P/M/416. Dissertation. Consumers buying decisions: choice of an airline

The dissertation aims to identify what influences consumers buying decisions about the choice of an airline. An extensive review of literature touches upon the theories of consumer decision-making process (CDMP), buying behaviour and information search including criteria in airline choices. Research methods combine primary data collection (questionnaires, interviews) with qualitative and quantitative analysis focusing on objectivity (positivist approach). A detailed description of the study based on Guernsey Airport and Flybe airline is presented; recommendations are made about including the research findings into Flybes marketing strategy.