Posted on 7th Nov 2024 12:44:11 AM Marketing
Introduction
Biman is the national carrier of the People's Republic of Bangladesh. The corporate body is "Bangladesh Biman Corporation" doing business as Biman Bangladesh Airlines. Biman is a member of IATA. Incorporated in Bangladesh, it came into being on January 04, 1972 initially with a Second World War vintage Dakota, DC-3, gift from the Air force.
Despite constraints, Biman embarked upon an ambitious program of route expansion. Subsequent to commencing flights and ethnic destinations, Biman also focused on tourist traffics. Biman has built its own ancillary and maintenance facilities.
Biman Flight Catering Center (BFCC) - a modern flight kitchen of the airlines, has the capacity of producing 8500 meals a day and is providing excellent cuisine not only to Biman but also to other international airlines such as Aeroflot, Gulf Air, Iran Air, Qatar Airlines, Druk Airways, Dragon Airlines, which are operating through Dhaka.
The airlines reservations and departure control other communications system as Ill have been fully computerized. Biman is continuously making efforts for office automation in order to improve the traffic productivity. It is also making efforts to introduce Computerized Revenue Accounting System in order to raise real revenue.
In addition to Biman's own Aircraft the experienced ground handling unit’s also providing support for number of Foreign Airlines at Zia Int'l Airport. Namely, Aeroflot, Alitalia, British Airways, Dragon air, Druk Air, Emirates, Gulf Air, Indian Airlines, Iran Air, Korean Air, Kuwait Airways, Malaysia Airline System, Oman Air, PIA, Qatar Airways, Saudia, Singapore Airlines, Srilankan Airlines, Thai Airways etc.
Biman is pleased to offer a fine array of duty-free goods on its international flights. You will find your shopping guide in your in-flight magazine which is located in the seat pocket.
Biman offers extensive in-flight entertainment for your enjoyment on International Flights. A fine selection of variety Audio Program in English, Bengali & Hindi language is also available on board. Also a variety of Video Program in Bengali language covering Bengali Feature Film, popular entertainment Shows, Drama serial and much more available on board. Biman is currently offering basic frequent flyer plan. Later this year Biman will introduce online frequent flyer scheme and will continue to improve services and performance to attract passengers who would choose Biman for their second journey.
Statement Objectives
This term paper covers a detailed study of marketing research of International flight passengers of Biman Bangladesh Airlines. The main objectives are to know International Flight passengers opinion about the Biman Bangladesh Airlines.
Methodology
To complete this research I have used the qualitative method of research. I have used the textbook for Marketing research and the course lectures. I have interviewed some Biman officials to get some idea of what Biman is doing right now for its consumer’s service and promotional activities. Then I have summarized the interview and integrated it with our perception, knowledge and research plan.
a) Research Design
A research design is the specification of methods and procedures for acquiring the information needed to solve problems. Designs may be identified as exploratory, descriptive and causal.
I have used exploratory research for marketing research of consumer satisfaction of Biman Bangladesh Airlines which is based on nature because exploratory research is used to gain ideas and insight to define the problem and suggest hypotheses. It is particularly helpful in breaking broad, vague problem statements into smaller, more precise problem statements.
I have also design this research in statistical method because the method usually implied a “survey” is referred to. These techniques are used to analyzing the data collected by interviewing.
b) Data Collection Methods
I have collected two main sources of data - primary and secondary.
Primary Research
Primary research is conducted from scratch. It is original and collected to solve the problem in hand. There are many was to conduct primary research. I consider some of them:
· Interviews
· Telephone Interviews
· Face-to-face Interviews
· The Internet
Secondary Research
Secondary research, also known as desk research, already exists since it has been collected for other purposes. Secondary (or desk) research uses data that has been collected for other objectives than your own i.e. it already exists. I consider some of them:
· Biman in-flight magazines
· Websites
· Informal contacts
· Business libraries
· Professional institutes and organizations
· Previously gathered marketing research
· Public records
c) Sampling
Here in marketing research of consumer satisfaction on Biman Bangladesh Airlines, I have to use simple random sampling because it is the easiest probability sampling method to understand. It will serve as a vehicle for introducing some of the more complicated ideas involved in drawing inferences from sample.1 I selected the consumers who are using Biman Bangladesh Airlines as a sample type and also select 80 populations as my sample size.
d) Fieldwork
For accomplishing the research process on consumer satisfaction of Biman Bangladesh Airlines, I always try my best effort to collect the information accurately. I have done my field work in Dhaka city as Biman Bangladesh Airlines located on there.
e) Analysis and Interpretation
In analysis of International flight passengers of Biman Bangladesh Airlines, I have figured out those highest passengers whose age group is 40 to 49 and list age group is below18. In addition, highest 40% passengers are post-graduate, 27.5% are graduate. Among the passengers 86.25% are male and 13.75% are female. Highest 40% passengers involved in business profession and 17.5% passengers whose income level is 50 to 59(monthly).
Limitations
Every research has some limitations. I also was facing some problems. Few respondents cannot know English. So they cannot ansIr the questions accurately. Some respondents confused to select their income level because they have no income level.
Findings
From the above analysis I figure out the following assumption on consumer satisfaction of International flight passengers of Biman Bangladesh Airlines:
· 43% passengers give their response that fare of Biman is cheaper than other airlines.
· 57.5% passengers give their response that booking convenience are easy and available process.
· 41.25% passengers give their response that customer services are average and 37.5% response as a good.
· 46.25% response average in aircraft interior and 16.25% response as an unsatisfactory mark.
· 43.75% response average in aircraft comfort ability and 38% response as a good.
· 43.75% response good in hospitality of Biman Bangladesh Airlines.
Conclusions and Recommendation
Biman Bangladesh Airlines is the national airlines company of Bangladesh. Moving forward, I have found that Biman has a very good Brand Personality, though, unfortunately, the product is not very Ill positioned in the consumers’ perception. While, doing this research, I have found that Biman Bangladesh Airlines cannot satisfy their passengers properly through their service, scheduling, comfort etc. They should improve their services and other facilities.
Recently, Biman is committed to continue to improve passenger services and performance to attract its loyal customers. Biman is now paying attention to making the airline more attractive to the traveling people by fixing the priority on two objectives. One is to provide more comfort to the passengers and the other is to maintain schedule regularity. The airline has already brought some qualitative changes in its ground and in-flight services. Of late Biman's executive class has been renamed as "MASLIN CLASS".
Keeping pace with trends and technology of the time along with a perspective plan for the future which embraces all aspects of an international airline and overall improvement in situation the carrier is now confidently looking forward to the future.
End Notes
Boyd Harper W., Istfall Jr. Ralph and Stasch Stanley F. Marketing research. USA: Richard D. Irwin, Inc. Seventh edition.2002.P-362.
Bibliography
Boyd Harper W., Westfall Jr. Ralph and Stasch Stanley F. Marketing research. USA: Richard D. Irwin, Inc. Seventh edition.2002.
Periodicals and Journals
Handbook, Booklets, Leaflets.
Diganto, “Biman Bangladesh Airlines In-flight Magazine,” 43.
Websites
1. bimanair.com
2. airlinequality.com/index.htm
3. trochim.human.cornell.edu/kb/index.htm
4. marketingmasters.co.uk/geoff/marketing research handout.doc
5. knowthis.com/research/marketingresearch.htm
6. quickmba.com/marketing/research/
7. fao.org/docrep/W3241E/w3241e02.htm
Appendix
XYZ UNIVERSITY
MBA, 1 Batch, Dhaka.
Study of Consumer Satisfaction
Survey Form
Biman Bangladesh Airlines
Please complete the following points:
Please (tick) only one:
· Name of the passengers: --------------------
· Current age: * Below 18 * 18 - 29 * 30 - 39 * 40 - 49 * 50 - 59 * Above 60.
· Educational Background: * S.S.C * H.S.C * Graduate * Post – graduate * Others: -----
· Marital status: * Single * Married
· Occupation: * Business * Private * Unemployed * Government * Student * Others.
· Income level (Monthly): *10,000 - 19,000 * 20,000 - 29,000 * 30,000 - 39,000 * 40,000 - 49,000 * 50,000 - 59,000 * 60,000 - 74,000 * 75,000 above taka only.
· Fare: * Cheaper * Expensive * Affordable * Economic * It should be cut off the price.
· Booking convenience: * Available process * Not available * Complex * No comment
· Customer services: * Excellent * Good * Average * Unsatisfactory * Poor
· Aircraft interior: * Excellent * Good * Average * Unsatisfactory * Poor
· Foods: * Excellent * Good * Average * Unsatisfactory * Poor
· Hospitality: * Excellent * Good * Average * Unsatisfactory * Poor
· Aircraft comfort ability: * Excellent * Good * Average * Unsatisfactory * Poor
· Observe respondent’s sex: A. Male B. Female
Thank Respondent for Participating
Marketing, Research, Customer, Satisfaction, International, Flight, Passengers, Biman, Bangladesh, Airlines
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