1.4 Research Questions 1. What are the main criteria that consumers use to choose Airline? {Some of the criteria that flight consumers use to choose Airlines include flexibility of the destinations and Availability of well-established airports} 2. Which are the consumers’ current perceptions of Air China’s brand? {That Air China is an international brand; That Air China is a first class company} 3. What are the consumers’ future expectations of services that Air China delivers? {Full- fledged online ticketing & booking services} 4. Which are the areas of improvement that consumers prefer for Air China’s brand? {Expansion of the reception room and incorporation of more flight schedules for international destinations}