Ryanair's Consumer Behavior: Marketing Orientation and Strategy Report

This report examines Ryanair, a low-cost Irish airline, focusing on its marketing strategies and consumer behavior. It explores various marketing management orientations, including production, product, and sales orientations, and how Ryanair applies these concepts to attract customers. The report delves into marketing and societal marketing orientations, analyzing how Ryanair identifies and satisfies customer needs while considering societal impact. The conclusion highlights how consumer behavior influences Ryanair's service improvements and its ability to attract international customers. Recommendations are provided to enhance Ryanair's operations through market research, improved communication, and employee training. The report references several academic sources, providing a comprehensive analysis of Ryanair's marketing approach. This analysis is useful for understanding the consumer decision-making process and how it is used by Ryanair to improve its services. This analysis is a past paper available on Desklib, a platform providing AI-based study tools.

Consumer Decision
Making Process &
Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
a) Marketing management orientation........................................................................................3
b) Marketing orientation and societal marketing orientation......................................................4
PART B ...........................................................................................................................................5
Covered in PPT...........................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................5
.........................................................................................................................................................5

INTRODUCTION
Ryanair DCA is an Irish airline which is a low budget airline founded in 1985. It operates
between Dublin airport and London Stansted airport. Ryanair is on the most profitable airline
operating in Europe. The company follows the low cost model which attracts more international
passengers towards than any other airlines. Ryanair provides their baggage handling services
through Omniserv, this helps in transporting the luggage that has been checked at the ticket
counter to the place where they are loaded onto the plains. The concept of marketing that has
been taken is Societal concept which is applicable on Ryanair.
MAIN BODY
a) Marketing management orientation
Marketing management orientation is a concept of marketing which focuses on various
techniques that helps to produce and market the products to the customers. The management
generally focuses upon strategies that facilitate healthy relations with the customers which will
help them to increase their profitability. It is used as a basis for marketing campaign. Ryanair
uses marketing concepts which helps them to identify the needs and wants of the customers
(Horner and Swarbrooke, 2016). These marketing concept helps the organisation in grabbing the
opportunities by the organisation that can be identified from analysing the business environment.
Various such concepts are :
 Production Orientation : This orientation focusses upon the production of cheap
products so that they can attract a large number of customers. Production orientation
assumes that the customers expect affordable products and it can be done by
manufacturing on a large scale. Due to mass production the per unit cost of the goods
reduces which reduces their cost. Ryanair can use this concept by improving and
bringing efficiency in their services. When they will use mass distribution strategy it
will reduce their cost which will make them comparatively affordable airline
(Homburg, Jozić and Kuehnl, 2017 ).
 Product Orientation : Product Orientation assumes that the consumers does not want
cheap products but they want quality in the products. The consumer believes that if the
product is good then the prices doesn't matter. Ryanair can use this concept when they
want to provide the quality products to their customers. But they should be willing to

pay such prices. They can improve the services of the company such as by introducing
new features in their flights (Shabani and Hassan, 2018) .
 Sales Orientation : The sales orientation concept seems like it is customer focussed
but it is not so. In this concept the preference of the customers are not considered but
persuades customers to buy their products. The basic of this concept is to sell hard.
Ryanair can use this concept when they want to increase their sales without focusing
on the what the customers expect from them. This can be done by them through
aggressive advertising and other promotional campaigns (Jauhari, 2017).
b) Marketing orientation and societal marketing orientation
The other concepts that can be used by the organisation to improve the relations with the
customers are :
 Marketing marketing orientation : This is the concept which emerged in late 1950's
which is a scenario rather than any individual process. It is customer centric philosophy
where the needs and wants of the customers are focusses and the product and services
are provided on the such basis (Lane, 2016). This concept believes that the organisation
can improve their profitability and can achieve their objectives only by effectively
creating, delivering and communicating the values to the customers. The main focus is
on providing the right product at right time and at right place. Use of this concept will
helps Ryanair in understanding the needs of the customers from their airlines. It will help
them to build the trust among the customers by satisfying their needs and wants (Singh,
Shukla and Kalafatis, 2017). Further it will help in maintaining the relations with them
by way of various augmented services. Marketing orientation will also focus on
introducing the changes which can be required due to changes taking place in the
business environment.
 Societal marketing orientation : This concept focuses on satisfying the customers but
also considering that whether the society will accept it or not. The value that is to be
delivered to the customers should help in maintaining and improving the well-being of
the society. Societal orientation focuses upon providing such goods to the customers
which can uplift the living standard of the people in the society. Ryanair can adopt this
concept by considering corporate social responsibility in their organisation (Starkie,
2016).

PART B
Covered in PPT
CONCLUSION
From the above report it is concluded that consumers of Ryanair uses their services as
they effectively satisfies them by fulfilling all their needs and issues faced by them. Also the
consumer buying behaviour helps the Ryanair in improving their services. It is a low cost airline
that can easily attract the international customers (Pike, 2015). Some recommendations that are
proved to Ryanair which can improve their operations with the help of applying various concepts
of marketing:
 identify the needs and wants of the customers by conducting the market research
 in roving the communication channel of the organisation which will help them to attract
more customers
 training to the employees so that they can deliver best services to the services by catering
them well
REFERENCES
Books and Journals
Jauhari, V. ed., 2017. Hospitality Marketing and Consumer Behavior: Creating Memorable
Experiences. CRC Press.
Shabani, N. and Hassan, A., 2018. Augmented reality for tourism service promotion in iran as
an emerging market. In Virtual and Augmented Reality: Concepts, Methodologies,
Tools, and Applications (pp. 1808-1818). IGI Global.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science .45(3). pp.377-401.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Singh, J., Shukla, P. and Kalafatis, S.P., 2017. IT usage for enhancing trade show performance:
evidence from the aviation services. Journal of Business & Industrial Marketing. 32(3).
pp.398-408.
Starkie, D., 2016. Aviation markets: studies in competition and regulatory reform. Routledge.