| 摘要 |
The present invention is contrived to transmit an effect perception of a price information message for all sorts of problems and a price information message that is most effective to a customer, and it will be recognized whether the price sensibility of the customer can be lowered. In an effect analysis of a price information message, a message containing contents of ′business depression′ of V6 is indicated as the most effective message, and price information message type V4 of the contents for ′a new menu development in an airline food and a food level improvement′ and price information message type V2 of the contents for ′a product quality improvement by a conventional aircraft repair and a new airplane introduction′ are effective in turn. In an analysis of covariance for checking the effect of the price information message, it has been indicated that ′an annual average price income′, ′a utility value of a payment amount′ and ′an importance of a utility value level on decision making′ are significantly indicated statistically and act as a covariance variable. It has been found out that a variable affecting a price sensibility of the customer is an economic psychology variable in which, as customers who recognize that the more a utility value of an airline used by the customers is recognized to be high, the more a use price level importantly affects decision making for using an airline, or as an annual average household income is increased, the customer feels that a use price of the airline is inexpensive. It has been indicated that the price information message has an effect on the price perception of the customer. Therefore, airlines will try to reduce the price sensibility of the customer. In addition, in order to reduce the price sensibility, the airlines will have to focus on marketing activities on the basis of effective messages. |
