IMPACT OF PROMOTIONAL DISCOUNTS IN AVIATION

INDUSTRY

A Project Submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

By

RAGHAV PATWA

Under the Guidance of

Dr. JHARNA KALRA

SYDENHAM COLLEGE OF COMMERCE AND ECONOMICS

B ROAD, CHURCHGATE, MUMBAI-400020.

Academic Year

2019-2020
IMPACT OF PROMOTIONAL DISCOUNTS IN AVIATION
INDUSTRY

A Project Submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

By

RAGHAV PATWA

Under the Guidance of

Dr. JHARNA KALRA

SYDENHAM COLLEGE OF COMMERCE AND ECONOMICS

B ROAD, CHURCHGATE, MUMBAI-400020.

Academic Year

2019-2020
 SYDENHAM COLLEGE OF COMMERCE AND ECONOMICS

B ROAD, CHURCHGATE, MUMBAI-400020.

Certificate

This is to certify that MR. RAGHAV PATWA has worked and duly completed
his Project Work for the degree of Bachelor of Management Studies under the
Faculty of Commerce in the subject of MARKETING and his project is entitled,
“IMPACT OF PROMOTIONAL DISCOUNTS IN AVIATION INDUSTRY”
under my supervision.

I further certify that the entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any Degree or
Diploma of any University.

It is his own work and facts reported by his personal feelings and investigations.

Dr. JHARNA KALRA

Guiding Teacher

Date of Submission:
 Declaration

I the undersigned MR. RAGHAV PATWA here by, declare that the work
embodied in this project work titled “IMPACT OF PROMOTIONAL
DISCOUNTS IN AVIATION INDUSTRY”, forms my own contribution to the
research work carried out under the guidance of DR. JHARNA KALRA is a
result of my own research work and has not been previously submitted to any other
University for any other Degree/Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the Bibliography.

I, here by further declare that all information of this document has been obtained
and presented in accordance with academic rules and ethical conduct.

RAGHAV PATWA

Name and Signature

Certified By:

Dr. JHARNA KALRA

Guiding Teacher
 Acknowledgement

To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the UNIVERSITY OF MUMBAI for giving me

chance to do this project.

I would like to thank my principal, Dr. SANGITA PAKDE for providing the
necessary facilities required for completion of this project.

I take this opportunity to thank our coordinator Dr. JHARNA KALRA, for her
annual support and guidance.

I would also like to express my sincere gratitude towards my project guide

Dr. JHARNA KALRA, whose guidance and care made the project successful.

I would like to thank DR. BABASAHEB AMBEDKAR LIBRARY,

SYDENHAM COLLEGE for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers who
supported me throughout my project.
 Index

Chapter No. Title of the Chapter Page No.

CHAPTER No. 1 Introduction
1.1 History of Airline Industry 1-2
1.2 Marketing Mix Analysis In The 3-10
Airline Marketing
1.3 Consumer Behaviour 10-14
1.3.1 Consumer decision making process 14-21
CHAPTER No. 2 Research Methodology
2.1 Definition 22
2.2 Types of Research 22-23
2.3 Research Design 23
2.4 Research Instrument 23-24
2.5 Sampling Technique 24-25
2.6 Sources of data collection 25-26
2.7 Universe 26
2.8 Sample Size 26
2.9 Objective of Study 27
2.10 Hypothesis 27
2.11 Significance of Study 27-28
2.12 Scope and Limitation 28
CHAPTER No. 3 Review of Literature 29-38
CHAPTER No. 4 Data Analysis and Interpretation 39-
CHAPTER No. 5 Conclusion
CHAPTER No. 6 Recommendations and Suggestions