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easyjet - This paper will start by briefly discuss the client history then move on to analyse situation in client market.
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| Submitted: Fri Jan 28 2005
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Introduction If one were to ask about a fastest growing airline the name easyJet would be mentioned. The airline is part of the easyGroup owned by a Greek entrepreneur Stelios Haji-Ioannon. The airline use of the Internet has marked it as an innovative, dynamic company. A product the airline offers is air flight. The purchasing of airline ticket is neither low- or high-involvement purchase, it is in the mid-range. It is not a low-involvement purchase since consumers under this condition will go for 'buy the cheapest' and are likely to purchase on impulse (Engel, Blackwell, and Miniard 1990). However, airline ticket purchases are usually not impulse purchases; they are usually planned. On the other hand, it is not under high-involvement purchase because according to Engel et al. (1990), products that have similar alternatives tend to be in low- or mid-range problem solving continuum. The alternatives of an airline flight are quite...
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