Quantitative Research
An online survey was distributed to consumers in the aviation industry, specifically associated with Southwest Airlines, to examine brand loyalty and potential changes in consumer behaviors resulting from recent Southwest Airlines’ policy changes—the removal of open seating and the two-free checked bag policies. The survey began with identifying consumers’ purchasing patterns regarding aviation products and services, along with important deciphering factors. The research intends to establish consumers’ primary airline before and after these changes to decipher whether these alterations affected new attitudes. The survey aims to understand, out of the two recent policy amendments, which one had the most effect on the minds of the consumers. These findings will be utilized to inform future communication and marketing efforts and their target messages.