The Influence of Pricing Strategies on Consumer Behaviour of Passenger Airlines at Wilson Airport

Abstract

This study sought to fill an identified gap concerning the impact of pricing strategies on passenger behavior within the aviation sector at Wilson Airport. The primary objective was to examine how different pricing strategies influence consumer decision-making processes. Data collection employed manually administered questionnaires targeting passengers of five scheduled airlines operating at Wilson Airport, excluding cargo and charter services. A convenience sampling method ensured proportional representation from each airline, acknowledging the security constraints of the airport environment. The study targeted 384 respondents, calculated based on the annual passenger volumes of the selected airlines. Descriptive statistics were applied to summarize the data, while correlation analysis investigated the relationship between pricing strategies and consumer behavior. The findings revealed a significant influence of pricing strategies on passenger decision-making, especially among price-sensitive travelers. The results provide valuable insights for airline marketing professionals, highlighting the interplay between pricing approaches and consumer responses within the local aviation market. The study underscores the need for strategic refinement of pricing models to enhance market share and achieve competitive advantage. Future research could extend this analysis to legacy airlines, whose extensive networks and diverse service offerings require advanced pricing frameworks for revenue optimization.