A STUDY ON EFFECTIVENESS OF SALES PROMOTIONAL ACTIVITIES WITH REFERENCE TO AIR-INDIA LIMITED

Abstract

The study aims to explore the effectiveness of sales promotional activities of the airlines AIR-INDIA by analysing the various sales promotional activities carried out by Airindia such as Flying returns, Companion free scheme, Preferred seat selection, Special row for women, Fly for sure, Concessionary fares, Ghumo India scheme, etc., by taking primary data  using a questionnaire to the passengers which clearly imparts the preference, the opinion of the passengers regarding the airline and its sales promotional activities. All the data are then analysed using the SPSS software where percentage and frequency analysis are used. Apart from that Chi-Square test and ANOVA test are also being used for analysis. Graphical representations are also been used to have an easy understanding of the how many people prefer what kind of promotional schemes, services and how many are aware of the schemes of the airlines . The total Population taken for this analysis is 145. All this above test are used to analyse how sales promotional activity of Airindia is depicted in the Air travel passengers and gives the idea how and which sales promotional activity of Airindia should be improved