Online-purchasing of airplane e-tickets: socio-demographic impact

Abstract

The goal of the work was to analyze the impact of social-demographic factors on consumer behavior in the online-purchase of airplane e-tickets. In order to fulfill this goal three tasks were set: Identify factors influencing the online-purchase customer behavior, based on the analysis of contemporary literature; illustrate peculiarities and describe competitive landscape of Russian airplane e-tickets market; conduct the empirical research and make recommendations to e-tickets services based on results. Primary data received through the empirical research allowed to make a conclusion, that there is significant connection between social-demographic factors and features of the e-tickets web-service, that are perceived by customer as important or unimportant. It was identified, that the most important factors, that determine consumer’s behavior in this sphere are income and gender. Based on the results of the research recommendations for e-tickets companies were given. It is suggested to the companies to combine these recommendations with the data about their target customers to make the web-service more effective.