The document analyzes customer data collected by Easyway Travel Agencies regarding their marketing segmentation and customer perceptions. It includes 8 tables and figures showing results of the data analysis, such as 70% of customers choosing economic tour packages and 60% hearing about Easyway from friends/relatives. It finds high customer satisfaction ratings for Easyway's personal care, product offerings, and hotel food/rooms.
The document analyzes customer data collected by Easyway Travel Agencies regarding their marketing segmentation and customer perceptions. It includes 8 tables and figures showing results of the data analysis, such as 70% of customers choosing economic tour packages and 60% hearing about Easyway from friends/relatives. It finds high customer satisfaction ratings for Easyway's personal care, product offerings, and hotel food/rooms.
The document analyzes customer data collected by Easyway Travel Agencies regarding their marketing segmentation and customer perceptions. It includes 8 tables and figures showing results of the data analysis, such as 70% of customers choosing economic tour packages and 60% hearing about Easyway from friends/relatives. It finds high customer satisfaction ratings for Easyway's personal care, product offerings, and hotel food/rooms.
The document analyzes customer data collected by Easyway Travel Agencies regarding their marketing segmentation and customer perceptions. It includes 8 tables and figures showing results of the data analysis, such as 70% of customers choosing economic tour packages and 60% hearing about Easyway from friends/relatives. It finds high customer satisfaction ratings for Easyway's personal care, product offerings, and hotel food/rooms.
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CHAPTER IV
PRESENT STUDY & DATA ANALYSIS
71 4.1 RESEARCH METHODOLOGY
Research methodology refers to the systematic way in which a research problem is
solved. This section deals with the concept of the study, the objectives, the justifications, the design of the study and the limitations faced while undertaking the study.
4.1.1 Objectives: The present study is conducted with the following objectives: To analyze the effectiveness of marketing segmentation of Easyway Travel Agencies. To examine the perception level of customers regarding Easyway Travel Agencies.
4.1.2 Data Collection
Both primary data and secondary data were used for the study. Primary data refers to the data collected directly from the universe under study. Primary Data has been collected from the customers those who have taken the package tour in Easyway Travel Agencies. The merit of this method is that the information gathered can be trusted. Primary data used here are the data collected through a questionnaire from the customers. Secondary data are those data that are collected from secondary sources such as published matter or previous studies. Secondary data are collected from the literature about travel agency marketing, the records and registers of the organization . Various research papers also have been used as secondary data sources.
4.1.3 Limitation of the Study
This survey was made only with the customers who were willing to give the feedback after their package. The data has been collected to the few customers who came back to give their opinion about the tour so unable to collect data from all customers who have taken the tour. Time limitation is one of the major constrain.
72 4.2 DATA ANALYSIS
Data analysis refers to the analysis of information collected during the study by using various tools like graphs, charts and tables. Statistical tools like percentage analysis are also used. This is done to find outcome from the flood of data received.
The table shows that 70% of the respondents are choose the Economic tour package and 8% of the respondents are choose Luxury tour package and 12% of the respondents are choose Moderated tour package and remaining 10% of the respondents are choose other types tour packages. FIGURE 4.2.1 TYPES OF TOUR PACKAGE
TABLE 4.2.2 ADVERTISEMENT OF EASYWAY
73 Medium Frequency Percentage Friends and Relatives 60 60 Magazine 8 8 Internet 16 16 Newspaper 10 10 Others 6 6 Total 100 100
The table shows that 60% of the respondents came to know about Easyway through their friends and relatives. Only a 16% of got the knowledge from internet and an 16% knew about Easyway through newspaper and magazines and rest of 6% are others.
FIGURE 4.2.2 ADVERTISEMENT OF EASYWAY
74 TABLE4.2.3 REASON FOR CHOOSING AN ECONOMIC TOUR PACKAGE
40% of the respondents have choosing of economic tour package for pricing and 30% of the respondents an equally choose their duration and destination and remaining 10% of the respondents are choose their facilities.
FIGURE 4.2.3 REASON FOR CHOOSING AN ECONOMIC TOUR PACKAGE
75 TABLE 4.2.4 PERSONAL CARE AND ATTENTION GIVEN BY EASYWAY
It can be seen that 64% of the respondents are strongly agree and 28% of the respondents agree with the personal care and attention given by Easyway and only 8% of the respondents are uncertain with the personal care and attention given by Easyway.
FIGURE 4.2.4 PERSONAL CARE AND ATTENTION GIVEN BY EASYWAY
The table showing 73% of the respondents are satisfaction with priciing ofEconomic tour package and 15% of the respondents are neutral opinion to pricing ofEconomic tour package and 17% of the respondents are dissatisfied to pricing of Economic tour package.
FIGURE 4.2.5 PRICING OF ECONOMIC TOUR PACKAGE
77 TABLE 4.2.6 SATISFACTION LEVEL WITH EASYWAY PRODUCTS
The table showing 22% of the respondents are highly satisfied with the Easyway product and 51% of the respondents are satisfied with the Easyway products and 17% have neutral opinion about it. While, 10% show dissatisfaction with Easyway product.
FIGURE 4.2.6 SATISFACTION LEVEL WITH EASYWAY PRODUCTS
78 TABLE 4.2.7 SATISFACTION LEVEL WITH THE FOOD AND ROOM SERVICES OF THE HOTEL
The table showing 44% of the respondents are highly satisfied with the food and room services of the Hotel and 38% of the respondents are satisfied with the food and room services of the Hotel and 10% of the respondents have neutral opinion about it and only 8% of respondents are dissatisfied with the food and room services of the hotel.
FIGURE 4.2.7 SATISFACTION LEVEL WITH THE FOOD AND ROOM SERVICES OF THE HOTEL
79 TABLE 4.2.8 INFORMATION PROVIDED OF ECONOMIC TOUR PACKAGE BY EASYWAY
From this table shows that 78% of the respondents are satisfied with the information provided of economic tour package by Easyway and 16% have neutral opinion about it and while remaining 6% only dissatisfied with information provided of Economic tour package by Easyway.
FIGURE 4.2.8 INFORMATION PROVIDED OF ECONOMIC TOUR PACKAGE BY EASYWAY
TABLE 4.2.9 SATISFACTION LEVEL WITH THE TOTAL PACKAGE SERVICES
75% of the respondents are satisfied with the total package services offered by Easyway. 20% of the respondents are of neutral opinion and 5% of the respondents are dissatisfied with the total package services offered by Easyway.
FIGURE 4.2.9 SATISFACTION LEVEL WITH THE TOTAL PACKAGE SERVICES
The Table shows that 96% of the respondents would recommend Economic tour package to their friends and relatives and 4% of the respondents are neutral opinion about it.
