business owners for Jet Airways. Related to occupation and customer feelings as warmth and security,

respondents who are professionals and business owners, significantly differ in their opinion with each

other for Jet Airways. The difference is comparatively less. Hence respondents comes under occupation

cluster, has significance difference with that of Jet Airways in the aspects of fun and excitement and

warmth and security.

6.1.7.3 Frequency of Travel and Customer Feelings

With regard to frequency of travel for fun and excitement, there is significance difference for Air India

and Kingfisher Airlines. For warmth and security, it is identified that there is significant difference for Jet

Airways. Regarding self respect and social approval, there is significant difference for Jet Airways and

Kingfisher Airlines related to the opinion that the brand provides self respect and social approval on


customer feelings. Hence, with regard to customer feelings and frequent of travel by the respondents,

there is wide difference for Jet Airways and to an extent there is difference for Kingfisher Airlines.

6.1.8 Customers’ Brand Resonance

Regarding Age and brand resonance, it is interpreted that, the opinion of the respondents widely

differs among all the age groups for Air India. For Jet Airways, respondents belong to less than 25 years

of age differs with 36-45 and more than 45 years of age. Regarding Occupation and brand resonance, it

is understood that all the three occupation groups significantly differs with each other in their opinion

with regard to brand resonance for Jet Airways and Kingfisher Airlines.

It is found that frequency of travel and brand resonance, has significant difference with each other

for both the brands Jet Airways and Kingfisher Airlines. Hence it is understood that the frequency of

travel plays a vital role in finding the customers’ brand resonance.

6.1.9 Overall Satisfaction of the Customers

Regarding age and overall satisfaction of the respondents it is interpreted that, there is vast

difference among all the age groups and respondents who are more than 45 years of age. They differ

significantly with all the other groups in case of Air India. Regarding Jet Airways, there is difference in

the opinion of the respondents between 36-45 and more than 45 years of age group.

Regarding occupation and overall satisfaction of the respondents, it is understood that all the three

occupation groups significantly differs with each other in their opinion with regard to Air India and for

Jet Airways, there is significant difference between Professionals and those who own business.

Regarding frequency of travel and overall satisfaction of the respondents, it is identified that

respondents of Air India differs with all the groups of frequency of travel. For Jet Airways, the

respondents opined that those who travel every week differ with those who travel on rare basis.

Similarly, for Kingfisher Airlines, those who travel once in a month significantly differ with those who

travel once in six months with regard to overall satisfaction of the respondents.


6.2 Findings II

6.2.1 Chi square Findings related to the reasons for shifting of Airline brands.

The following results were revealed based on chi square application in comparing the demographic

profile of the respondents with that of the reasons for shifting from one brand to the other.

6.2.1.1 Gender:-

It is noted that, gender of the respondent is influenced by the booking convenience for brand

preference. When compared with female, the male respondents consider customer care services

provided by the airlines is an important factor for shifting to other brand. Hence, male respondents

might shift from one brand to the other for the reason of booking convenience and good customer

care provided by the other airlines.

6.2.1.2 Age:-

It is revealed from the study that, respondents belonging to the age group less than 35 years give

difference opinion and stays with the reason that, booking convenience is a reason for shifting from one

brand to the other. It is found that, the respondents belongs to age group between 26 to 35 years and

above 45 years of age opined that cabin crew services may be a reason for shifting from one brand to

the other. Therefore, again booking convenience is a major reason and cabin crew services is also a

reason need to be considered to retain the customers or to make them stick to one brand. The

respective age group respondents should be targeted accordingly.

6.2.1.3 Occupation:-


It is found out from the study that, majority of professionals and those who are employed opined that

timings is one of the important reason for shifting of one airline to the other. It is revealed that, majority

of those who are employed have opined that booking convenience may be an important reason for

shifting of brands. Thus, based on the ease of the booking convenience, the preference varies. There is

association between the occupations of the respondents with that of the customer care services. i.e.,

employees differ from professionals and business people in their opinion, and goes with the reason that,

customer care may be a reason for shifting from one brand to the other. Hence, it is noted once again

booking convenience and customer care for employed persons, professionals stated timings of the

airline is a major reason for shifting. It is understood that, professionals give more importance to

timings, whereas, employed persons give for convenience and customer care.

6.2.1.4 Frequency of Flyers:-

It is ruled out from the study that, majority of frequent flyers quoted that concessional airfare is one

reason for shifting from one airline to the other. It is evidently noted that, frequent of travel is a major

influencing factor in this study. Frequent flyers opined that, frequent flyers may shift from one brand to

the other for the reasons of concessional airfare and customer care. Those who travel once in a month

and six months has the high volatility to shift from one brand to the other such as concessional airfare,

check in issues, timings, cabin crew services, customer care and special assistance provided by the

airlines. This group does not attach a sense of resonance with a brand, longevity is missing. Hence

association with a brand among this group of travelers might be less.

Hence to further conclude, irrespective of gender, age, occupation and frequent of travel, booking

convenience, concessional airfare, timings and customer care are the reasons that respondents may

shift from one brand to the other.


6.2.2 - Correlation and Regression

It is understood from the study that the three factors customer judgment, customer feelings and

brand resonance are significantly influencing the overall satisfaction of the respondents with regard of

Air India and Kingfisher Airlines. For Jet Airways the extent of influence varies with that of customer

judgment on brand where the brand is perceived as top of the mind and it’s influence on overall

satisfaction cannot be understood. The brand has strong customer feelings and brand resonance which

directly influence the overall satisfaction.

Hence from the above results, it is proved that satisfaction and brand resonance are closely associated

variables. All satisfied customers may be having high resonance with regard to the brand. Hence it is

proved in case of Air India and Kingfisher Airlines customer Judgment, customer feelings and brand

resonance significantly influence the overall satisfaction.

6.3 Correspondence Analysis

6.3.1 Correspondence Analysis I

To study the brand switchover reasons with regard to the airline brands correspondence analysis is used

to rule the results. The results of the correspondence analysis study states that the factors such as cabin

crew services, timing and check in issues are forming a cluster. Booking convenience and special

assistance are closer to each other. Booking convenience and customer care are two extreme ends. It is

concluded from the graph that Jet Airways is closer to timings and special assistance.

Similarly Kingfisher is closer to majority of the switchover reasons like check in issues, timings and

concessional airfare. It is evidently understood that, customers switch from Air India to other brands for

the reason of check in issues, booking convenience and customer care. Jet Airways customers may get

attracted by suitable timings of the airlines and special assistance provided by the new airlines to

switchover to some other brand. Customers of Kingfisher Airlines opined that like check in issues,

timings and concessional airfare are some of the reasons for shifting to some other airline brands.


6.3.2 Correspondence Analysis II

To identify the strong preference factor for each airline that drives the customer to brand resonance

was studied. From the table it is understood that the preference factors such as oneself loyal and

always prefer to travel in this brand contribute more to dimension I for Jet Airways and Kingfisher

Airlines and factors such as prefer to talk about this brand, feeling of prestige and pride contribute more

to dimension II for Air India.

From the graph it is ruled out that the factors such as Feeling of something special, Feeling of Prestige

and Pride when travel, closely watch the news of this brand forms a cluster for Air India.

Feeling of something special, strong love towards this brand and strongly recommend this brand to

others forms another cluster which is associated with Jet Airways and Kingfisher Airlines. It is concluded

from the graph that Jet Airways is preferred for the factors that oneself loyal and always prefer to travel

with, strongly recommend this brand to others and interest to know more about this brand. Kingfisher is

preferred for the reasons of feeling of something special, strong love towards this brand, strongly

recommend this brand to others, feeling of prestige and pride and closely watch the news of this brand.

Air India is close to the reason that prefers to talk about this brand.

Hence considering the preference factors of the respective airlines the brand managers should provide

services and provide customer touch points in such a way it attracts and retains the customers in a long

run.


The Customer- Based Brand Equity Pyramid (CBBE)

Based on the results of the study, the interpretations are made and as depicted in the CBBE pyramid, the

observations are highlighted as follows:-

Brand Awareness or Salience is the basic movement of any marketer to establish the brand’s name in the

market. In this way, it is understood through the study that, the top of mind brands among the respondents’

Jet Airways, Kingfisher Airlines, Spice Jet and Air India in order. Related to their awareness with logo,tagline and colour association, it is understood Kingfisher’s logo and colour is identified by majorityof them. Air India also holds good awareness in logo, whereas Jet Airways is lacking in this regard.Regarding tagline the awareness is considerably less. In knowing about the familiarity and preference to travel

Jet Airways is holding high average followed by Kingfisher Airlines and Air India.

Regarding brand performance, Jet Airways is poised first, followed by Kingfisher and Air India. For Jet

Airways, factors like facilities and services, brand name, prestige and pride, overall efficiency of services are

highly satisfied to a greater extent. This shows Jet Airway’s competitive advantage being a market leader in

Indian aviation sector. For Kingfisher Airlines, factors like facilities and services, brand name, cabin crew

service, brand provides basic functions, brand has special features are notable features that provides high level

of satisfaction from the respondents’ opinion. This proves Kingfisher Airline’s value in acquiring the five star

status brand of Indian aviation sector. Air India is mostly preferred for the reason of brand name. This shows

the brand’s longevity period of the brand in Indian aviation sector. Thus, it is understood that Jet Airwaysoccupies no.1 position for brand performance followed by Kingfisher Airlines and Air India.

Brand Imaginary is a factor that has strong emphasis on the emotional aspect of the customers. Brand

image of Jet Airways is portrayed for the factors such as excellent airhostess service, comfortable seating,

provides discount on air fare, the airline provides comfortable seating and it is associated for the factors such

as more trust worthy brand, excellent services, highly courteous and speedy process. Kingfisher Airline’s most

influencing image factor is excellent airhostess service, comfortable seating, smart and easy booking services

and so on. The factors such as highly courteous, speedy process, excellent service and pleasant travel are

considered as high brand image aspects for Kingfisher Airlines. Air India is perceived as most reliable and

trust worthiness brand. Hence in brand imaginary it is understood, Jet Airways and Kingfisher Airlines holds

good position in the grid.

Customer judgment is understood as customers’ evaluation pattern of one brand with the other.


Jet Airways is judged as best for the reasons are majority are highly satisfied for the reason for innovative and

quality service, more unique in ambience & seating arrangements, better pilot team, superior when compared

to other brands, the brand offer advantage where others cannot and for best customer care and so on.

Customer’s judgment can be no way compromised for Kingfisher Airlines. The brand is judged for the

reasons such as best customer care, the brand differs with the other, more unique in ambience and seating

arrangements, innovative and quality service, brand offer advantage where others cannot are considerably

rated high. With regard to Air India, customers’ opinion is not so strong with majority of the factors. The

notable factor for Air India is the brand provides best for its ethical practices. Hence Jet Airways is holding

slightly high customer judgmental aspect, but still Kingfisher Airlines no compromise in this regard it

positions closely to it.

Customer feelings, the word itself expresses customer’s emotional feel and attachment with regard to the

brand. Regarding Jet Airways, majority are highly satisfied for the reason of self respect and social approval

and for warmth and security of the brand. Kingfisher is holding maximum customer feelings when compared

with the other two. The brand is perceived high for fun and excitement and for warmth and security and self

respect and social approval also the brand is comparatively rated high. For Air India, some considerable

percentage felt this brand is for self respect and social approval. Hence, in customer feelings Jet Airways and

Kingfisher Airlines are top ranked followed by Air India. This shows the emotional path of the brands.

Regarding Brand Resonance, it is evident from the study that Jet Airways is holding highest brand

resonance in the customers’ opinion, followed by Kingfisher Airlines and Air India. For Jet Airways

customers have given equal preference to all the resonance factors. Their opinion is considerably high for

feeling of something special, always prefer to travel and strongly recommend the brand to others. These

factors directly influence loyalty and there by resonance. Regarding Kingfisher Airlines, the preference is for

feel of something special, oneself loyal and strong love towards the brand. Other related factors are also

preferred equally. This shows customers feel of resonance and the brand that holds high emotional feel of

the customer is Kingfisher Airlines. Customers’ associated their loyalty with that of Air India for showing

their resonance.

The Jet Airway’s Customer-based brand equity pyramid is equally strong on the left-hand andright-hand sides. It is also strong from bottom to top, enjoying the highest position. KingfisherAirlines path is strong in affective (emotional) path and partially strong in cognitive (functional)path. For Air India, though customers’ response is not so strong except for brand salience, eventhough the brand has historical longevity functionality of the brand itself is left behind. The brandholds little symbolic image in the customers’ mind.


6.5 Discussion

Customer Based Brand Equity towards the Airline Brands

Brand Awareness or salience of the respondents had been identified by asking questions like top of mind

brand, their familiarity, awareness level in the logo and tagline of the brand, their travel etc., and Brand

awareness is the basic tool that depicts the acceptability of the brand and builds the perception of the firm

within the target market. It is found out from the study that Kingfisher has more awareness followed by Air

India and Jet Airways.

There are so many reasons that a brand is more familiar and popular. Air India holds long term reputation

and holding public equity in the aviation industry, the ‘Maharajah’ mascot has made a wide publicity. To say

few words about the popularity of the mascot, 'they called him a Maharajah for want of a better description.

But his blood isn't blue. He may look like royalty, but he isn't royal.' These are the words of Bobby Kooka,

the man who conceived the Maharajah. The Maharajah began merely as a rich Indian potentate, symbolizing

graciousness and high living. And somewhere along the line his creators gave him a distinctive personality: his

outsized moustache, the striped turban and his aquiline nose. What began as an attempt as a design for an in-

flight memo pad grew to take Air India's sales and promotional messages to millions of travelers across the

world? Today, this naughty diminutive Maharajah of Air India has become a world figure. He can be a lover

boy in Paris, a sumo wrestler in Tokyo, a pavement artist, a Red Indian, a monk... he can effortlessly flirt with

the beauties of the world. And most importantly, he can get away with it all. Simply because he is the

Maharajah! He has completed 56 years and become the most recognizable mascot the world over. His antics,

his expressions, his puns have allowed Air India to promote its services with a unique panache and an

unmatched sense of subtle humor. In fact he has won numerous national and international awards for Air

India for humor and originality in publicity.

The brand’s long reputation, monopoly situation in the market and the successful mascot made this brand to

be most familiar and salient brand in the minds of the customer. After the entry of private players in the

Indian aviation sector, the market share of Air India has been pull down and shared by the private players

which caused a down turn to the brand name and identity.

Regarding the awareness of Kingfisher Airlines, the brand name is not new to the market. The brand name

‘Kingfisher’ holds rich equity in the beverage market. The Airline brand in Kingfisher need not have any

advertisement to create awareness about the brand. During the launching period itself the brand holds


maximum awareness in the market. Next the most important factor for KFA’s awareness is the color ‘RED’which gives close association with the brand. It reaches the perceptual part of the customers and red color is

associated with Kingfisher Airlines and the appearance of Airhostess in Red dress is also its uniqueness.

Above all the brand holds top of mind airline brand invariably among all the age group of people. The top of

mind airline brand among the kids group is Kingfisher Airlines. Now the brand frequently appears in media

which is again one of the most important reasons for the brands’ popularity. Kingfisher Airlines won many

awards which show that the brand had been recognized as best by various apex bodies and associations.

Regarding Jet Airways, being the first private airline brand in India, holds high reputation in the market for

long period of time. Jet Airways becomes the top of the mind brand and it is perceived as a brand that serves

high class customers. The brand holds a prestigious and iconic image and maintains stable position even

when Air India and Kingfisher Airlines are in ruin. Hence for the brand like Jet Airways it is not important to

look into the awareness of the logo and tagline as the brand creates a high symbolic image in the minds of the

customers. In line with the awareness of airline brands in building brand resonance, some of the research

articles also goes on. Kevin Lane Keller (1993)3, in their research article, titled, “Conceptualizing, Measuring,

and Managing Customer-Based Brand Equity”, highlighted this study. It is understood that, the direct

approach measures the effects of the brand knowledge on consumer response with due weightage to logo and

symbol of the brand. This is proved in the case of Air India’s “Maharajah” logo.

In other research study, contributed by Woo Gon Kim and Hong-Bumm Kim titled MeasuringCustomer-based Restaurant Brand Equity: Brand awareness is one of the tested element which proves that

among the four factors of brand equity measurement such as brand awareness, brand image, brand loyalty

and perceived quality, awareness showed the smallest effect on brand equity, far eclipsed by image, loyalty,

and product quality. This has been proved in the case of Jet Airways position with regard to brand salience.

Brand PerformanceBrand performance relates to the ways in which the product or service attempts to meet customers’

functional needs. It refers to the intrinsic properties of the brand in terms of inherent product or service

traits. It transcends the products and features and encompasses aspects of the brand that augment these

characteristics. Features, Services & overall performance have been analyzed to understand the key

performance of the airline brands. In analyzing with the demographic factors such as age, gender, occupation

and frequency of travel, Jet Airways is preferred in most of the aspects, followed by Kingfisher Airlines and

Air India.


Brand performance is considered to be the influencing functional aspect for developing brand equity. From

the study it is proved that Florence Benoit-Moreau & Béatrice Parguel, (2008), in their research paper titled,

“Building brand equity with environmental communication: an empirical investigation in France”,

investigated the impact of the firm's environmental communication on brand equity. The findings state that

the environmental communication positively influences the strength and favourability of brand environmental

associations, therefore improving brand equity. One important influencing factor for the brand’s strength is

performance of the brand. These factors are influenced by the key performance of the brand only.

Brand image is the key element in influencing brand resonance. Brand imagery deals with the extrinsic

properties of the product or service including the ways in which the brand attempts to meet customers’

psychological and social needs. Related factors of brand image and customers’ perceptual association with

regard to comfort while travel, courtesy, customer services, speedy processing and trust worthiness have been

studied. From the research study it is understood that, Jet Airways and Kingfisher Airlines are preferred the

most for various factors as specified above.

Some of the previous research findings documented that brand association and related factors that influence

brand image, are the influencing factors for brand resonance. Xiao Tong and Jana M. Hawley (2010) in

their research work in the topic, Measuring Customer Based Brand Equity Empirical Evidence from the

Sportswear Market in China, examined practicality and applications of a customer-based brand equity model

in the Chinese sportswear market. The findings are in coherence with the present study that support this

study that, brand association and brand loyalty are the influential dimensions of brand equity.

David N. Bibby (2009), in the research study titled, “Brand image, equity, and sports sponsorship”, explores

the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993,

2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth,

Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) –

the primary conceptual model . The study focuses on the sponsorship relationship between the New Zealand

All Blacks and their major sponsor and co-branding partner, adidas. Results support the view that Keller

(1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also

consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

Customers’ Brand judgment focuses on customers’ personal opinions and evaluations with regard to the

brand. It measures how customers put together the different performance and imaginary indicators of the

brand to form their opinions. Customers’ opinion on factors such as innovative and quality services, better

pilot team, boarding services, ethical practices, unique customer care, and brand is different and superior

when compared to the other are studied in knowing about the customers’ brand judgment.


From the study it is revealed that Jet Airways is holding highest brand judgments in all the aspects of

demographic profile analysis such as gender, age, occupation and frequency of travel. Kingfisher Airlines is

preferred next to Jet Airways and the brand that holds least judgment is Air India. Some of the previous

research findings are in line with the results of the study with regard to the dimension of brand judgment.

Brand feelings are customers’ emotional responses and reactions with respect to the brand. Brand feelings

also relate to the social currency evoked by the brand. From the research study it is found that for the factors

of fun and excitement and self respect and social approval Jet Airways and Kingfisher Airlines are preferred

the most. Brand feelings are considered to be the emotional path for brand resonance. The research study

proves that customers’ brand feelings are the associated factor with regard to brand loyalty and brand

resonance.

Brand Resonance is the final step of the model focuses on the ultimate relationship and level of the

identification that the customer has with the brand. Brand resonance describes the nature of the relationship

and the extent to which customers feel that they are “in sync” with the brand. It is evident from the study

that Jet Airways is holding highest brand resonance in the customers’ opinion, followed by Kingfisher

Airlines and Air India. For Jet Airways customers have given equal preference to all the resonance factors.

Their opinion is considerably high for feeling of something special, always prefer to travel and strongly

recommend the brand to others. Regarding Kingfisher Airlines, the preference is for feel of something

special, oneself loyal and strong love towards the brand. Customers’ associated their loyalty with that of Air

India for showing their resonance. Some of the earlier research study also confines the fact that brand image,

judgment and loyalty influences brand resonance.

The study by Norzalita Abd Aziz & Norjaya Mohd Yasin (2010) “on Analyzing the Brand Equity and

Resonance of Banking Services: Malaysian Consumer Perspective focuses on the conceptual framework of

this study and is based on customer-based brand equity called the Brand Resonance model, which comprises

six building blocks, namely, brand salience, brand performance, brand imagery, brand judgment, brand

feelings and brand resonance. The results indicate that there are strong, positive and significant relationships

between brand performance and brand judgment, and between brand performance and brand feelings.

Strong, positive and significant relationships are also found between brand performance and brand

resonance, between brand judgment and brand resonance as well as between brand feelings and brand

resonance. The multiple regression results show that only Brand Feelings, Brand Judgments and Brand

Performance have a significant influence on Brand Resonance.

The above study evidently describes about the CBBE model and from the study it is proved that, in most of

the dimensional factors, especially brand performance, brand identity, brand judgment, brand feelings and


brand resonance, Jet Airways is preferred the most. All the findings and results proves the objectives of the

study in knowing the brands’ position in various dimensions in the CBBE pyramid. This proves the model

that, Jet Airways is preferred for both the path to brand resonance cognitive approach and affective

approach. A brand that holds high perceptual image of the respondents in a way of brand performance,

identity, judgment, feelings possess high brand resonance.

6.6 Managerial ImplicationsFrom the finding insights of the study, it is strongly recommended for the companies to think over to adopt

in their strategy formation and image building initiatives for their companies. Managerial implications are

specifically given to the airline brands and aviation sector and implications related to the conceptual model

through CBBE pyramid. Recommendations are made generally for all the brands of all the sectors

irrespective of product manufacturing or service rendering.

6.6.1 For the Airline Brand Managers

Regarding the demographic findings it is recommended that, gender and age may not be an important

reason that affects resonance factor for airline services. Only identification is when a brand becomes stronger

or powerful brand, the longevity of the brand brings difference of opinion among difference age group. i.e.,

less than 25 years of age has significant difference with above 35 years of age. Hence it is suggested,

promotional strategies segmenting according to gender and age may not make much difference withregard to brand resonance of airlines.

In majority of the cases, the significant difference has been found with the professionals. Similarly

employed persons are looking for booking convenience and good customer care, professionals seeking

proper timings of the airline with out any delay and so on. Hence most of the travelers go with scheduled

plan and delay of airlines might affect their plan, which stagnates a bad feeling in the minds of the customer.

Delay of airlines is unavoidable, but frequency of delay may be controlled so that positive feel of thecustomer stays with the brand.

It is proved in the study that frequency of travel plays a vital role in improving brand resonance. Those

who are frequent flyers go with a particular airline brand because of the comfort and attachment they hold.

But significant difference was found with those who travel once in six months. Since they are not frequent


flyers loyalty is not attached with them. Above all, airline travel is not a persuading effort, it is all need based

only. Airline joining with tourism department might develop persuading effort so that it enhancesfrequency of travel.

It is evidently found from the study that, Booking convenience, concessional airfare, timings and

customer care are the reasons that respondents may shift from one brand to the other. It is understood clearly

these are the strong reasons for the customer to stay with a brand or to shift to next brand. Henceconsidering these factors strategies need to be framed in order to retain the customers and to createcompetitive edge on a particular brand.

Finance is considered to be most important for any business operation, brand managers while building the

brand need to be more conscious in understanding the financial flow of their business, has to do periodic

analysis, accordingly framing of pricing, quality of service and promotional strategies will enhance the brand

name and makes the business to be profitable and sustainable one. The resultant will be good brand

performance; positive identity for the brand, the brand will be having real loyal customers and ends up with

highest resonance towards the brand. Hence for the long term sustainability of a brand, to take thebrand to be a cult brand it is important to mirror the brand from all the perspectives periodically.

The logo of Kingfisher and the mascot of Air India are quite popular in comparison with the logo of Jet

Airways. This might be the reason the brand holds less salience. To improve the brand salience, themanagers have to either display their logo prominently in their advertisements or develop a newmascot and promote aggressively. This will give a better brand identity.

Airline brands like Jet Airways and Kingfisher Airlines have segmented their offerings as business class,

economy class etc., to offer customized services based on price differentiation and also in order to

concentrate the mass market like Spice Jet and Indigo do in domestic market. Brand managers may keep on

sense the pricing strategies of the competitive brands and highlight the uniqueness through their offerings.

Brand like Jet Airways has high symbolic image, and customers associate this brand as close to heart and

mind, strongly recommend this brand to others, etc., the brand managers of Jet Airways may adopt strategies

in such a way the resonance feeling the customers’ hold should be for long term. The managers shouldfocus on customer retention strategies in order to boost their image.


Customers felt that Air India as most trust worthy brand, being the brand near about a century,

the brand is known as Indian Airlines, pioneered by TATA, runs under public sector, and now the

brand is making loss. This is because of lack of concentration on the financial operations and

customers perception and not because of the reason of less demand. Customers’ frequency of travel

is very much in Air India, and particular group of people always prefers to travel in Air India for the

reason of the high reputation the brand holds in their mind. Air India connects all the domestic

airports which cannot be said for its competitors. But the Air India lacks professionalism when it

comes to cabin crew, comfort seating arrangements, poor in-flight experience, these things has to be

improved for the brand to attract customers.

Most importantly, some of the features of Air India weren’t more attractive to compete with other brands.

Air India’s Maharajah mascot was successful all over the world. Efforts have to be made in such a way for all

the features of the airlines. Features like airhostess appearance, in-flight services, seating comfort weren’t

much attractive to the customers. Brands like Jet Airways and Kingfisher Airlines airhostesses’ average age

group falls less than 25, whereas for Air India it is above 28 years. Another important factor is, it still

primarily maintains the dress-code of sari for its air hostesses. This traditional approach is now facing more

and more competition from other airlines who are adopting a more western dress-sense of skirts, trouser-

suits plus younger and more glamorous staff. Air India had implemented this strategy but still it does not

touched the perceptual part of the customers.

Next to this are in-flight services such as cabin crew and seating comfort provided by Air India are not

considered to be good in comparing with other airline brands. Hence, efforts should be taken by Air Indiain highlighting their quality of customer services. It should also understand the need andexpectations of the customers and should fill the gap so that it reaches the customers mind.


6.6.2 For Brand Managers and Marketing Strategists

‘A brand is a sustained delivery of trust’ and it is easier claimed in advertising than actually delivered.

During the pioneering stage of any brand, it is important to create more awareness of the brand. Promotional

strategies adopted by the airline brands have good impact in communicating the brand knowledge in the

minds of the target audience. Brand like Jet Airways, is considered to be a sustained delivery of trust like and

it is proved through brand resonance pyramid. Even for a successful brand, forever to sustain in the market,

customers’ awareness is required for ever. Hence, the brand managers need to concentrate inintegrated marketing communication strategies which create continuous drumbeats about thebrand.

The study proved that the three factors customer judgment, customer feelings and brand resonance are

significantly influencing the overall satisfaction of the respondents with regard of Air India and Kingfisher

Airlines. For the market leader, Jet Airways the extent of influence varies with that of customer judgment on

brand where the brand is perceived as top of the mind. The brand has strong customer feelings and brand

resonance which directly influence the overall satisfaction. This proves the brands’ position in CBBE

pyramid and the association between the dimensions. Hence, positioning strategies adopted by themarketers need to focus on the relationship of the dimensions so that the brand moves up to theposition of brand resonance.

A brand is said to have resonance, if it holds top of mind position in the customer’s mind and close to

heart situation. Brand managers have to coin their brand building strategies in order to create imageand identity based on the core values and quality of the brands. This will create a positive perceptual

image in the minds of the customers which becomes a strong foundation for a brand to gain customers’

resonance.

The trajectory of a brand to reach customers’ resonance is mainly based on two paths cognitive based

approach and affective based approach. As specified in the conceptual chapter cognitive approach is based on

creating the paths through brand salience – brand performance – brand judgments and brand resonance.

Whereas affective approach is based on brand salience – brand imaginary – brand feelings and brand

resonance. It is conceptually proved that a brand which is successful in both the paths will become the star

brand or power brand. This has proved through the research study and the brand resonance pyramid shows

clearly that, Jet Airways holds good customer image in both cognitive and affective path and possess


maximum brand resonance. Hence it is recommended, when a brand is in early growth stage, thebrand managers should adopt strategies that fulfill the elements of cognitive based approach,whereas in later growth stage of a brand in its life cycle should visions to create symbolic image of abrand by following affective path.

Today, in this contemporary marketing scenario, creating a positive customer perception for a brand is a

great challenging one. This is even tougher for service rendering industries. It is even toughest to sustain it for

a longer period. One way airline industries are doing by segmenting into luxury class and economy class by

price variation and service process. Here comes a question whether this move is enough? Even though the

service sectors are focusing on the quality of service, the extent of customized service is considered to be

more vital. To achieve this and for longer sustainability of brand, the strategists should identify thetouch points of the customers and need to tap frequently and make drum beats in the market, sothat the customers listens to and watch the brand, so that the brand can withhold the position ofpower brand and high brand resonance customers.


6.7 Future Research

Research indicates that companies engage in brand equity research to enhance company value and build

long-lasting customer loyalty. Furthermore, researchers may gauge the bottom-line benefits of brand equity

investments by assessing stock performance correlation, brand valuation, and price premiums. The brand

equity consists of assets and liabilities associated with brand names and symbols. Companies seeking to build

brands typically measure equity using qualitative consumer-driven factors, while companies seeking to

understand current brand profitability may focus on quantitative data-driven factors. Leading companies

combine the complementary consumer- and data-driven approaches and integrate regular financial valuation

with consumer perceptions of the brand to reach a more holistic view of brand equity.

The concept and model can be made applicable to all product manufacturing and services rendering sectors.

Further research may be done in knowing the customers preference and resonance with regard to all other

sectors. In-depth analysis may also be done with regard to all other airline brands testing with other models

of brand equity.

The advantage of the current study is that it captures detailed insights and key lessons from the field with

regards to brand equity should be conceptualized and measured, by investigating real brands with service

sectors. This study is both accessible and appropriate for marketing practitioners because, Keller’s CBBE

model can be adopted for knowing their brand’s resonance.


6.8 Conclusion

To conclude the study, brand equity may be data driven or customer driven, but both are inter related. To

know about a brand it is important to focus on financial valuation and consumer perceptions of the brand to

reach a more holistic view of brand equity. The present study findings are purely based on the customer

perceptions of the brand. Jet Airways is positioned high and holding maximum customers’ resonance and

strong in both cognitive and affective approach of the brand. Even though Air India & Kingfisher Airlines

are not finance position is not appreciating one, as per the customer opinion, Kingfisher Airlines is one of the

top of mind brand, which is most familiar, known for fun and excitement among all the group of people.

Similarly, Air India is for reliable and trust worthy brand and is known for ethical practices. Hence, whatever

may be the customer’s preference; the brand gains in short run may not develop resonance or equity. In this

contemporary marketing scenario, any single brand sold to a customer is holding equity. In case of brand

resonance or equity from the customers’ perspective, the brand occupies the top of mind; they strongly

recommend the brand, feel loyalty and trust worthy and so on. The research study bring to a close by

identifying that Jet Airways is most preferred brand and have high customers’ resonance in the Indian

domestic aviation sector.

For the researcher, this research study brought a deeper insight into the field of brand management, especially

in brand resonance and equity. This knowledge instills so many thought provoking research ideas and will be

carried on in the near future. Making a customer & keeping him for long time for our brand and our

company is through implementing best brand building strategies that suits current marketing situations. The

brand managers should focus on developing usage and user image for their brands. For a brand to be

successful it should possess high functional value and symbolic value from the customer’s perspective.

Hence, Constant look at the market, communicating the brand’s presence to the Customer’s repeatedly, will

create strong positive value in their minds and it becomes ‘Top of mind brand’.

It is further concluded by quoting …..,

“Branding strategies can be effectively applied based on the emotions and thoughts of the customers

to achieve Brand Resonance”.


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