Air Asia Consumer Buying Process

Air Asia Consumer Buying ProcessIntroductionThe Slogan of AirAsia goes as Now E very(prenominal) sensation Can Fly. It is now the kick ining air itinerary that was established in the year 2001 with the dream of making flying come-at-able and achievable by everyone around any corner of the world. AirAsia managed to become one of the leading air lane business service providers despite facing the difficulties during the period of recession. They managed to create route networks that pass across more than 20 countries which enables the consumers to gain a motion around the globe. The vision of the leading airline company AirAsia is to be the largest grim price airline in Asia and table service the 3 billion people who be currently underserved with poor connectivity and exalted f ars. This shows that the airline is focusing on the middle income earners as their target market.The com flushings of the AirAsia depart be inspiring to many companies. ane of the core mission of the airline company is to be the best company to work for whereby employees are handle as part of a big family. Besides that, another mission of the company is to create a globally recognized ASEAN brand. This depart be a proud statement for the company that originates from Malaysia which enables the country to rise high 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 public lecture beca intent the one way tag ends are sold at a noteworthy price of RM 1 As the Marketing Director of AirAsia, the task has been apt(p) by the Managing Director to explain the impact of consumer debaseing process and its industry to a seller.2.0 Definition of Consumer Buying ProcessConsumer buy process is manifestly the factors that influence the buyer to buy and consume received crossing and go. The consumers get out be facing some external and internal influence factors that shop them to buy a certain product. The definition of consumer buying process goes as the buying fashion or the acts of people when it comes to buying a certain product or serve. In this case, it is the consumer buying process or behavior when it comes to buying or using the AirAsia work. (Hammond, James. 2008)3.0 phase angles of the Consumer Buying Process.As in that respect are phases when it comes to a product development, same goes to the consumer buying processes consist of six arcdegrees. The wind up result allow for be the obtain of the product or services but not all the consumers result be end up buying or purchasing the product but for a superior general assumption this is the stages that is involved when it comes to consumer buying behavior. The main six stages are riddle recognition, information search, evaluation of alternatives, purchase determination, purchase and post purchase evaluation. (Hammond and James. 2008)3.1 original submit Problem or Need Recognition.As the n ame declare it is the problem and the fill recognition for the consumers in order to identify how to authorize the particular problem or need. This is where they will be looking for a services or product that can enlighten their problem easily. The consumers will be facing problems such(prenominal) 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 well-nigh 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. (L tied(p)thal and Richard. 2006)3.2 Second Stage Information SearchIt 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 some(prenominal) alternatives of products or services. For an examp le, consumers can get more information about AirAsia by newspapers that have the advertisements of AirAsia. Besides that, consumers can find the information that they need by means of the website of AirAsia. Another form of information research that will be useful is through the Opinion Leaders where most consumers claimed to buy the tickets after earreach the experience of other consumers consuming the product or service. (Danziger and Pamela . 2006)3.3 Third Stage Evaluation of AlternativesAs the name suggests, the consumer will be evaluating all the possible alternatives or the services available through comparison method of price, gauge and the services being offered in a way that can solve the need or problem of the consumer. on that point 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 bribe DecisionThis 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 fewer 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 PurchaseThis stage will be the part where the consumer buys the service or the product. The cash 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 reservation that allows them to choose the date with their own pace. The consumers can purchase the ticket months out front 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 disturb 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 ImpactFrom the aspects of personal there are many things that affect the consumer decision as their demographic factors, their sex, trust 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.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 fond FactorsSocial factors will be external factors that affect the consumer to buy a certain product or services. Some of the social factors are the judgment leaders, persons 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 coat to a marketer.As a Marketing Director of AirAsia, there are several applicati ons that can be made to jibe the consumers are live up to and will buy the services more frequently.5.1 Marketing MixOne of the ways of doing it is through the alteration of merchandise 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 StrategiesBesides 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.6.0 ConclusionConsumers have the rights to enjoy perfect and whole step 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 dissatisfacti on 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 sagaciousness 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. Moreove r Air Asia will have greater good in terms of their weaknesses and focus on consumers needs and requirements by touch customer satisfactions.