( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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FACTORS INFLUENCING CONSUMERS’ DECISION MAKING REGARDING THE PURCHASE OF AIR TICKET ONLINE IN GUWAHATI, ASSAM

    2 Author(s):  KRISHNA KUMAR THAKUR,DR. BIJU MANI DAS

Vol -  10, Issue- 3 ,         Page(s) : 85 - 94  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The main aim of the study is to find out the factor which may influence consumers’ decision making regarding the online purchase of air tickets of the consumers from Assam. This study is based on primary data collected with the help of predesigned questionnaire thus the study is quantitative in nature. Questionnaire has been designed with multiple options and 5 point Likert scale. Sample for this study is the passengers travelling from the airport of Guwahati, Assam. The Sample has been selected based on stratified random sampling method. To select the sample, Krejcie and Morgan (1970) sample size table has been used. The sample suggested for this study is 384, total of 500 questionnaires was distributed and 251 were found to be usable after preliminary screening. SPSS 21 has been used to analyse the primary data. Findings of this study suggest that, perceived ease of use, vendor reputation, price and intention of an individual has significant effect whereas perceived usefulness and trust was found to be non significant on decision making regarding the online purchase of air tickets.

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