In India, air travel in the early twentieth century, mainly between the major cities and historically was driven business. However, a set of relatively unused airfields exist in smaller cities, representing a potential opportunity to create demand for air transport in the area. This will require a deeper understanding of the travel options and design offers air tickets, which can compete with those options. The three-part case describes a methodology to arrive at an appropriate new offer on flights and to assess the potential demand in this context. In the first part (A), the competing uses of travel are considered and attributes that are relevant to the development of new supply air defined. Selection based on a joint experiment was developed and pilot data were obtained and analyzed. "Hide
by Jayaram Holla, Rishikesha Krishnan, Srinivas Prakhya Source: Indian Institute of Management, Bangalore 26 pages. Publication Date: March 1, 2012. Prod. #: IMB365-PDF-ENG
