WestJet’s pricing is much competitive compared to its Canadian airline competitor. WestJet began as a low-cost carrier, instantly differentiating themselves from their competitors. WestJet’s prices are still low. Thus, most customers still chose WestJet over Air Canada modestly because of consumer-value pricing. In other words, the consumer’s value awareness of the trademark supersedes its price insights. Instead, being known as a low-cost carrier means that they are known for not having full value-added options such as food, space, and showbiz, yet WestJet’s aim is to be the best. Their customer service is remarkable, and year after year, this strength places them ahead of other airlines. Together with customer service, WestJet ambitions to