GROUP ASSIGNMENT I CONSUMER BEHAVIOUR: MAKE MY TRIP

By-Group-III Amit Pandit Mittal Shah RaviKumar Ramachandran Shaman Singh Saleem Ali

Introduction: Makemytrip.com

MMT is an online travel company focused on leisure and small business travellers

Emerged as Indias largest e-commerce

company in the first year of operation Catering to lucrative NRI market in US Wanted to tap the high potential NRI market worldwide.
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Business Model:

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MMT created a n/w of offices in New Delhi, Mumbai & New York 2 separate entities Makemytrip India & Makemytrip Inc. (US) Sales team divided into: Internet Sales Corporate Sales General Sales MMT believed in - No Individual Sales Target
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MMT awarded 10-15% incentives to all employees on achievements of companys targets 90% of sales from US operations and 8-10% from India Operations 3 modes of communications to customers: E-mail Web Chats Toll free Numbers

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3 Stage Model Service Consumption

Pre-Purchase Stage

Need Awareness Information Search Evaluation of Alternatives Making Purchase Decision

Service Encounter Stage Post Encounter Stage

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Customer Segments
Segments Outbound Segment Inbound Segment Data 6 Million Indian Travelers 2.42 Million Arrivals

Predictable NRI / VFR Emergency NRI / VFR

NRI in USA

90 % trips 10 % trips
2 Million

Travelers purchasing Online Tickets 35 % (Growth rate of 55 %)

* Makemytrips Share is 5 % in top 30 NRI populated Cities in US

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Segments Economic Travelers Behavioral Attributes Mostly domestic travelers, Advance Bookings, extensive research, no airlines preference, price sensitive Mostly Business Travelers, NRIs, both advance and last minute bookings, preference to premium airlines, less sensitive to prices Demographics Annual income < 5 lacs, Single/married with kids, age group less then 30 years, low cost airlines Annual income > 8 lacs, married with kids, age group more than 30 years, all kinds of airlines.

Business Travelers

Emergency / Holiday trips

Holiday trips as well as All ranges, age group business trips, last minute less then 30-40,all kinds booking, minimal web search, of airlines zero price sensitivity
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Factors Influencing Consumer Decision Making: Pre Purchase Stage

Factor Range of Features or Requirements Popularity Attributes Wide range of options and tariffs, Car Rentals, Hotel Reservations, Holiday Packages & Tours Referrals, Online Ads, Web Mails, Brand Popularity etc.

Economy Negotiations / Discussions

Low Prices, Promotional Offers Discuss options with service personnel , discounts package deals etc.

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Factors Influencing Consumer Decision Making: Service Encounter Stage

Factor Booking Experience Service Delivery Services Facilities Attributes Ease of Booking, User friendly Interface, Time taken In Booking, Ease of Payments. Quality Services, Assistance etc. Value Added Services, Services props i.e. taxi etc, Destination Agent Support

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Factors Influencing Consumer Decision Making: Post Encounter Stage

Factor Customer Satisfaction Customer Support Attributes Evaluation of services as per expectations or desires Email +SMS Alerts, Customer Care, Ticket Cancellations, Refund policies, compensations etc. Online feedbacks, Ratings etc.

Online reviews

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Questions?
Thank-You!!