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The Slogan of AirAsia goes as ‘Now Everyone Can Fly’. It is now the leading airline that was established in the year 2001 with the dream of making flying possible and achievable by everyone around any corner of the world. AirAsia managed to become one of the leading airline service providers despite facing the difficulties during the period of recession. They managed to create route networks that cover more than 20 countries which enables the consumers to travel around the globe. The vision of the leading airline company AirAsia is to be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. This shows that the airline is focusing on the middle income earners as their target market.
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The missions of the AirAsia will be inspiring to many companies. One of the core mission of the airline company is to be the best company to work for whereby employees are treated as part of a big family. Besides that, another mission of the company is to create a globally recognized ASEAN brand. This will be a proud statement for the company that originates from Malaysia which enables the country to rise higher in global arena. Another mission of AirAsia is to attain the lowest cost so that everyone can fly with AirAsia. They are actually flying their talk because the one way tickets are sold at a remarkable price of RM 1 As the Marketing Director of AirAsia, the task has been given by the Managing Director to explain the impact of consumer buying process and its application to a marketer.
2.0 Definition of Consumer Buying Process
Consumer buying process is simply the factors that influence the buyer to buy and consume certain product and services. The consumers will be facing some external and internal influence factors that make them to buy a certain product. The definition of consumer buying process goes as the buying behavior or the acts of people when it comes to buying a certain product or services. In this case, it is the consumer buying process or behavior when it comes to buying or using the AirAsia services. (Hammond, James. 2008)
3.0 Stages of the Consumer Buying Process.
As there are phases when it comes to a product development, same goes to the consumer buying processes consist of six stages. The end result will be the purchase of the product or services but not all the consumers will be end up buying or purchasing the product but for a general assumption this is the stages that is involved when it comes to consumer buying behavior. The main six stages are problem recognition, information search, evaluation of alternatives, purchase decision, purchase and post purchase evaluation. (Hammond and James. 2008)
3.1 First Stage – Problem or Need Recognition.
As the name suggest it is the problem and the need recognition for the consumers in order to identify how to solve the particular problem or need. This is where they will be looking for a services or product that can solve their problem easily. The consumers will be facing problems such as the ticket price is very high. The price of the AirAsia ticket is cheaper compared to Malaysian Airlines and other airlines. Another problem that most consumers will face is the facilities that they can enjoy. Seem to be that the price is low for AirAsia ticket, the seats are too small and the consumers will not be able to sit comfortably. (Leventhal and Richard. 2006)
3.2 Second Stage – Information Search
It is the stage where the consumer will do his research about the product or services that can help to solve problem or the need of the consumer. A very good information research will lead the consumer to several alternatives of products or services. For an example, consumers can get more information about AirAsia through newspapers that have the advertisements of AirAsia. Besides that, consumers can find the information that they need through the website of AirAsia. Another form of information research that will be effective is through the Opinion Leaders where most consumers claimed to buy the tickets after hearing the experience of other consumers consuming the product or service. (Danziger and Pamela . 2006)
3.3 Third Stage – Evaluation of Alternatives
As the name suggests, the consumer will be evaluating all the possible alternatives or the services available through comparison method of price, quality and the services being offered in a way that can solve the need or problem of the consumer. There are many alternatives for consumers in the airline market such as Malaysian Airlines that can travel almost all parts of the world whereby the consumers who wants to travel to United States will not be able to enjoy the service through AirAsia because AirAsia does not offer route to that country. This will make the consumers to find an alternative such as Malaysian Airlines. (Danziger and Pamela . 2006)
3.4 Fourth Stage – Purchase Decision
This is where the consumer takes the decision to buy the services from a certain company after a deep evaluation and comparison. The consumers can buy the AirAsia tickets in a few methods such as through online purchase where the consumers can buy the ticket based on their preference and need. The consumer can even buy the tickets at their nearest AirAsia ticketing centre where the consumers can book the ticket and even purchase it with the information and support given by the salesperson. (Leventhal and Richard . 2006)
3.5 Fifth Stage – Purchase
This stage will be the part where the consumer buys the service or the product. The money is given for the service or the product that the consumer is going to consume. The consumers can buy the ticket of AirAsia by using their credit card where most consumers prefers online booking that allows them to choose the date with their own pace. The consumers can purchase the ticket months ahead of the date that can be done at the ticketing counter or online that is available in most parts throughout the country. (Wright and Len Tiu. 2006)
3.6 Final Stage – Post Purchase Evaluation.
To say it simple it is the outcome of the purchase of the product or services for the customer. Whether it is a satisfaction or dissatisfaction for the consumer. Consumers can even choose the meals that they prefer to have during their flight hours. This enables the consumers to make their journey a satisfactory journey that gives comfort and pleasure travelling by AirAsia. (Wright and Len Tiu. 2006)
4.0 Impact of consumer buying process.
There are few impacts of consumer buying process or behavior. The impacts are from personal, psychological and also social.
4.1 Personal Impact
From the aspects of personal there are many things that affect the consumer decision as their demographic factors, their sex, religion and also their race. Even their family also will affect their decision greatly. When it comes to buying AirAsia ticket, family members will tend to induce to buy for the low price.
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4.2 Psychological Impact.
There are few categories involved under the psychological impact as the motives of the consumer, the perception of the buyer, the ability and the knowledge of the user, the attitudes, the personality and also their lifestyle. This will be giving a greater impact to the decision process of the consumer.
4.3 Social Factors
Social factors will be external factors that affect the consumer to buy a certain product or services. Some of the social factors are the opinion leaders, person’s family, reference groups, social class and culture. They play an important role in the decision of the consumer to buy a certain product or services.
5.0 Application to a marketer.
As a Marketing Director of AirAsia, there are several applications that can be made to ensure the consumers are satisfied and will buy the services more frequently.
5.1 Marketing Mix
One of the ways of doing it is through the alteration of marketing mix according to the need and purpose of the consumers. The marketing mixes that as a marketer can use is the price, place, product and promotion.
5.2 Marketing Strategies
Besides that, a very good marketing strategy will help the firm to attract more consumers. The marketer can analyze from where and what source of advertisements attracts the consumers and maintain the same concept which will be a guaranteed way of attracting more and more consumers that will lead to the profit and the success of the firm.
Consumers have the rights to enjoy perfect and quality services for the price that they pay to companies. As the Marketing Director of AirAsia, the services that are being offered by AirAsia is solely for the satisfaction of the consumers and whenever there are some dissatisfaction in the service, immediately we will try to make changes to ensure the consumers get what they want. The buying process of the consumers have a greater impacts on marketing such as product price place and promotion. They way the consumers react to our services make us to be able to make changes and advertisements in the way that would ensure the consumers would like to get information.
Therefore, besides profit, one of our ultimate goals is to give a satisfaction for more than what the consumers pay. By understanding the consumer buying process it will be able to reach AirAsia mission in future. Besides that Air Asia can accomplish their goal and objective by analyzing the consumer buying process which involves the six stages and the impact which consist of personal, psychological and social. Each stages able to identify consumer reaction or behavior towards the services. In addition by analyzing the trend and growth AirAsia can be a benchmark among the airlines industry. Moreover Air Asia will have greater improvement in terms of their weaknesses and focus on consumers’ needs and requirements by fulfill customer satisfactions.
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