Marketing Mix Factor and Consumer Behavior of the Low-Cost Airlines Service

Abstract

This research aimed to investigate the relationship between attitude towards marketing mix and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 400 sampled of the passengers who have ever used the low-cost airline services based in Bangkok, Thailand. The descriptive statistics shown that the respondents had attitudes of the marketing mix of low-cost airlines included products and services, prices, distribution channels, marketing promotion, personnel or employees, service process and physical attributes at the moderate level. The research results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the marketing mix of the low-cost airline services in the aspect of personnel or the staff and physical evidence had not related to the consumer behavior on the aspects of duration of service and frequency of service.

Keywords— Consumer behavior, Marketing mix, Low-Cost airlines