Customer Perception and Buying Behavior W.R.T. In-Flight Shopping - Softcover

Though retailing in flights is a common business practice in west, but in India it is new for both vendors and customers. In this article, an effort has been made to study the customers' perception and buying behavior with reference to in-flight shopping experience in Pune. Multiple Regression, Independent Sample t-test, One-way ANOVA and Chi-square test have been applied for analyzing the data. Statistical computations are done through IBM SPSS statistical package. In the light of the article, the in-flight shopping service providers may get to know the factors that play prominent role in making the on-board shopping experience unforgettable.

Mukta Srivastava is a Gold Medalist in MBA. She has got around 4.5 years of experience in academics. Her key strength area is Marketing. She has presented papers in the Conferences at IIM, Kozhikode and IIM, Lucknow, India. She has got 14 publications in various National and International Journals.