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Table of Contents1.0.INTRODUCTION .................................................................................................................................. 5
1.1.COMPANY PROFILE ....................................................................................................................... 6
2.0 PURPOSE AND PROBLEM STATEMENT......................................................................................... 8
2.1. RESEARCH QUESTIONS ....................................................................................................................... 8
2.3. RESEARCH OBJECTIVES ...................................................................................................................... 9
3.0.RESEARCH FRAME WORK ...................................................................................................................... 10
3.1.RESEARCH OUTCOMES ..................................................................................................................... 11
4.0. LITERATURE RIVIEW ............................................................................................................................. 11
4.1. MERGER ........................................................................................................................................... 11
4.2. LOGISTIC ........................................................................................................................................... 13
4.2.1AIR INDIA CARGO ........................................................................................................................ 13
4.3. FINANCIAL ........................................................................................................................................ 15
4.4. COMPETITION .................................................................................................................................. 16
4.4.1. Rising Fuel Prices ....................................................................................................................... 19
4.4.2. Cognition And High Airport Charges ......................................................................................... 20
4.5. SAFETY .............................................................................................................................................. 20
5.0. RESEARCH METHODOLOGY ................................................................................................................. 22
5.1. RESEARCH DESIGN ........................................................................................................................... 22
5.1.1. Exploratory research ................................................................................................................. 22
5.1.2. Conclusive Research .................................................................................................................. 23
5.1.3 Descriptive research design ....................................................................................................... 23
5.1.4. Casual Research ........................................................................................................................ 23
5.2. Research Strategy ........................................................................................................................... 24
5.2.1.Archival Research ....................................................................................................................... 24
5.1.2. SURVEY RESEARCH .................................................................................................................... 24
6.0. SAMPLE DESIGN ................................................................................................................................... 24
6.1. Sampling Methods ........................................................................................................................... 25
6.1.1. Probability Sampling ................................................................................................................. 25
6.1.2. Non-probability Sampling ......................................................................................................... 25
7.0. DATA COLLECTION ............................................................................................................................... 26
7.1. Primary Data .................................................................................................................................... 26
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7.2. Secondary Data ................................................................................................................................ 26
7.3. Quantitative Data ............................................................................................................................. 26
8.0. COLLECTION METHODS........................................................................................................................ 27
8.1. Pilot Studies ..................................................................................................................................... 27
8.2. Focus group interviews .................................................................................................................... 27
8.3. Survey Research Methods ............................................................................................................... 27
9.0. DATA MESHUREMENT ......................................................................................................................... 28
9.1. Rating Scales .................................................................................................................................... 28
9.2. Types Of Rating Scales ..................................................................................................................... 28
9.3. Summary Of Research Design .......................................................................................................... 28
10.0. RESEARCH INSTRUMENT: QUESTIONNAIRE....................................................................................... 29
10.1. Procedures Involved In a Questionnaire Design ............................................................................ 29
11.0. DATA ANALYSIS .................................................................................................................................. 29
12.0. ETHICAL ISSUES .................................................................................................................................. 29
13.0.GHANT CHART ..................................................................................................................................... 30
14.0. ESTIMATED EXPENSE FOR THE PROJECT (BUDGET IN INR) ................................................................ 30
15.0. REFERENCE ......................................................................................................................................... 31
16.0. QUESTIONNAIRE..32
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List of tables and figures
NAME Page Number
Indian domestic passenger growth 2006 2011 5
Air India destinations 7
Market share of Air India 7
Air India Milestones 8
Research Framework 10
Trend in GDP and Cargo Growth rate 13
Trend in growth of Air freight 14
Aircraft movements 17
Passenger movements 17
Domestic market share of Indian Aviation Industry 18
Financial overview of Air India limited 19
Price rice of ATF in last six years 19
Air India Dream liner 21
Different between exploratory and conclusive research 23
Table of required data collected for research 27
Gant Chart(Time Schedule) 30
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1.0. INTRODUCTION
It was in December 1912, the first domestic flight of Indian State Air (ISA) took off its journey
from Delhi to Karachi. ISA was collaborated with imperial airways of UK which marked as a
beginning to Indian aviation industry .Again in 1912 TATA Airlines started its service as air
male. Later own in 1932 it endeavored in taking scheduled passengers traffic. In 1946 TATA
airlines was renamed as Air India. Air India International was established by government of
India and Air India.
Liberalization policies have made Indian aviation industry to maintain its upward graph of
growth over the years. Though Indian aviation industry was fully owned and controlled by
government after independence, later on liberalization added value to the industry by the
emergence oF new and private airline companies e.g. Tata Airlines, Indian National Airways,and Air service of India etc. Now about 82% of total domestic market share is distributed among
private airline companies like Indigo air, Go Air, Jet lite and the rest18% is owned by Air India
and Indian (government Airline companies).
Due to the competition companies provide low cost services created many customers to use
domestic flight services instead of other modes of transportation. In the year 2007About 96
million passengers were using airlines to travel, while only 6 million where carried on through
railway system. But in 2007-08 the airline industry showed a serious decline due to high cost ofoperations, intense competition, unsustainable low fares.
(CAPA, n.d.)
0
2000000
4000000
6000000
8000000
2006 2007 2008 2009 2010 2011
Indian domestic passenger numbers
2006 - 2011
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1.1. COMPANY PROFILE
Air India holds its pride worldwide through its customers and cargo services. It continues to be
Indiasnational airline carrier. History of Air India starts back in 1932, October 15 when JRD
TATA: Indias first true business icon,Launched TATA airlines. They started their service with
one Puss Moth, one Leopard Moth, one palm-thatched shed, one whole time pilot, one part-time
engineer and two apprentice-mechanics. Business tycoon JRD TATA ,father of civil aviation in
India both founder of Air India took off their first flight from Dring road airport ,Karachi in a
small light single-engine de Havilland Puss Moth a 2-3 seat propeller aircraft to Mumbai via
Ahmadabad. On 1946 July 14thTata airlines was converted into a public company and named as
Air India.
Air India was formed on March 8, 1948.on June 8, 1948 Air Indiasfirst international flight took
off. The flight was scheduled weekly from Mumbai to London via Cairo and Geneva with a new
a Lockheed Constellation aircraft. Due to financial crisis that effected the operations government
decided to nationalize the air transport. On August 1 1953, two autonomous corporations were
created. Indian Airlines was one of these, which was formed by merging 8 domestic services to
operate domestic services. While Air India concentrated on international services. The word
'International' was dropped in 1962. With effect from March 1, 1994, the airline has been
functioning as Air India Limited.
Today Air India has extended its operations to 55 destinations with a fleet size of 102 aircrafts
excluding its subsidiaries. Air India operates both passenger and cargo, and operates a low cost
carrier to international destinations E.g. Dubai. Air Indias fleet consists of 38 aircrafts. These
include Airbus A310-300, Airbus A330-200, Boeing 747-400, Boeing 777-200, Boeing 777-
200ER, Boeing 777-200LR, Boeing 777-300ER and Boeing 787-8.
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Air India destinations
(India, 2012)
Air India Express was established in May 2004 as a subsidiary of Air India under a new business
strategy. Air India Express got the delivery of first aircraft Boeing 737- 800 on February 22,
2005. The airline began operations on April 29, 2005 with inaugural flight from Theravada
nthapuram to Abu Dhabi.
(DGCA, 2012)
81%
19%
Marketshare of Airindia
Others
Air India
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AIR INDIA MILESTONES
Name of TATA Airlines have changed and made Air India a public limited company
1948-On 8thJune Air India started regular service from Bombay to London
1954-services to Bangkok Tokyo Hong Kong and Singapore
1970-Air India Head office inauguration in Bombay
1986-delivary of airbus A310-300,largest passenger service operator in this series
1988-started using Boeing 747-300ms,cargo passenger configuration
1993-First long haul flight to New York Boeing 747-400,named as konark
1996-setup of second us gate, OHare International airport Chicago
1999-Chhatrapati Shivaji International Airport in Mumbai as main hub.
2000-services to Shanghai, us third gate at Liberty International Airport
2007-Offer to join star alliance
2009-1 march Frankfurt made as its European hub for north American operations
Record of 6.2 fatal events-first accident 1950,second 1985 23 June
2.0 PURPOSE AND PROBLEM STATEMENT
Purpose: To understand the issues & challenges faced by Air India limited in Indian aviationindustry.
Problem Statement:An examination of Air Indias under performance in Indian Aviationindustry
2.1. RESEARCH QUESTIONS
1. What is the effect of merger on the underperformance of Air India in Indian aviationindustry?
2. How dose logistics contribute to the underperformance of Air India in Indian aviationindustry?
3. What is the effect of finance on the underperformance of Air India in Indian aviationindustry?
4. What is the effect of safety on the underperformance of Air India in Indian aviationindustry?
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5. How dose competition effects on the underperformance of Air India in Indian aviationindustry?
2.3. RESEARCH OBJECTIVES
To examine how merger affect on the underperformance of Air India in Indian aviationindustry.
To investigate how logistics contribute to the underperformance of Air India in Indianaviation industry.
To analyze the effect of safety on the underperformance of Air India in Indian aviationindustry
To survey how competition can effect on the underperformance of Air India in Indianaviation industry.
To understand the effect of finance cost on the underperformance of Air India in Indianaviation industry
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3.0. RESEARCH FRAME WORK
MERGER
LOGISTICS
FINANCIAL
COMPETITION
SAFETY
UNDER PERFORMANCE OF
AIR INDIA IN INDIAN
AVIATION INDUSTRY
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3.1. RESEARCH OUTCOMES
Air India had a prestigious and monopolistic dominance over the market till 1990s, since it was
founded by JRD TATA as TATA Airlines a division of TATA group. The transformation of Tata
airlines to Air India which was taken over by Government of India as its National air carrier had
great expectations. Till 1990, the airline performance was purely remarkable. But when the
country decided to open its market for private players in mid 1990s due to liberalization
emergence of both local and foreign players entering into market lead Air India to start loosening
its undivided market share, other than facing competition.
Now they are not delivering things in a right way .They have to improve and solve some of the
major problems like bloated workforce, political interference, under investment in its fleet, and a
weak management hence improving their performance, efficiency and competitive strength.
4.0. LITERATURE RIVIEW
4.1. MERGER
One of the biggest problems faced by Air India is the merger with Indian airlines which was
actually an unplanned act. The planning was set like the first year operations was focused on
planning the work force which stated with a management team of 400 people .It was done on
basis of the master plan to split the whole into five strategic units. They are passenger, cargo,
ground handling, MRO and a low cost carrier. The flow of information and decisions was like 5
CEO s for these five strategic units, reporting to one group chairman and Managing Director.
Among these two managers have only little independence. Due to the government policies, they
have to wait for the approvals from Ministry of Aviation not only for taking decisions but also in
case of setting new routes. According to Kapil Kaul, CEO of the Centre for Asia Pacific
Aviations India, the government will ultimately privatize the carrier. This was the situationwhere the management never co operated with the government to privatize the airline and Air
India was busy in smoothing the ruffled attitudes of the unions. After the merger of Air India
with Indian airlines, the combined workforce of the company was egger to know about their job
function and prospects that impacted by the merger. There was a great protest from the
employees ranging from pilots, cabin crew to ground workers and even pensioners regarding
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their medical other benefits that should be continued. Like every merger Air India also
undergone Sevier oppositions from its employees. Regarding the employees they are unaware of
their future roles and wages. Most of the wage agreement and seniority issues where corrected
before the process of merging. But the management never took any serious action in resolving
these issues and that lead to pilot strike and which made a huge loss for the company.
It was clearly stated that the compensation of Air India and Indian airlines pilot will be the same
by the management of Air India. But in reality the promise was a false statement. The pilots of
Indian airlines were so angry towards the management for not getting the same salary as Air
India pilots do, for the same identical work for same organization. Due to these miss behaviors of
management some of the senior staffs like gustav baldauf Chief Operating Officer left the
company.
Uncertain future and poor financial conditions have lead Air India to watch its employees around
600 in number to quit their jobs. It includes 24 Pilots and management pilots, 163 cabin crew and
executive cabin crew members. A senior Air India executive staff reported that 6 engineers
including executive engineers, 171 executives and general category officers, 59 technicians
and201 general category employees left the company.
The current employee strength of Air India is around 26481,among them 1439 are pilots andexecutive pilots, engineers and executive engineers employed are 1419,executives and general
category officers are 5064,cabin crew and cabin crew exicutives,3351 technicians cum service
engineers and 12146 general category employees. A number of 223 employees took VR or
resigned in 2011,178 in 2010 and 128 in 2009.this year (2012) till May 95 employees left the
company which includes 45 resignations and 47 VRs. In the year of 2011 most of the pilots left
Air India because of the uncertainty that the realized in the future. Due to the unplanned merging
of Air India with Indian airlines in 2007 the company is facing a great trouble. 92 employees
resigned and 131 employees chose VR. In 2009 61 employees resigned and 69 chosen VR while
in 2010 17 resigned and 118 took VRS. With Air India having the highest aircraft to employee
ratio of 1:258, it has launched a VR scheme for permanent and confirmed employees who are
above 40 years of age and have rendered a continuous service of 15 years.
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4.2. LOGISTIC
India has shown a pretty good growth in domestic and international trade over last few years.
Indian air cargo services started from late 1980s, were the government allowed air taxi operators
to provide right service for the customers in an aim to boost up the tourism opportunity of India
in all major routes. with in no time the air cargo sky policy was came to effect and every airline
was allowed to operate both scheduled and non scheduled cargo services from and to airports in
different parts of the country where ever customers facilities are available. They were free to set
the rates for major export products. Here shows the trend in cargo growth rates which
contributed to countries GDP.
(RBI, 2011)
4.2.1AIR INDIA CARGO
Air India cargo a strategic unit of AI has taken a nose dive. The cargo aircraft used by Ai is over
sized for its domestic operations and the one used for international operations is too small. Other
than the financial crisis that Air India suffers, it is the lack of efficient distribution networks,
proper warehouse facilities, mismanagement and lack of other supportive infrastructure that
drives away the revenue from cargo business of Air India There are some small and well
managed operators like blue dart and gati. They are successful in running their business with a
little number of aircraft, the two major airlines who are making serious losses in cargo business
are Air India and Deccan airways.
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One of the major problems faced by Air India is that still they are using old aircrafts for their
domestic cargo operations which have been idle for long time. As a solution of these it has to be
re configured or changed. Around 40 such aircrafts are set idle for a period of time. It has set
for cargo operations, but never given a face lift. Giving uplift to the cargo business by Air India
is one of the options of turnaround plan, which will help to slash down the huge amount of loss
generated by Air India.
Taking aside the economic crisis India is more an idealistic market that its dependents in
developed nations like Japan, France, Germany and Britain. This is assessed by a worldwide
independent survey. Different airlines came up with different dedicated services. But Air India
was the first one to enter into Indian arena, and in 2008 Air India went on an explanation of 255
percentages. The emergence of kingfisher and jet airways to the industry has made a greatcompetition for Air India by eating up some of its shares by providing even door to door cargo
delivery.
(AAI, 2011)
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According to Indian cargo industry studies says that the cargo volumes in India are not expected
to cross 2.6 million tones. In such a case Air India is providing huge aircrafts for its domestic
operations. This creates a huge amount of expenses were the factor, optimum utilization of
resources is not practiced.Air India lacks a good distribution networking system, especially factors like trucking and hub
system. It also shows an attitude of mismanagement for example 40 aircrafts has been set idle for
its cargo operations. That itself was suppose to be done long back. There is also lack of basic
infrastructure facilities at airports for cargo operations the development of Indiasmulti model
airport for cargo operations was stopped due to the hit of economic crisis and by the SEZ
imposed by the government. Initial plan is to expand and construct a new runway for its future
operations.
4.3. FINANCIAL
It is not simply a financial issue that the national career is facing. The airline operations itself are
not in track due to the walk out of senior staffs like gustav baldauf, the chief operating
officer(COO), Pawan Arora, AI Express COO and Stephen Kumar, chief training officer. Air
India is undergoing its serious
Issue of draining out of skillful employees and the same will increase in coming future. Around
13 of its directors have left and 30 of 50 general managers are expected to retire by next year the
company will have to a halt or will set for its new talent hunt.
The air line shows a worst situation for last two years because of its shortfall of human
resources. The annual salary bill of Air India is around 3000 crore. it is due to the over sized staff
strength both experienced and underperforming which is considered as one of the reason for
financial crisis where the company is again operating on a loss of 13000 crore ever since its
merge with Air India in 2007.The management itself is not taking any action on these issues.They are least bothered of the retirement and resigning of employees and their argument about
the situation is whenever a need in human resource arises the will do the necessities.
Air India is undergoing a serious issue in its financial side. The government has allowed 30,000
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Crore rupees for its financial restructuring, though it holds past debts with the company. The new
debt is done on some new fresh agreements from the company.
The company is forced to rework on its issue of new non convertible debentures. But the aviation
sources states that financial re structuring is not an easy task and it may create further loss to the
company in its service costs. A financial re engineering process is being taken over by the
aviation ministry because of Air Indias accumulated losses of 20 000 crore and a debt of 43000
crore which is being focused to be restructured. Air India was suppose to issue bonds of Rs 7400
crore after receiving the guarantee to banks, LIC and EPFO to take away existing loans. This is
even an additional loan other than bank loans of Rs 11000 crore, which have already a
restructured one. The scene from the government is different approach where the finance
minister intact about this proposal. Even they have not concluded on the decision of reworking of
aircraft loans of Rs 19000 due to the indecisions in northern block.
The process of financial restructuring has been started since on year, with the restructuring of
bank loan acquired before. The cabinet committee of economic affairs was forced to appeal over
the ministry of finance that the situation of lenders will be more worst if the 10000 crore is
allotted due to overdue. After a subsequent meeting with civil aviation ministers Ajit Singh and
Pranab Mukherjee, the have decided to rework and it was done. The following meetings which
were held on top aspects like occupancy, on-time performance, fleet utilization and
rationalization of employees pay structure by the planning commission chairman montek singh
ahluwalia and p chidamparum who raised the issue. It is estimated that the rework will cover the
debt by 2012.
4.4. COMPETITION
Indian aviation industry is facing a tremendous competition after the year 2007.The year 2007
was known for merger and collaboration in the skies. It was mainly happening due to expand ion
and to face the serious competition in the market. The major merger happens between jetSahara and Air India and Indian airlines. The merger was materialized in the year of 2007.soon
after there was other merger between Kingfisher- Deccan deals. The face of completion screwed
more at this time.
There was a remarkable growth in last two years in both in passengers and aircraft movements
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AIRCRAFT MOVEMENTS(000)
(Limited, 2011)
PASSANGER MOVEMENTS (IN MILLIONS)
(Limited, 2011)
The total market share of domestic aviation is distributed among main 7 players. They are as
follows:
0
50
100
150
200
250
300
350
400
450
April 2011-2012 April 2010-2011
International
Domestic
0
5
10
15
20
25
30
35
40
45
April 2011-2012 April 2010-2011
International
Domestic
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(DGCA, 2012)
There are certain factors that drives the Indian domestic aviation industry in its grows are Rise of
Consumerism ,Increasing Tourists and Business Travel, Emergence of Low Cost Carriers in market
which opens the untapped market, It has shown that there is a strait link between economic growth and
Air traffic, The aviation sector of India is in a transformation stage, stretches from a over and under
regulated sector to a more open and liberal and investment friendly phase since the new government
emergence. The civil aviation division has also relaxed its policies in air traffic rights.
These factors have lead to increases in the number of players in market after 2000 and also to
face serious competition for the exiting monopolistic airline like Air India. The last few years has
shown that Air India while compared to its competitors in domestic shows a dwindling financial
decline.
(capitaline, 2007)
As like every airline there are certain common factors that effects Air Indias operations they are:
19%
18%
18%8%
19%
13%
5%
DOMESTIC MARKET SHARE OF INDIAN
AVIATION INDUSTRY
Indi Go Air India(Dom) Jet Airways Jetlite Kingfisher Spice jet Go Air
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4.4.1. Rising Fuel Prices
By looking into the Aviation Turbine fuel price that available in Indian market, It shows a higher
price tag compared to global market.$5 5 of the operational expenses accounts the price. ATF is
one of the important factors in the operation cost of airline business. Though it shows a slight
increase of 10 %, it will affect the cost of operations by an increase of 4% which will duly affect
the financial health of an airline business. Until April 2001 the price of ATF was determined by
the Indian government with the help of administrated price mechanism. This system was
maintained for giving cross subsidy for socio economic reasons, the price of some daily
petroleum products like kerosene and diesel was sold on a subsidized price by setting high price
for ATF. But this policy was relived on 2001 April and gave authorization to oil companies to set
the price of ATF upon the input cost and world market prices. The impact of this decision was
worse that the price of ATF has increased with the wide fluctuation in the world market.
(Oil, 2011)
(Oil, 2011)
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4.4.2. Cognition and High Airport Charges
Many of the Indian airports are not providing sufficient infrastructure and ground facilities. Due
to this there is a situation of overcrowding in the airport which leads to wastage of fuel.
According to the studies it is said that if a flight hang around through the sky for more 30
minutes because of some clearance problem, it will lose its fuel efficiency factor by consuming
20 to 30 % of extra fuel which will increase the operational cost. Half an hour of flying may cost
50000 extra for a flight, and it is stated that average every flights are delayed due to the ground
and landing clearance problem which makes an average loss of 40 lakes/ day. The international
airport changes are so high compared to the domestic ones. So the domestic airiness are
incurring more expenses in international airports without any additional benefits. The tariffs
charged by Indian airport are pretty high while comparing with Asian and gulf countries. India
deserves a LCC airport of its domestic LCC careers for their operations because they are
providing more charges when compared to its international peers.
4.5. SAFETY
Air India has expanded by purchasing A 787 series flight from Boeing. It is named as the
Dreamline.On its first flight to Bangalore before takeoff there was a technical error raised.
The cooling unit, which is meant for the cooling the aircraft engine and its other equipments
from overheating has malfunctioned. The issue was sorted out in 30 so the first flight itself was
delayed by half an hour. Later there was a confusion whether to fuel it or not and again the
operational decision was to fly and again lost another half an hour for its re fueling. Though
these are safety issues as well as time delayers. Air India is further banking on dream liner to
turn around the company by cutting the operational cost with its feature of fuel efficiency
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(india, 2012) AIR INDIA DREAMLINER
Regarding safety issues some of the pilots themselves are criticizing the airline for its poor
safety measure standards. Especially the training procedure which is not sufficient for its new
pilots for the company expanding. The senior staffs itself has no confidence on the airlines
how it will cope up from its situation. Alexandra graham who was formerly working with
American airlines were trained by Air India and left in middle of it because of less
consideration of safety standards.
One of the main safety issue reported is that the pilots left the cockpit even by the door
unlocked. This practice has been taken into care after the 9/11 attack but here given a less
consideration. Other issues like the caption leaves the cabin by giving the entire control to the
co pilots for even long hauls and smoking in cock pits not considered as an offence.
The new recruited co-pilots are not enough for real time flying though they are good with
books, commented by Air Indian pilots. Even on an uncertain critical condition strikes for the
pilot the co pilot is not able to fly the aircraft down safely. Air India is not providing good
training for the co-pilots, mainly they are utilized for the radio and paper works inside the
aircraft.
Though the airline regulatory has set a standard that the co pilot is allowed to control on the
takeoff and landing, only when the fly with commanders who are eligible of giving training. In
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this circumstances Air India is not able to give training at this time of expand ion because of
lack of experienced pilots.
Though the airline had no major accident report except the 2010 Mangalore airport crash which
took 158 lives. The Serbian captain was landing from too high which he could have aborted. The
investigation reports says that the co-pilot fail to challenge any of the captains errors.Again an
incident was reported where the pilot went out from the cabin while flying and when the co-pilot
was adjusting the seat, the co pilot accidently knocked the settings and the flight dropped 7000
feet, before the captain returned to the cockpit.
5.0. RESEARCH METHODOLOGY
5.1. RESEARCH DESIGN
Research design is a detailed structure of the investigation process on a certain relevant topic. It
basically consists of elements like data collection, what are the instruments used to collect the
data, how the instrument is used to collect data, and finally the means for analyzing the data.
(Creswell, 2002)
The research design is basically divided into 2 they are:-
Exploratory Research Conclusive Research
5.1.1. Exploratory research
Exploratory research design is also called as formulateresearch design, which is a flexible design
mainly focus onformulating a problem for specific investigation or developing hypotheses from
an operational point of view .It is done mainly to get new ideas and insight about the topic.
(Panneerselvam, 2004)
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5.1.2. Conclusive Research
Conclusive research is actually meant for decision making process by providing informations
that is useful in attaining conclusions. It is basically quantitative in nature, i.e. it will show the
figures and values which can be summarized .This type of research is done with both primarydata,ie the data which is used for current study, and secondary data those are which being in
existing databases which is acquired from original datas.
(Panneerselvam, 2004)
Different between exploratory and conclusive research.
Exploratory Research project component Conclusive
General :Generate Insight Research Objective Specific: very InsightVague data Data Requirements Clear
well Defined Data sources Well DefinedOpen ended, Rough Data collection Applications Often structuredSmall, Subjective Sample Large, Objective
Flexible Data Collection RigidInformal typically qualitative Data Analysis Formal/Typically Quantitative
More tentative Inferences/recommendations More target Oriented
5.1.3 Descriptive research design
This research is more commonly used one. Its main objective is to find the reasons or causes for
a happening. For E.g. with this type of research it is possible to asses which category of market is
a consumer of cola, or to find the market share of a company or competitors from which the
company is facing competition. If the result of the research is positive or useful the researcher
should use strict requirements to find the accurate results.
(Panneerselvam, 2004)
5.1.4. Casual Research
This type of research identifies the effect of one aspect when it is related to another. More
specifically it defines the relationship between two aspects or variables. This research is used for
the hypothetical predictions of the market, with which the business plan is supported
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(Panneerselvam, 2004)
5.2. Research Strategy
Research strategy is completed with archival research and survey research here in study.
5.2.1. Archival Research
In this type of research datas are collected from company reports, journals, articles and customer
databases. Air Indiasannual reports and corporate information can be used to attain useful data
to know more about the company.
(Donald H. McBurney, 2009)
5.1.2. SURVEY RESEARCH
In survey research sociological investigation is carried out that uses questioners statistical survey
reports to understand how the public accept and react. In this case Air Indias customerservice
issues can be sorted out with this kind of research.
(Donald H. McBurney, 2009)
6.0. SAMPLE DESIGN
Sample design is the method of acquiring information regarding a given population. It is the
procedure that the researcher will have to adopt in choosing the items for the sampling.
Sample survey is one of the method of sample design.Its main intention is to make a sample
study and acquir conclutions about the targeted population.The advantages of this design are:
The method is cost effective It studies the issue or the problem in depth It is a time efficient It is practical
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6.1. Sampling Methods
The process of selecting a subset of randomized number of members of the population of a
study and collecting data about the attributes
(panner salvem,2004)
Here we are practicing two types of sampling methods
6.1.1. Probability Sampling
Probability sampling can be defined as random selection of an option. Before random selection
this the researcher should make sure that the elements considered for sampling have equal
probabilities. For example human beings most of the time practice probability sampling like
picking a name out of a bowl, tossing a coin etc.
(Donald H. McBurney, 2009)
Probability sampling can be again classified into three:
Stratified sampling Multistage Sampling Systematic Sampling
6.1.2. Non-probability Sampling
The non-probability sampling is a method where the samples are collected in a procedure that
does not give all the individuals in the population equal chances of being chosen.
(Explorable.com, 2012)
The non-probability sampling is divided into different branches:
I. Judgement Sampling
In this type of samplinh the judgment is don on the opinion of the interviwee.
II. Convenience Sampling
In this type of sampling the elements are chossen accoring to the atributes of the
interview
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III. Convenience Sampling
In this style of samplin the elements are chossen according to the convinience of the
intervieewe
IV. Qouta Sampling
Quota sampling is a form of non probability sampling in which the resercher has a
criteria to select for this type of sampling.this is done on a fixed quota of people.the
elements of this sampling is selected according to some pre defined chrecteristics.
Air Indias current ticket venting strategy san be analiysed with this form of sampling
where customers booking through .The feedback of this type of sampling is basicaly by
the mode of questioners through travel agents.here the information quality is maintained
ie the data collected is strait from the customer and is done ontheir convinience.( Ashley
Crossman)
7.0. DATA COLLECTION
There are two types of data to be collected for this research they are
7.1. Primary Data
Primary data is that sort of data that is fresh and gathered strait from primary sources. The data
will be more objective reliable and authentic.
7.2. Secondary Data
These are the data they are already published and available in open sources. For examples it can
be of journals books periodicals etc
7.3. Quantitative Data
Quantitative datasare those informations which are numeric in nature.These datasare
represented in different forms of histograms visuals charts tables etc.
The following table illustrates what data to be collected in the research.
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DATA NEEDS PRIMARY SECONDARY
QUANTITATIVEQUESTIONNAIRE PUBLISHED SOURCES
QUALITATIVEINTERVIEW
8.0. COLLECTION METHODS
Primary data plays an important role in any research study. Which provide fresh and untapped
information which can be used to link between companies and clients. It shows some of the
hidden informations that cannot be found in any of the secondary datas.(Adfoster, 2010)
Certain Qualitative methods used are;
8.1. Pilot Studies
A pilot study is done on a small scale that helps the researcher to find the convenient data
without doing the full research on certain topic. It gains the researcher with what they want to
know and how to find the best of it. This is basically done on to make a prcised form of
hypothesis . ( Ashley Crossman,2010)
8.2. Focus group interviews
An interview is done among a group people, focusing on the factors like background experience
knowledge in common
8.3. Survey Research Methods
SELF ADMINISTRATED QUESTIONARESSurvey research method is used here is self administrated questionnaires. It can be
prepared both digital as well as physical. Here the research is carried out on physical
questionnaires.
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9.0. DATA MESHUREMENT
9.1. Rating Scales
Rating scales can be used to understand the opinion of the respondents on a particular identified
issue it is usually used to harvest quantitative information .Rating scales are of different styles
9.2. Types Of Rating Scales
Simple Category Scale or Dichotomous ScaleThis is the simplest form of rating scale used.
E.g. have you tried Air Indians services? A. Yes B. NO
Likert ScaleThis includes providing point rates to each option in the form of number.
E.g. 5- Strongly Agree, 4- Agree, 3- Neither agree nor disagree, 2- Disagree, 1- Strongly
Disagree, 0Dont Know
9.3. Summary Of Research Design
SAMPLE UNIT:Customers who use to book their tickets at different travel agencies.
MODE OF SAMPLE : Non-probabillity Sampling
SIZE OF THE SAMPLE : 150
LOCATION OF THE SURVEY : India
METHOD OF COLLECTION : Self administrated questionnaire
DATA MEASUREMENT : Problem
PROBLEM : To An examination of Air Indias under performance in Indian Aviation industry
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FACTORS AFFECTING AIR INDIASUNDERPERFORMANCE IN INDIA AVIATION
INDUSTRY:
MERGER WITH INDIAN AIRLINES
HUMAN RESOURCES ISSUES LOGISTICS ISSUES COST SAFETY
10.0. RESEARCH INSTRUMENT: QUESTIONNAIRE
A list of questions that asked to respondents, which is designed to collect information which is
specific .Basic purpose of this data, is to collect the data, to make it comparable for analysis,reducing bias of the respondents, to make the questions varied and engaged. (BBC, 2012)
10.1. Procedures Involved In a Questionnaire Design
1. Drafting the questionnaire2. Pretesting the questions3. Scrutinizing of the questions
Questionnaire used for the research purpose can be open ended, dichotomous questions, close
ended.
11.0. DATA ANALYSIS
Data analysis is an important in research which helps the researcher to take nessacary data and to
avoid vague ones. The analysis is done with the help of number of tablesdiagrams figures that
are collected through research
12.0. ETHICAL ISSUES
Ethics can be defined as certain rule that defines between satisfactory and unsatisfactory
behaviors. It is a rule that the researcher should maintain inside the constraints of ethics while
doing research. Various issues should be taken into account while doing research like
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confidentiality, privacy, right of refusal informed consent, professionalism and impartiality and
plagiarism. (David, 2011)
13.0.GHANT CHARTNO DUTIES SEPTEMBER OCTOBER NOVEMBER DECEMBER
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3
1 RESEARCHPROPOSAL
SUBMISSIO
N
2 PROPOSALCONFIRMA
TION AND
APPROVAL
3 LITERATURE
REVIEW
4 RESEARCHDESIGN
5 QUESTIONNAIRE
DESIGN
6 DATACOLLECTI
ON
7 REFERENCES AND
FINALISA
TION
8 REPORTWRITING
AND
SUBMISSIO
N
14.0. ESTIMATED EXPENSE FOR THE PROJECT (BUDGET IN INR)
Travelling expenseINR 500
Miscellaneous expensesINR 300 Paper costINR 120
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15.0. REFERENCE
AAI, 2011.AAI AND MOCA. MOCA.
Adfoster, 2010. Primary and Secondary data-What's the difference?[Online] Available at:
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BBC, 2012. Questionnaires. [Online] Available at:
http://www.bbc.co.uk/schools/gcsebitesize/dida/using_ict/questionnairesrev1.shtml[Accessed 28
November 2012].
Beiske, B., 2008. Research Methods:Uses and Limitations of Questionnaires, interviews and case studies.
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of-questionnaires-interviews-and[Accessed 12 April 2012].
CAPA, n.d. Centre for Aviation & Indian DGCA. [Online] Available at:
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growth-to-slow-from-2011-rate-of-166-66992[Accessed 31 jan 2012].
capitaline, 2007. Capital line. [Online] Available at:http://www.capitaline.com/new/index.asp.
Creswell, J.W., 2002. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
Second Edition ed.
David, B.R.J.D..P.D., 2011. Research. What is Ethics in Research & Why is it Important?, 26 October. pp.3-
4.
DGCA, 2012. DGCA. [Online] Available at:http://dgca.nic.in/reports/Market.pdf[Accessed 30 November
2012].
Donald H. McBurney, T.L.W., 2009. Research Methods. Cengage Learning.
Dr.C.Rajendra, K., 2011. Research Methodology. 2008th ed. NewDelhi: APH Publishing Corporation.
Explorable.com, 2012. Explorable.Com. [Online] Available at:http://explorable.com/non-probability-
sampling.html[Accessed 24 November 2012].
Gill, J. & Johnson, P., 2010. Research Method For Managers. 4th ed. London: Sage Publications.
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dreamliner-in-flight-entertainment-system/1/188428.html&h=264&w=505&sz[Accessed 30 november
2012].
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November 2012].
Lucienne T. M., & Amaresh , C., 2009. DRM, a Design Research Methodology. London: Springer.
ODI, 2009. Research Tools: Focus Group Discussion. [Online] Available at:
http://www.odi.org.uk/resources/details.asp?id=5695&title=focus-group-discussion[Accessed 10 April
2012].
Oil, I., 2011. Indian Oil. November.
Panneerselvam, R., 2004. ResearchMethodology. PHI Learning Pvt. Ltd.
RBI, A.a.M., 2011. RBI,AAI and MOCA Analisys. RBI,AAI and MOCA.
Resnik, D.B., 2011. What is Ethics in Research and Why is it Impotant. [Online] Available at:
http://www.niehs.nih.gov/research/resources/bioethics/whatis/[Accessed 11 April 2012].
Singh, S., 2011. Secondary data definition. [Online] Available at:
http://www.publishyourarticles.org/knowledge-hub/statistics/secondary-data-definition.html[Accessed
11 April 2012].
Statistics Canada, 2009. Non Probability Sampling. [Online] Available at:
http://www.statcan.gc.ca/edu/power-pouvoir/ch13/nonprob/5214898-eng.htm[Accessed 9 April
2012].
Ursula Wheeler, 2010. What is a Pilot Study?[Online] Available at:http://ursula-
wheeler.suite101.com/what-is-a-pilot-study-a266739[Accessed 11 April 2012].
http://www.google.com.my/imgres?imgurl=http://media2.intoday.in/btmt/images/stories/air-India-dreamliner2_505_092612123913.jpg&imgrefurl=http://businesstoday.intoday.in/story/air-India-dreamliner-in-flight-entertainment-system/1/188428.html&h=264&w=505&szhttp://www.google.com.my/imgres?imgurl=http://media2.intoday.in/btmt/images/stories/air-India-dreamliner2_505_092612123913.jpg&imgrefurl=http://businesstoday.intoday.in/story/air-India-dreamliner-in-flight-entertainment-system/1/188428.html&h=264&w=505&szhttp://www.odi.org.uk/resources/details.asp?id=5695&title=focus-group-discussionhttp://www.odi.org.uk/resources/details.asp?id=5695&title=focus-group-discussionhttp://www.niehs.nih.gov/research/resources/bioethics/whatis/http://www.niehs.nih.gov/research/resources/bioethics/whatis/http://www.publishyourarticles.org/knowledge-hub/statistics/secondary-data-definition.htmlhttp://www.publishyourarticles.org/knowledge-hub/statistics/secondary-data-definition.htmlhttp://www.statcan.gc.ca/edu/power-pouvoir/ch13/nonprob/5214898-eng.htmhttp://www.statcan.gc.ca/edu/power-pouvoir/ch13/nonprob/5214898-eng.htmhttp://ursula-wheeler.suite101.com/what-is-a-pilot-study-a266739http://ursula-wheeler.suite101.com/what-is-a-pilot-study-a266739http://ursula-wheeler.suite101.com/what-is-a-pilot-study-a266739http://ursula-wheeler.suite101.com/what-is-a-pilot-study-a266739http://ursula-wheeler.suite101.com/what-is-a-pilot-study-a266739http://ursula-wheeler.suite101.com/what-is-a-pilot-study-a266739http://www.statcan.gc.ca/edu/power-pouvoir/ch13/nonprob/5214898-eng.htmhttp://www.publishyourarticles.org/knowledge-hub/statistics/secondary-data-definition.htmlhttp://www.niehs.nih.gov/research/resources/bioethics/whatis/http://www.odi.org.uk/resources/details.asp?id=5695&title=focus-group-discussionhttp://www.google.com.my/imgres?imgurl=http://media2.intoday.in/btmt/images/stories/air-India-dreamliner2_505_092612123913.jpg&imgrefurl=http://businesstoday.intoday.in/story/air-India-dreamliner-in-flight-entertainment-system/1/188428.html&h=264&w=505&sz8/13/2019 An Examination of Air India's Under Performance in India Aviation Industry
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16.0. QUESTIONNAIRE
NAME -------------------------------------------------------------------
GENDER MALE [ ] FEMALE [ ]
OCCUPATION STUDENT [ ]
PROFESSIONAL [ ]
HOUSE WIFE [ ]
OTHERS [ ]
MARITAL
STATUSSINGLE [ ] MARRIED [ ]
INCOME
LEVEL10000-25000 [ ] ABOVE 25000 [ ]
ADDRESS -------------------------------------------------------------------
CITY: -------------------------------------------------------------------
E-Mail: -------------------------------------------------------------------
Contact number ------------------------------------------------------------------
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1.How often you fly with Indian Airlines?
a. Frequently [ ]
b. Once in a month [ ]
C. Once in a year [ ]
d. Never [ ]
2.What are your preferences before booking a flight
a.Services [ ]
b.Reasonable price [ ]
c.Promotions [ ]
d.Others [ ]
Please specify :----------------------------------------------------------
3. Trough which medium you book your tickets?
a.Online [ ]
b.Agents [ ]
c.Through airline [ ]
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offices
d.Others [ ]
Please specify :-----------------------------------------------------------
4. Is Air India an better option for you to fly?
YES [ ] NO [ ]
If no please give your reason:---------------------------------------------------
-----------------------------------------------------------------------------------------
5. Where do you think Air India lags?
a.CustomerService
[ ]
b.Ticket Price [ ]
c.Timings [ ]
Others please specify:--------------------------------------------------------------
-----------------------------------------------------------------------------------------
6. Did you ever met with any bad experience in Air India?
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a.Frequently [ ]
b.Sometimes [ ]
c.Very often [ ]
d.Not at all [ ]
7. How do you rate Air India?
a.Excellent [ ]
b.Good [ ]
c.Satisfactory [ ]
d.Need to improve [ ]
8. Which of these areas do Air India need improvements?
a.In flight services
b.Employees
c.Lounge
Others please specify :-------------------------------------------------------------
------------------------------------------------------------------------------------------
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9. How frequently is Air India on time service?
a.Always [ ]
b.Generally [ ]
c.Sometimes [ ]
d.Never [ ]
10. Do you think that Air India has to improve its management system in order to
increase its performance?
a.Strongly agree [ ]
b.Agree [ ]
c.Neither agree or
disagree[ ]
d.Disagree [ ]
e.Strongly
Disagree[ ]
11.Will you recommend Air India for your near and dear?
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Yes [ ] No [ ] Maybe [ ]
12. Do you think the opinion about Air India has gone down in last few years?
a.Strongly agree [ ]
b.Agree [ ]
c.Neither agree or
disagree[ ]
d.Disagree [ ]
e.Strongly
Disagree[ ]
Suggestions for Air Indias due to its underperformance!
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