Consumer behaviour in Milano Malpensa airport environment: How do delayed flights affect consumer spending?

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Marolli, Sara
Issue Date
MSc in Marketing
Dublin Business School
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The aim of the research is to investigate passengers’ money spending and behaviour when a delayed flight is announced at Milano Malpensa Airport. The literature review contextualizes the airport environment and helps draw seven Hypothesis. This study is carried out following a positivism philosophy and a deductive approach. A quantitative survey strategy is adopted. The study is cross-sectional and carried out on July 6th and 7th. A structural interview is conducted with a sample of 100 individuals. Data are analysed with the software R. The findings appear in diagrams and chart and results include Descriptive and Inferential statistics. It can be stated that a delayed flight affects consumers’ behaviour, generating anger, frustration and need to complain. Money spending is influenced as well, since it increases when the delay occurs. Not only strengths of the study are mentioned but also weaknesses, important to draw future recommendations and to discuss implications obtained.