EFFECTIVE MARKETING STRATEGIES FOR AIRLINES OPERATING IN ENUGU METROPOLIS

(A CASE STUDY OF EXECUTIVE AIRLINE SERVICES)

By

NWORUKA NKIRU .A.

Presented To

Department of Marketing

This research work titled “Effective Marketing Strategies for Airlines Operating in Enugu Metropolis (A Case Study of Executive Airline Services) was carried out with some of the following objectives: -

•    To find out if the customers are satisfied with the quality and availability of EAS.
•    To identify and evaluate the marketing strategies used by EAS.
•    To determine whether Airline users are satisfied with the fare charged by Executive Airline Services
•    To recommend the appropriate measures aimed at improving the marketing strategies used by Executive Airline Services.
•    Based on the above objectives, the researcher prepared two sets of well structured questionnaires, one for the management and relevant staff and other for the customers of Executive Airline Services (EAS) within Enugu Metropolis.

Extensive literature review was carried out and the sample size of 369 customers determined using Top man’s formular, since the population of management and relevant staff is, the researcher did a census survey.
The four hypothesis formulated were tested using chi-square and data collected were analyzed using tables, percentages and frequencies.
Some of the findings are:

-    That the customers within Enugu Metropolis are satisfied with the quality of EAS, Airline Services.
-    That the marketing strategies adopted by EAS Airline have positive impact on the profit of the organization.  
However, their charges are considered by their customers to be high and their promotional strategies are not effective for creating customer awareness of their services.
Based on the findings, the researcher suggest among others that;
-    The Airline should make their fares to be in line with those of Airline and equally intensify their efforts in their promotional strategies.

    They should always remember that the customer is the king, and the only survival strategy in a competitive marketing environment is the use of effective and efficient strategies, which are both responsive and responsible.

Title Page
Approval Page
Dedication
Acknowledgement
Abstract
Table of Contents

CHAPTER ONE:    INTRODUCTION
1.1    Background to the Study
1.2    Statement of the Problems
1.3    Objectives of the Study
1.4    Formulation of Hypotheses
1.5    Significance of the Study
1.6    Scope of the Study
1.7    Definition of Term

CHAPTER TWO:    LITERATURE REVIEW
2.1    An Overview of Marketing
2.2    An overview of Marketing Strategy
2.3    Product Strategies
2.4    Pricing Strategies
2.5    Distribution Strategies
2.6    Promotion Strategies
2.7    Marketing Strategies used by Airlines
2.8    Marketing Strategies Used by EAS

CHAPTER THREE:    RESEARCH METHODOLOGY
3.1    Sources of Data
3.2    Research Instruments Used
3.3    Population of the Study
3.4    Sampling Technique
3.5    Determination of Sample Size
3.6    Method of Questionnaire Administration or Distribution
3.7    Method of Data Analysis and Treatment
3.8    Limitations of the Study.

CHAPTER FOUR:   
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1    Presentation and Analysis of Data
4.2    Test of Hypotheses

CHAPTER FIVE:   
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1    Summary of Findings
5.2    Recommendations
5.3    Conclusion
Bibliography
Appendix