Qantas Consumer Behaviour Theory - Case Study Example

Comments (1) Cite this document
The major weaknesses of this study are concentrated on the Qantas consumer behavior theory. This research aims to evaluate and present strategic planning theory; positioning theory; customer value theory: their concept and benefits they obtain strategically…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.6% of users find it useful
Qantas Consumer Behaviour Theory
Read TextPreview

Extract of sample
"Qantas Consumer Behaviour Theory"

Qantas Consumer Behavior Theory
Table of Contents

Qantas Consumer Behavior Theory 1
Table of Contents 1
Strategic Planning Theory 2
Concept 2
Benefits It Obtains Strategically 2
Positioning Theory 3
Concept 3
Benefits It Obtain Strategically 3
Customer Value Theory 4
Concept 4
Benefits It Obtains Strategically 6
Recommendations 6
References 7

Strategic Planning Theory

Strategic planning is regarded as a methodical procedure of imagining an anticipated vision, and converting the vision into extensive aims or purposes and developing a structure of phases to attain it. Strategic planning helps organizations to define the ways and the possibilities in the long-run. It starts with understanding the changing customer behaviors and the ways to satisfy them (Enock & et. al., 2011). As customer behaviors are dynamic in nature, it is important for an organization to use strategic planning concept to familiarize with fluctuating behavior of customers and take advantage of it. The major purpose of using strategic planning concept is to help organizations understand how they can compete in future (Kotler & et. al., 2007).
Benefits It Obtains Strategically

As the customers’ demand for air travel has increased after the year 2000, several airline organizations have provided discounted fares for travellers. Thus, to survive in the airline industry, Qantas applied the strategic concepts in their operations. The first strategic move was to acquire ‘Impulse’ in the year 2001. It has provided the benefit of using Impulse’s low operating expenses. The second strategic move was to take advantage of breakdown of one competitor, ‘Ansett’ in the same year. It has provided the benefits of capturing large market share (Bamber & et. al., n.d.). In reaction to the fierce competition from Virgin Blue, Qantas has introduced an inexpensive flight named ‘JetStar’. This strategic concept is beneficial as it has resulted in Qantas being able to compete with the Virgin Blue with respect to cost and capture the market of aviation industry. Through the strategic planning concept, Qantas is able to expand their business and target new customer segment which help to reduce the risk of downfall (Harcourt, 2004).
Positioning Theory

The concept of positioning has numerous dimensions. With respect to consumer behavior, positioning denotes the communication tactics which lets an organization to place their brands between other competitors’ brands (Harré & Lagenhove, 1999). Positioning encompasses generating unique, reliable and familiar consumer awareness about the offerings and the brand image. Positioning is based on consumer behavior, benefit, cost, or quality. Positioning aims at specific customer segments by certain specific strategies. Positioning is the method of defining a product or service on key features so that it can occupy a place in the mind of customers. It is vital for organizations to choose and communicate the positioning which can provide their products or services with supreme features of the industry (JPEC, n.d.).
Benefits It Obtain Strategically

Positioning theory benefits Qantas to recognize potential competitive advantages in the aviation industry. To motivate the customers, Qantas has differentiated their services to gain competitive edge over other competitors’ offerings. With the help of positioning strategy, Qantas has successfully made a strong brand image equipped with quality entertainment services, food services, suitable booking structures, timely dispatches and better seating arrangements that deliver fundamental benefits to the customers. As a result of applying effective positioning concept, Qantas brand is also considered as ‘the Spirit of Australia’. Qantas considers the consumers’ behaviors, because the consumers have different desires. While certain people prefer quality food, and entertainment services, others may like better seating arrangement or timely dispatch. Qantas positions their services by considering the preferences of people. Qantas positions its brand as ‘safe’ and ‘Spirit of Australia’ and accordingly offers those services which can satisfy these brand images (HighBeam Business, 2008).
Customer Value Theory

Customers buy a product or a service basically by considering ‘key drivers’. It is the key drivers that help to choose or reject any product or service. The drivers as well as the values for purchase differ from one customer to another. In the market, there are several products and services which can fulfill customers’ needs and desires. Customers purchase various products and services according to their awareness of value. From the viewpoint of customers and organization, value is a multidimensional concept. Value can be measured by following formula:
Value = Relative sum of total benefit perceived / Relative total expenses perceived
A customer will only pay for any product or service if the relative sum of total benefits perceived is greater than relative total expenses perceived. Thus, in order to make a customer buy any product or service, organizations need to apply the concept of customer value theory (Woodside, 2008).
Benefits It Obtains Strategically

Qantas uses the customer value concept to generate and deliver adequate value of the services without sacrificing the profit. Though the general concept for purchasing an air ticket is to reserve a sit on plane, Qantas provides other benefits which can satisfy the expected value of customer to purchase their services. Qantas understands the drivers for purchasing services and thus accordingly provides services which can be enjoyed throughout the journey, before journey or after journey such as parking facility and online check-in service among others (Qantas, 2010).

International competition and advent of low-cost services have created challenging environment for Qantas. To ensure success in this competitive dynamic environment, Qantas needs to devise its business strategy in such a way so that it can satisfy the customers’ requirements. There is need to differentiate the services so that it can maintain the brand image and provide good travelling experiences to customers.


Bamber, G. J. & et. al., (No Date). Low-Cost Airlines' Product and Labor Market Strategic Choices: Australian Perspectives. Griffith University. Retrieved Online on November 04, 2011 from

Enock, K. & et. al. (2011). Theories of Strategic Planning. Understanding the Theory and Process of Strategy Development. Retrieved Online on November 04, 2011 from

Harcourt, T., (2004). Qantas in Radical Plan for JetStar. Australian Financial Review, p. 1.

Harré, R. & Lagenhove, L., (1999). Positioning Theory: Moral Contexts of Intentional Action. Wiley-Blackwell.

HighBeam Business, (2008). Brand Therapy: Qantas. Business Articles. Retrieved Online on November 04, 2011 from

JPEC, (No Date). Product Positioning. Handouts. Retrieved Online on November 04, 2011 from

Kotler, P. & et. al. (2007). Marketing Seventh Edition. Prentice Hall.

Qantas, (2010). The Qantas Group at A Glance. Fact File. Retrieved Online on November 04, 2011 from

Woodside, A. G., (2008). Creating and Managing Superior Customer Value. Emerald Group Publishing. Read More
Cite this document
  • APA
  • MLA
(“Qantas Consumer Behaviour Theory Case Study Example | Topics and Well Written Essays - 750 words”, n.d.)
Retrieved from
(Qantas Consumer Behaviour Theory Case Study Example | Topics and Well Written Essays - 750 Words)
“Qantas Consumer Behaviour Theory Case Study Example | Topics and Well Written Essays - 750 Words”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
bergstromjaylen added comment 7 months ago
Student rated this paper as
I had an issue with a case study types of works. All until I came across this website and this particular essay. Even though "Qantas Consumer Behaviour Theory" is far from my interests, the structure is so great that I use it all the time as an example for my own works.
Consumer Behaviour- Redbull Case Study questions
Red Bull, being an energy drink has a naturally defined consumer based. By age limits, the company targets 16-29 year olds while profession wise, the company focuses on those who are working in tough environments to prove their product to be a facilitation and a method of regaining their energy.
4 Pages(1000 words)Case Study
Types of Consumer Behaviour and their Impacts
Better communication skills even on social media have been shown to account for a better relationship between buyers and sellers because they tend to enjoy better reception. This is because these companies send agents into the community to do a survey of how their products are received and suggestions for an improvement are given.
3 Pages(750 words)Case Study
Define Learning From the Perspective of Consumer Behaviour Theory
It involves the acquisition and refinement of memories and actions, that are determined by the skills, knowledge, wisdom and understanding of values by the buyer. Learning is defined by two theories that explain how this happens. Behavior theory This theory purports that learning is based on observable behaviors or responses that happen due to external stimuli (Evans, Jamal, & Foxall, 2006).
5 Pages(1250 words)Essay
Consumer behaviour
The company has experienced reduced sale volumes as a result of closure or its failure to respond to different needs of different customer classes in its market. Specifically, the company has failed to quickly respond to fashion trends for its youthful market in the textile industry; thus losing a significant market share to competitors.
9 Pages(2250 words)Case Study
Consumer Behaviour Report
In Australia, it is estimated that one in every three citizens will need a transfusion at some point in life. Most medical practitioners are of the view that the section of the population that should be donating blood on a regular basis is its youth. This is because the youth as well as young adults have strong constitutions that are not as affected as those of older adults when they donate blood.
7 Pages(1750 words)Case Study
Consumer behaviour
It is notable that the company is performing poorly in its operation evident in the drop in sales revenue and the loss of the major retailers on its Jeans and cloth wear. The major challenge is the failure to shift with the trends of the consumer behavior as in the various market segments and the application of inappropriate technologies.
9 Pages(2250 words)Case Study
2.4 Consumer Behaviour & Holidays
The reason behind this being that holiday decision-making model does not require settled consecutive stages that are needed by customary critical thinking models. Regulatory elements assume a basic part when choosing time and
4 Pages(1000 words)Case Study
2.4 Consumer Behaviour & Holidays
Instead, they will see those things when they get there; therefore, there is no need to plan for it. Other consumers of holiday claim that, they might
6 Pages(1500 words)Case Study
Consumer Behaviour - Learning Theory
For instance, the sausage advert has an image of a delicious sausage, which gives a quick and clear visual impression to the viewer. One does not even need to read the words to ascertain what the advert is all about. Learning brings cognitive,
2 Pages(500 words)Essay
Qantas Financial Analysis
The company's wide range of services extends to catering, engineering and maintenance etc (Reuters). This paper provides an insightful analysis of the financial position and business risks of Qantas with the help of the information provided in the company's financial statements for the year ended 2006.
4 Pages(1000 words)Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Case Study on topic Qantas Consumer Behaviour Theory for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us