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Marketing Research Course National Chiao Tung University By: Hendrik Li IIM / 9637533.

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Presentation on theme: "Marketing Research Course National Chiao Tung University By: Hendrik Li IIM / 9637533."— Presentation transcript:

1 Marketing Research Course National Chiao Tung University By: Hendrik Li IIM /

2 Research Background The growing of LCC in the airline industry around the world Right now Taiwan doesn’t have LCC airline Taiwan market’s characteristics VS LCC’s characteristics

3 Research Hypotheses H1. Price of LCC affect the Taiwan market to choose LCC H2. Promotion of LCC affects the Taiwan market to choose LCC H3.Service of LCC affects the Taiwan market to choose LCC H4.Quality of LCC affects the Taiwan market to choose LCC

4 Research Model

5 Methods and Limitations Qualitative approach (Secondary data) Quantitative approach (Questionnaire) Methods Secondary data Respondents Limitations

6 Literature Review Definition of LCC airline that offers generally low fares in exchange for eliminating many traditional passenger services History of LCC Pacific Southwest Airlines in the United States, which pioneered the concept in 1949

7 Literature Review

8 Data Result & Analysis

9 Regression Analysis This study is using linear regression analysis to verify whether research hypotheses are supported or not supported.

10 Regression Analysis And Using the enter method, a significant model emerged (F=3.530, p < 0.05, Adjusted R square =.187). Significant variables are shown as

11 Hypotheses Testing Finding: Price, promotion and service was not significant predictors (independent variables) to this model (H1, H2 and H3 are not supported) Quality was a significant predictor (independent variables) to this model (H4 supported)

12 Research Conclusion Price of LCC didn’t have an influence for the Taiwan market to choose LCC H1 of hypotheses is not supported Promotion of LCC didn’t have an influence for the Taiwan market to choose LCC H2 of hypotheses is not supported Service of LCC didn’t have an influence for the Taiwan market to choose LCC H3 of hypotheses is not supported Quality of LCC has an influence for the Taiwan market to choose LCC H4 of hypotheses is supported Price of LCC doesn’t affect the Taiwan market to choose LCC Promotion of LCC doesn’t affects the Taiwan market to choose LCC Service of LCC doesn’t affects the Taiwan market to choose LCC Quality of LCC affects the Taiwan market to choose LCC

13 THANK YOU and have a nice FLIGHT


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