IMPACT OF PRICE SENSITIVITY ON CONSUMERS’ DECISION-MAKING IN AIRLINE TICKET PURCHASES
DOI:
https://doi.org/10.64415/jgpmc.v4i1.94Keywords:
Airline Ticket Purchases, Alternative Evaluation, Booking Time Sensitivity, Price Sensitivity, Consumers’ Decision-MakingAbstract
This research examines how price sensitivity shapes consumers’ decisions when purchasing airline tickets in Calabar, Cross River State. Its specific focus is on the role of alternative evaluation and sensitivity to booking time. Two null hypotheses were tested: that neither alternative evaluation nor booking-time sensitivity significantly influences ticket-purchase decisions. A cross-sectional survey design was adopted, covering passengers travelling to different destinations through Margaret Ekpo International Airport. Stratified sampling was used to allocate the 400 respondents among Ibom Air, Cally Air and Air Peace. Primary data were obtained with a structured questionnaire and analysed using descriptive statistics (frequencies, percentages, means and standard deviations) and multiple linear regression. The findings show that respondents placed the greatest emphasis on promotional deals and discounts when comparing fares (mean = 4.58), while booking early to obtain cheaper tickets was the highest-rated booking-time behaviour (mean = 3.74). Regression results indicate statistically significant effects for alternative evaluation (p = 0.004) and booking-time sensitivity (p = 0.002), both below the 0.05 threshold. The study concludes that comparing available options and choosing booking times carefully can influence ticket-purchase decisions. Airlines are therefore encouraged to review pricing arrangements and strengthen appropriate discount and promotional programmes to attract and retain customers.
Keywords: Airline Ticket Purchases, Alternative Evaluation, Booking Time Sensitivity, Price Sensitivity, Consumers’ Decision-Making.
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