Consumers’ practices of buying flight tickets: how consumers manage the complexity of airline companies’ pricing strategies
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2023-11-06
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Rosenthal, Benjamin
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Acts of consumption come from a specific social practice. To travel overseas, long distances, or even if it is only to go faster, it is necessary to fly. Usually, booking a flight is the first practice in the whole traveling experience. However, there is a lack of knowledge on the part of consumers about the pricing definition, which leads them to have doubts when buying their tickets. Starting from this premise, this research focuses on understanding the practice of domestic flight ticket purchasing through the lenses of the theory of practice (competencies, materials, and meanings) and coming up with a concise and clear consumer journey as an output. To collect data, the research method was overt observation, in which the participant knows they are being observed, and the researcher takes notes during all the processes and behaviors. The researcher asked the participants to simulate a purchase as if they were buying a ticket they needed or had just bought (not more extended than three months ago). In addition, participants were interviewed to gather some extra information from their point of view. The results suggest that the airline sector could better communicate with their customers to avoid rumors and educate them to get a better deal.