I. CONSUMER PERSONIFICATION

I.1. Segmentation
Two segmentation types can be used:
- Product Segmentation
- Customers Segmentation

I.1.A. Product/Service Segmentation
Product/Service Segmentation is based on both the usage and benefits of a service / product perceived by customers.

For flight travels, it can concerned services provided by the airlines during the flight itself as well as on the ground.
A list of possible criteria to differentiate carriers can be:
- Flight meals included or not
- Space between seats
- Baggage (allowance / booking ability / fees)
- Airport selection (major hubs / countryside airports)
- Boarding terminal distant or not from the main hall
- Boarding on the tarmac or through a terminal
- Cabin crew (number per plane, engagement, objectives...)
- Customers’ expectations
- Seat selection...

Travel distance and time spends for the journey are also segmental like:
- Short / Medium Haul (Domestic flights or toward UK / Europe)
- Long Haul (International flights toward North America and Asia)

In addition, airlines can be divided into 3 specific groups:
- Low service quality (Charters and some Low costs)
- Medium service expectations (Low costs)
- Full service exigencies (Airlines)

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I.1.B. Customers’ Segmentation
Customers’ segmentation results from distinct characteristics peculiar to a group of people (attitudes, needs, interests...).

In the Aer-Lingus cases, information like:
- Gender (Male / Female)
- User age
- Clients’ occupation
- Customer loyalty would have been really useful to draw a customer profile’s clear picture for this assignment.
Indeed, thanks to the Aer-Lingus website where more than75 percent of the company business is made, data like those above are easy to collect and process.
However, it is really difficult to find them on internet or through the different accessible annual reports, probably due to their sensitive aspect.
In addition, despites some