Article : Demographic Influence On Brand Preference Towards Budget Airline In UAE

Title

Demographic Influence On Brand Preference Towards Budget Airline In UAE

Author

Dr. Mohammed Rizwan Alam

The purpose of the study is to investigate the influence of demographic characteristics on brand preference towards budget airlines like Air Arabia in the UAE market. The geographic extent is majorly in northern UAE. The methodology used is random sampling using survey questionnaire personally administered to the sample size of five hundred ninety three from diverse demographic segments. Findings suggest that band preference does not vary significantly for all the variables in the study. The variation in preference is not uniform.

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