Special Report
Branded products: any difference?
We are delighted to be working with Stuart Logan who is currently undertaking a Phd in Consumer Science through the University of Pretoria in South Africa
For the last 10 years Stuart has been working with one of the world’s leading airline caterers and during this time he identified a gap in our industry with
regards to education and scientific research. That gap is how to measure satisfaction on board an aircraft where the choice is limited and the environment is captive. His Phd is headed: Consumer perceptions
and passenger behaviour towards branded products on board an aircraft. Through scientific research Stuart hopes to evaluate whether brands play a role within the consumer’s experience on board an aircraft and if they can generate further on board sales. Do they have a psychological attribution to the travel journey and/or will a brand encourage passenger loyalty? With the blessing of Carl Gissing, Stuart is using Thomson Airways for his research.
But what does this mean? Within the study Stuart will look into various ‘influences of choice’, that passengers have on board an aircraft and bring these together in a more integrated framework, whilst trying to understand how people make choices about food products given that there are a few built in pre-dispositions in humans to choose particular types of food or sensory experiences as most food choice is learned both during early child hood and also from experiences later in life. Having said that there is a wider angle to explore: the relationship between mood and food choice, food cravings and social influences on food choice.
“Stuart hopes to evaluate whether brands play a role within the consumer’s experience on board an aircraft and if they can generate further on board sales. ”
The objective is to fully understand the
meaning of airline brands, the products on board. Where the airline is positioned today and where it wants to be in three years’ time. Making sure the brand offering is in line with
the expectations for the value of the airline’s brand, whilst understanding what the brand offering is, what it needs to be and how to best satisfy the passengers in today’s world. The result will allow airlines to better
Way better consulting advice, way less cost
If you’re unhappy with big-name consultants, AirLearn can help with service design and delivery, communications of all kinds, and a range of marketing and operations solutions. You’ll get 41 years of airline experience, not some kid fresh from school. You’ll get someone who knows tough competition. And you’ll get a 100% satisfaction guarantee – if you’re not happy, you don’t pay*. E-mail or call
Rob.Britton@
AirLearn.Net • 001 214 564 9246 * Less actual expenses; other conditions apply.
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www.onboardhospitality.com
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