FATORES DE ESCOLHA NA COMPRA DE PASSAGEM AÉREA: IMPORTÂNCIA PERCEBIDA E FREQUÊNCIA DE UTILIZAÇÃO DE INFORMAÇÕES PELOS CONSUMIDORES
The main objective of this article is to examine the perception of passengers about factors of choice when purchasing an airline ticket. Specifically, it seeks to identify the degree of relative importance of these factors and the declared frequency of use of information related to the transportation offer, including the examination of differences between groups of respondents according to their travel habits. To this end, a survey was conducted among air transport users in Brazil. Data analysis comprised four steps: descriptive statistics, cluster analysis, group difference analysis, and GAP analysis. The findings indicate the relative importance of each factor and the frequency of information use, suggesting significant differences in response patterns between passenger groups based on travel frequency. In addition, we identified factors whose relative importance is lower than the frequency of use of information related to them. In conclusion, the study contributes to a better understanding of consumer behavior with respect to different factors of choice for airline ticket purchase, including passenger segmentation. The findings can guide the planning and management activities of actors in the sector and encourage future research on the subject.