Analyzing Consumer Decisions: Ryanair's Low-Cost, No-Frills Service

This case study examines Ryanair's consumer buying decision-making process, focusing on its low-cost, no-frills service model for European destinations. The analysis begins with an introduction highlighting Ryanair's market position and its extensive customer base. It then delves into the consumer buying behavior process, outlining key stages such as problem recognition, information search, evaluation of alternatives, the selection stage, and post-purchase evaluation. The application of this framework to Ryanair is explored, illustrating how the airline addresses consumer needs through affordable fares and streamlined services. The study concludes by emphasizing the crucial role of consumer decision-making in Ryanair's success. The report also includes references to academic sources that support the analysis, providing a comprehensive understanding of the topic.

Consumer buying decision making :
Ryanair’s low cost affair with no frills
service for European destinations

INTRODUCTION
The major reason behind selecting of the RYANAIR products is to make analysis of the
grounds due to which this company attains a leading position in the Europe with a large team
that involves more than 12000 of the highly skilled professionals in respect of aviations,
delivering the on time performance with carrying over 1 billion of the customers.
One of the most important product in which the company deals is its low cost, no-frills air
travel facility to the European destinations. Flying with the RYANAIR had always been an
adventure fro the people as the passengers are not required to bothered about checking terms
and the conditions. The passengers gets a first class service from the RYANAIR while flying
to the Ireland with no any frills.

PROCESS OF CONSUMER BUYING BEHAVIOUR
 Problem recognition- In the first step the consumer develops a specific
need that they seeks for satisfying.
 Search process- In the first step the consumer develops a specific need
that they seeks for satisfying.
 Evaluating the alternatives- In the first step the consumer develops a
specific need that they seeks for satisfying.
 Selection stage- After making evaluation, at this stage customer decides
for the product or the service that they will be purchasing.
 Evaluating decision- Once a purchase has been done, it has been
evaluated that it satisfies the wants of the customers and is analysing that
the service or purchases meets the expectation of the consumer.

How consumers make decisions?
Consumer behaviour refers to the study of an individual group, firm and the
customers in terms of buying, disposing and using the services or the goods in satisfying
their wants. In other words it reflects the actions of customer within a marketplace and an
underlying motives for such actions. Consumers makes decisions by determining their
needs, gathering the information, evaluating the alternatives and in making purchase
decisions.

Application of the framework
Recognizing problem- In this phase RYANAIR will be identifying the problem that
the customers are facing in visiting to the European destinations such as high ticket fair,
Associated frills etc.
Information search- After determining the problem, RYANAIR will make research
on creating such service that resolves the problem and meets the desire of the customers.

Continued..
Evaluating alternatives- In order to satisfy its customers, RYANAIR has opted for
the service that is low cost fair with no frills for the European destinations.
Purchase- In order to satisfy its customers, RYANAIR has opted for the service that is
low cost fair with no frills for the European destinations.

Continued..
Evaluating post purchase- Once the low cost with no frills services is been used by
the customer, they will be evaluating that it satisfies their desire and reached to their
expectations or not.

CONCLUSION
By summing up the above report it has been reflected that decision making
process of the consumer plays a crucial role for the RYANAIR in gaining growing
success from its service called low cost along with no frills for their customers in
respect of European destinations.

REFERENCES
Huang, Z. and Benyoucef, M., 2017. The effects of social commerce design on
consumer purchase decision-making: An empirical study. Electronic Commerce
Research and Applications. 25. pp.40-58.
Karimi, S., Papamichail, K. N. and Holland, C. P., 2015. The effect of prior
knowledge and decision-making style on the online purchase decision-making
process: A typology of consumer shopping behaviour. Decision Support
Systems. 77. pp.137-147.
Marin, D., 2015. Research Regarding the Purchase Decision Process of Consumer
of Food Products. Scientific Papers Animal Science and Biotechnologies. 48(1).
pp.328-332.