Consumer Behavior: Segmentation, Targeting, And Positioning

Consumer Behavior

Key External Factors. The airline industry is susceptible to changes in the environment that stem from natural causes and man-made causes. As with any transportation industry, a fundamental and consistent external factor that influences the airline industry is weather. Many other external factors can be ameliorated to one degree or another by direct action of the airline companies. Weather triggers unavoidable adjustments and accommodations, many of which are the bane of airline customers and airlines alike. Additional external factors that the airline industry cannot influence to any great degree include the cost of fuel and the cost of labor. The Air Transportation Association reports that the primary expense of running an airline is the cost of paying the wages and salaries of pilots, flight attendants, reservations or check-in and ticketing staff, baggage handlers, customer service representatives, dispatchers, marketing and sales, IT staff,...
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