The Iranian Airlines Perceptual Map

In today’s highly competitive marketing environment, the positioning concept is one of the most prominent elements of marketing management, because the positioning in the marketplace will lead to long-term success of companies and their products as well. The purpose of this research is to examine the relative positioning of the 6 major Iranian airlines based on 6 attributes that measure actual airlines’ performance on critical quality criteria important towards consumers. These attributes are price, punctuality, number of flights, courtesy, quality of aircrafts, and onboard facilities. Based on the deployed questionnaire, essential data on all the attributes were obtained from passengers and respectively correspondence analysis was utilized to determine the position of each airline in the market. The results revealed competitive advantages of each airline based on travelers’ perceptions in terms of those attributes which is comparable to real condition of the airlines.

Keywords:

Perceptual map , Positioning , Air line