Factors Affecting Passengers’ Purchase Decisions During Covid19: The Case of Ethiopian Airlines
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Date
2022-03
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Addis Ababa University
Abstract
The primary objective of the thesis is to identify factors that affect passengers’ decision to purchase their international air ticket from Ethiopian airlines at the time of covid-19 period. The paper also covered how each factor influences the purchase decision of customers and if the variables involved (independent variables) have any different effect across the demographic profile of the respondents. The study examined five factors that were taken from prior research works and focused only on individual international travelers of Ethiopian airlines who have appeared at Ethiopian airlines Addis Ababa ticket office. All responses were collected by using a structured questionnaire that is through convenience sampling (n=372). The data was examined and analyzed using SPSS. The findings were gained from employing descriptive statistics like comparison of mean scores, standard deviations and deploying an independent t-test and ANOVA and other analyses (i.e., correlation analysis and multiple linear regressions). According to the study findings, four factors were found to be affecting purchase decision of Ethiopian airlines customers to purchase their international ticket during the covid-19 period. These factors were travel restriction, being vaccinated, virtual technology and price. However, fear of infection was found to have less important effect. The finding of the study showed that there was a significance difference in perceiving the five factors between and among the customers of Ethiopian airlines with different demographic profiles. The thesis tries to give insight on process improvement and enhancing advancing technological resources like automating the process and exert more resources accordingly.
Keywords: Ethiopian Airlines, purchase decision, Covid-19, pandemic