Consumer Buying Behaviour Analysis: Ryanair Airline Services

This presentation examines consumer buying behavior in the context of Ryanair, a low-cost airline. It begins with an introduction to Ryanair and its services. The core of the presentation focuses on the consumer decision-making process, outlining the stages consumers go through when selecting airline services, including need recognition, information gathering, evaluation of alternatives, purchase decision, and post-purchase behavior. The application of this framework to Ryanair is then explored, highlighting how Ryanair caters to various customer needs and preferences, offering affordable and accessible travel options. The presentation concludes by emphasizing the importance of understanding consumer behavior for Ryanair to improve its services and maintain its position as a leading low-cost airline in Europe. References to relevant books and online resources are included.

Consumer buying
behaviour related to
low cost air travel
services given by
Ryanair airlines

Content
 Introduction
 Consumer decision-making process and consumer behaviour
 Application of Framework regarding Ryanair airlines
 Conclusion
 References

INTRODUCTION
Ryanair DAC is an Irish low budget airlines which were founded in
1984 and has their headquarters in Swords, Dublin, Ireland with
their main operational bases in Dublin and London. In this
presentation consumer buying decision-making regarding low cost
airline services given by Ryanair will be examined. Also the process
and steps through which consumer selects airline services will also
be discussed in detail.

Consumer decision-making process and
consumer behaviour
Consumer decision-making process involves
various stages through which their needs
are identified, information related to
products or services that can satisfy their
needs are gathered, alternatives are
evaluated according their specifications
and finally a final purchase decision is
made i.e. the product or service is bought
by paying for the value they receive.

 Need recognition : At this stage consumers identify a need or a
problem that needs to be solved by using a product or a service.
While choosing an airline service customers have different
requirements like a person travelling for business purpose will
select comfortable air service regardless of their expenses while a
person travelling for tourism, leisure or education purpose would
choose a cheaper flight.

Application of Framework regarding
Ryanair airlines
The consumer decision-making and consumer behaviour of Ryanair
consumers can be studied by application of the process that
consumers usually adopt while taking a purchase decision in airline
industry which is explained below :
 Need recognition : Ryanair provides low cost and comfortable
services to passengers which can be chosen by all type of
customers. Ryanair makes travelling easier, faster and more
affordable to customers and connects over 224 destinations in 37
countries with the availability of flights at various time
schedules. Customers can identify their location, budget and
service requirement and then gather more information regarding
the services given by Ryanair airlines.

Conclusion
From the above presentation it can be concluded that consumers
while choosing Ryanair airline services follows a specific set of
framework or process so that they can evaluate all the options
available to them in airline service and choose the airline service
that can give them high satisfaction level or value for money. The
consumer buying behaviour can help Ryanair in improving its
services so that the market base can be increased and it can continue
to remain the best low budgeted airline service in Europe.

References
Books and Journals
Belobaba, P., Odoni, A. and Barnhart, C. eds., 2015. The global airline
industry. John Wiley &
Holland, C.P., Jacobs, J.A. and Klein, S., 2015. An analysis of consumer
search patterns in the German airline market using panel data. In
Information and Communication Technologies in Tourism 2015 (pp.
87-100). Springer, Cham.
Online
Consumer Decision Making Process .2019. [Online].Available
through:<http://www.ccsfmarketing.com/consumer-decision-
making.html>

Thank You