Marketing Principles & Practice

CONSUMER BUYING DECISION
MAKING: RYANAIR’S LOW COST, NO
FRILL AIR TRAVEL

INTRODUCTION
 Marketing principles and practices include a procedure that includes the research of
products and accordingly designing them and then promoting it with the help of
effective strategies.
 Present study is based on the organisation Ryanair that is Irish airline founded in the
year 1984 and at present this airline is providing 225 destinations to its customers,
having its headquarter at Dublin airport, Ireland.
 Ryanair offers low cost, no frills air travel to its customers and it is the best product
that this organisation offers

LOW COST, NO FRILL AIR TRAVEL
 Ryanair is Irish airline multinational organisation that offers different air travel
facilities to customers at European destination.
 Ryanair is providing low cost, no frill air travel facility that attracts most of the
travellers.
 There are more than 225 destinations that are available in travel list of Ryanair and
company is operating in more than 38 countries all over the world.

CONSUMER DECISION MAKING
PROCESS
 Need Recognition
 Search for information