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Volotea: Business and marketing research project
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Volotea: Business and marketing research project

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MTM IX students have designed a marketing research agenda for tourist companies: here is presented the project on the airline company Volotea. ...

MTM IX students have designed a marketing research agenda for tourist companies: here is presented the project on the airline company Volotea.
www.mtm.iulm.it

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  • 1. In order to find the right target we identified 3 main fields of variables which weconsider determinant for the further analysis:TYPE OFFLYERS
  • 2. 0.01.02.03.04.05.06.0MOST COMMON and PREFERRED DESTINATIONS SOUTH OF ITALYMOST COMMON USED PREFERRED0.01.02.03.04.05.0MOST COMMON and PREFERRED DESTINATIONSNORTH OF ITALYMOST USED PREFERRED
  • 3. CATANIACoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%Intercepción 9,027778 1,121173 8,052082937 3,41026E-09 6,744023162 11,31153SOUTH/NORTH -3,63889 0,721947 -5,040384204 1,76705E-05 -5,109446253 -2,16833LAMEZIACoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%Intercepción 4,881944 1,079821 4,521066848 7,94628E-05 2,68242036 7,081469SOUTH/NORTH -1,65972 0,69532 -2,386992047 0,023066584 -3,076041786 -0,2434VERONACoeficientesError típico Estadístico t Probabilidad Inferior 95% Superior 95%Intercepción -0,11111 0,964003 -0,115260135 0,908959172 -2,074720874 1,852499SOUTH/NORTH 1,555556 0,620742 2,505962851 0,017490637 0,291146158 2,8199650.01.02.03.04.05.06.0MOST COMMON DESTINATIONSTOTAL NORD SOUTH
  • 4. 0.01.02.03.04.05.06.07.0From05:00 to09:00From09:00 to11:00From11:00 to14:00From14:00 to17:00From17:00 to19:00From19:00 to21:00From21:00 to00:00PREFERRED TIME SCHEDULELEISUREBUSINESSTOTAL0.01.02.03.04.05.06.0From05:00 to09:00From09:00 to11:00From11:00 to14:00From14:00 to17:00From17:00 to19:00From19:00 to21:00From21:00 to00:00MOST USED TIME SCHEDULELEISUREBUSINESSTOTAL
  • 5. 01234567-1 1 3 5 7WILLINGNESSTOFLYWITHUSLOW COST FREQUENCYRELATIONSHIP BETWEEN LOW COSTFLY FREQUENCY AND WILLINGNESSTO FLY WITH USFLY WITH USLinear (FLY WITH US)
  • 6. Not sureProbably notMaybeProbably yesWhy not?For sure!
  • 7. In order to provide additional and valuable information to our firm, we also included in thequestionnaire, a section dedicated to the importance that potential customers give to ourdifferent services. In this way, we were able to discover which services are considered moreimportant, so they can be stressed during the advertisement.The result were the following: