Ryanair: Exploring Consumer Buying Decision Making Process

This report provides an analysis of the consumer buying decision-making process, using Ryanair as a case study. It begins by outlining the stages of consumer decision-making, including need recognition, where customers identify a gap they wish to address. The report then explores information search, emphasizing the use of internet, referrals, and past experiences. The evaluation of alternatives, considering factors like price and customer reviews, is examined before discussing the purchase decision and the subsequent post-purchase behavior, which determines customer satisfaction and loyalty. The conclusion emphasizes the importance of understanding these stages for marketers to address customer needs effectively. This report, available on Desklib, offers a comprehensive understanding of consumer behavior within the context of online booking services.

Consumer buying decision making
for Online Ticket Booking services

INTRODUCTION
Ryanair company is operation its airline business since 1984 as a
part of Danren Enterprises. Initially, it has the options of 15 seats
confined to the locations like Waterford and Gatewick but now there
are various routes that has been added by company.

Customer decision making process for
Ryanair company
Customer decision making is the process under which the
customer analyse their need which they need to fulfil and
gather the information regarding various alternatives available
in the market in order to make adequate decision.

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Need Recognition: Within first stage that is need recognition the
customer itself find absence of certain need and they find difficulty
to fill the gap. So when the business determine the emerging need of
customer then it acts as an opportunity for them which they need to
resolve in order to satisfy the customer.

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Information search: Here the buyer exploit more and more
information about the product that can satisfy the utility of
consumer. The main sources of information are internet,
recommendation from the referral as well as past experience of the
customer.

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Evaluation of alternative: Here the consumer evaluate different
alternatives which are available in the market in order to satisfy their
need and act as a best option for them amongst different alternatives.
In context to Ryanair the comparison is made on the basis of prices,
quality as well as review of customer.

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Purchase decision: After going through the different stages at last
the customer are liable to take the final decision on the basis of
information derived from the above stages. Also the customer makes
the logical decision and arrive at a final conclusion. Herein, Ryanair
company the customer finally avail the online booking services in
order to build the suitable experience.

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Post purchase behaviour: At this stage the customer analyse
whether the product was useful or not that can either leads to repeat
purchases or chances of dissonance. This help to convert the
potential customer into the loyal ones.

CONCLUSION
From the above presentation it has been concluded that consumer
behaviour is the complex process that include five different stages
which starts from problem recognition till the post purchase
activities. This helps the marketer to realise the basic problem and
render them effectively based of customer review or feedback.

REFERENCES
 French, J. and Lefebvre, R. C., 2012. Transformative social
marketing: co‐creating the social marketing discipline and brand.
Journal of Social Marketing.
 Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice
of marketing (No. 7th). McGraw-Hill Higher Education.

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