Characterizing Market Segments for a General Aviation Airport

Kenneth D. Bahn; Akshay Rao

doi:10.1007/978-3-319-11101-8_65

Characterizing Market Segments for a General Aviation Airport

Kenneth D. Bahn, Akshay Rao

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

This study investigates the relationship between awareness, attitudes, intentions, media habits, and demographics and the frequency of flying during a one year period. Multiple discriminant analysis is used to profile market segments based on services offered by a general aviation airport. Awareness was found to have the least predictive power and intentions to use specific services was the most useful in characterizing market segments.

Original language	English (US)
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	308-312
Number of pages	5
DOIs	https://doi.org/10.1007/978-3-319-11101-8_65
State	Published - 2015
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

Keywords

Market Segment
Public Transportation
Stepwise Discriminant Analysis
User Group
Wall Street Journal

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1007/978-3-319-11101-8_65

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Characterizing Market Segments for a General Aviation Airport. / Bahn, Kenneth D.; Rao, Akshay.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 308-312 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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Characterizing Market Segments for a General Aviation Airport

Abstract

Publication series

Bibliographical note

Keywords

UN SDGs

Access

OpenUrl availability

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