A multiple discriminant approach to identifying frequent fliers in airline travel: some implications for market segmentation, target marketing, and product differentiation

Abstract

This study uses multiple discriminant analysis and other statistical techniques to identify the behavioral, attitudinal, and demographic correlates of frequent-flier members and non-members as well as light, medium, and heavy users of air travel in the United States. These membership categories are viable bases for segmentation and the appropriate marketing mixes are then designed to conform to the discriminating characteristics of the target markets of different airlines.