Positioning of International Air Passenger Carriers Using Multidimensional Scaling and Correspondence Analysis

Using data collected from international air passengers who have flown to Tokyo and to Singapore, this study identifies relative positioning of airlines based on their performances on 18 attributes of service. These attributes include not only price but convenience of flight schedules, on-time performance, comfort and spaciousness of seats, cleanliness, and web site services. The authors note that air carriers must position their brands in the minds of passengers to gain competitive advantage. Using two multivariate statistical methods, multidimensional scaling and correspondence analysis, the researchers created perceptual maps that illustrate airlines’ relative positions and relations with service attributes. They suggest that competition among air carriers varies from route to route, which highlights the importance of route-based positioning. They suggest carriers allocate marketing resources to maximize advantages relative to competitors in each route.


  • English

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  • Accession Number: 01152715
  • Record Type: Publication
  • Source Agency: UC Berkeley Transportation Library
  • Files: BTRIS, TRIS
  • Created Date: Mar 2 2010 4:12PM