Consumer Buying Decision Making Process for Ryanair Airlines

This report provides an analysis of Ryanair's consumer decision-making process. It begins with an introduction to consumer behavior and its relevance to marketing strategies, focusing on how Ryanair, an Irish airline, uses these strategies. The report outlines the consumer decision-making process, including recognizing needs, information search, evaluating alternatives, purchase decisions, and post-purchase behavior. It examines how Ryanair attracts customers through low-fare pricing and online services. The report concludes by highlighting the importance of understanding consumer behavior in determining Ryanair's overall strategy, emphasizing the airline's commitment to providing affordable and efficient services. The report also references the use of online services for ticket booking and special offers.

CONSUMER BUYING DECION MAKING :
RYANAIR

Table of content
 INTRODUCTION
 CONSUMER DECISION MAKING PROCESS
 APPLICATION
 CONCLUSION
 REFERENCES

INTRODUCTION
 Consumer behaviors interest are examined on marketing strategies which includes ideas, thoughts, belief
and values to build strong promotional strategies to enter into global market.
 Thus, to achieve success in company, it includes the appropriate research which is conducted to determine
the availability of the products in market. It also includes designing the products so that customer are
attracted towards such designing if they find it unique and useful.
 Present report is based on Ryanair which is the Irish airline company founded on 28 Nov 1984. Ryanair
carry the renowned brand image in market and also they promote the company through attractive slogan
“Low fare prices made journey simple”.
 This report will includes the different elements of the marketing concepts and also societal marketing
orientation in respect of improving its effectiveness to expand business globally.

Introducing Ryanair and its services
 Ryanair is commenced on 8th July 1985 and located on around 225 places. Its
headquarter is on Dublin, Ireland and around 17,500 employees are engaged with
this airline services.
 This airline is rapidly expanded as they charge lower prices on flight tickets. In
respect of employees working in Ryanair aircraft, most of the employees working as
post of promoting the business online and also engaged with different agencies.
 The main reason of choosing their services is that consumer are attracted if they get
lower tickets of the airline. So that they can manage their journey in effective way.

Consumer decision making process
This concept is mainly used by company in respect of examining the customer needs and demand at the time of availing their services. In
present scenario, most of the companies prefer the different process to promote the products in market. In respective of Ryanair airlines, these
are the traditional methods of consumer decision making process is interpreted in respect of following areas such as:
•Recognizing the needs
•Searching the information:
•Identifying the alternatives
•Making decision for purchasing the products
• examining the behavior of Post purchase

Cont.….
Consumer Behavior: It is mainly identified through grabbing the particular products and
availing the services regarding the particular brand. In respective of preferring the Ryanair
services, the decision of consumer behavior is viewed in respect of getting the low prices
ticket but providing the quality services. In such perspective the decision of the consumer
are fluctuated through getting such services according to their budgets.
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Application framing the consumer decision making process
• Recognizing the need: In this factors, the needs is to be identified through examining the
customer needs towards availing such services. The needs is recognized through needing
the low pricing tickets of airlines.
• Information search: in this, customer get information through advertisement or email and
they can avail such services through online. In this aspects they are getting proper
services and became familiar with the Ryanair working strategies.
• Evaluation the alternative procedure: customer had different methods t0 compare the best
strategies and also they can vail such services by comparing the prices of two or more
airlines and prefer the right one.
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Cont.…
• Designing the purchase decision: After comparing the rates from different airlines, they
finally prefer to choose the Ryanair airlines through providing the low pricing strategies
with good services.
• Post purchase behavior: customer make decision in respect of using the right airlines and
they carry the renowned brand image in market. It is examined that customer decision
depends upon the effective customer care services through which their decision regarding
availing such products is identified.
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CONCLUSION
 From the above report, the aspects are concluded on the bases of preferring
the innovative consumer decision making which helps in determining the
overall strategy of the Ryanair airlines as per serving low pricing tickets to
customer.
 Ryanair is considered to be one of the greenest and cleanest airlines
services and also offer fair prices to their customer.
 As customer are using the online services to book the tickets online and for
this perspective they are booking the online ticket to avail special discount
and offer.

REFERENCES
• Chen, W. K. and et.al., 2019, January. The influence of shopping values on
consumers' behavioral intention on m-shopping. In Proceedings of the 10th
International Conference on E-Education, E-Business, E-Management and E-
Learning (pp. 320-325). ACM.
• Frontczak, N. T. and Hartley, S. W., 2015. Consumer Learning Styles: Implications
for Promotional Strategy. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 330-334). Springer, Cham.