The Effect of Leading Pricing on Sales Performance in Pakistan's Aviation and Airline Sector


  • Mehak Nasir Superior University Lahore
  • Zara Zafar Superior University Lahore
  • Ali Gohar Superior University Lahore


Leading Pricing, Sales Performance, Pakistan's Aviation Sector, Discriminatory Pricing, Pricing for Penetration, Price Reduced, Pricing Psychology


The purpose of this study is to see how competitive pricing affects sales numbers in the Pakistan aviation industry. The information was gathered using a constructed survey method from two seventy respondents in Pakistani air travel services. The data was examined using the Simple linear regression analysis. The findings show that discriminatory, penetration and reduced prices (Independent Variables) strategies in the Pakistan aviation industry had a positive and significant impact on sale performance which is a Dependent Variable. The researchers indicated that fair pricing was crucial for increasing and improving the Pakistan aviation industry's sales performance. Based on the study's dimensions and relevant literature, four hypotheses were developed. In a questionnaire with twenty questionnaires, the dimensions and research hypothesis were designed to collect data, analyze the hypothesis, and reach conclusions. The questionnaires were then distributed to passengers of Pakistan Airlines. The data collection yielded 230 completed questionnaires, 200 of which were processed for further research. Overall, the results of this study findings provide and support the study's model. As a result of the overall analysis, Hypothesis 1 and 2 are assumed to be rejected, while Hypothesis 3 and Hypothesis 4 are assumed to be accepted.


Ayman, R. (2012). What is pricing? Retrieved from

Batra, R., and Ahtola, O.T. (1988). Hedonic and utilitarian antecedents of consumer attitudes.

Working Paper, Columbia University.

Baker, M.J. and Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations," JMR, 14 (November), 538-555.

BL Lee, A. W. (2019). Building image in the airline industry: Pakistan international airline as the point of convergence. Elsevier.

Brady, R. & Stephenson, O. (2006). Practice of marketing (1st ed.). New Jersey: Prentice Hall International

Brown, H. & Gait, J. (2008). Introduction to marketing: elements and practices relevant. Retrieved from: marketingfile/4027638353736820389.html

Burton, S. and Lichtenstein, D.R. (1988). The Effects Ad Claims and Ad Content on Attitude Toward the Advertisement. Journal of Advertising, 17 (1): 3-11.

C Shen, Y. Y. (2021). The impact of service quality and price pn passengers’ loyalty towards low-cost airlines: The south Asia perspective. Elsevier.

CA Enz, L. C. (2016). Competitive pricing decisions in uncertain times. Sage.

Carter, E. & Ricardo, G. (2011). Fundamentals of marketing: a look at the marketing mix and their relative importance. International Journal of Marketing Research, 19 (6): 29-35

DE Griffth, R. R. (2015). The price of competetiveness in competetive pricing. Sringer. Gregor, M. & Fred, G. (2010). Concept of marketing (3rd ed.). Boston: Irwin

Glass, G. V & Hopkins, K.D. (1984). Statistical Methods in Education and Psychology, 2nd Edition. Englewood Cliffs, NJ: Prentice-Hall.

Janssens, W., Wijnen, K., Pelsmacker, P.D. & Kenhove, P.V. (2008). Marketing Research With SPSS, Prentic Hall

K Ahmad, M. K. (2018). A Comparative analysis of productivity of airline industry: Evidence from selected asian airlines. international journal of business and social sceinces.

LC Kung, G. Z. (2017). The optimal pricing strategy for two sided plateform delivery in the sharing economy. Elsevier.

M Kienzler, C. K. (2017). Pricing Strategy: A review off 22 years of marketing research. jornal of business research (Elsevier).

Megan, Y. (2004). Significance of pricing in marketing. Retrieved from: inmarketing?5763598244262637/-/.aspx

MA Saleem, S. Z. (2017). impact of service quality and trust on repurcchase intentions-the case of pakistan airline industry. Emerald.

Winston, C. & Crandall, R. W. (2014). Unfriendly Skies. Retrieved January 16, 2013, from The Brookings Institution: http://www.brookings.ed u/rese arch/opini ons/ 2014/12/18corporations-crandall

Zalta, G. S. (2014). Barriers to entry: A Corporate Strategy Perspective. Lexington, Massachusetts: Lexington Books.

MB Ahmad, E. W. (2016). impact of employee motivation on customer satisfaction: study of airline industry in pakistan. Sage.

Raju, K. & Mohdi, N. (2009). The extended Ps of marketing (2nd ed.). Delhi: Kahn Publishing Company Ltd

Umar, G. & Rouhani, B. (2014). The role of pricing strategies in corporate performance.

Journal of Business and Management, 34(12):301-315




How to Cite

Nasir, M., Zafar, Z., & Gohar, A. (2022). The Effect of Leading Pricing on Sales Performance in Pakistan’s Aviation and Airline Sector. DASC Research Center, 1(2). Retrieved from