Report: Ryanair's Customer Buying Decision-Making for Online Bookings

This report analyzes the customer buying decision-making process within Ryanair, focusing on online bookings. It examines the five stages of consumer decision-making: need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. The report highlights the importance of understanding customer needs, providing easy-to-use online platforms, building trust, and offering competitive pricing to influence buying decisions. It emphasizes the significance of post-purchase services for building customer loyalty. The conclusion summarizes the key findings, emphasizing the airline industry's dynamics and the need to align strategies with customer behavior for long-term success. The report also references relevant academic sources to support its analysis.

Rayner customers
buying decision

INTRODUCTION
Airline industry offer air transport services for freight and travelling passengers. This
industry effectively contributes towards economic development. Ryanair operate their services as
an Irish Budget Airline and was founded in the year 1985. It is one of the largest European
budget airline. Company offer low cost and no frills air travel services to customers. This project
will going to analyse consumer buying decision making related to online booking that has been
undertaken by company in order to eliminate travel agents. (Ikin, and et. al., 2015) This will not
only going to benefit customers but also aid Ryanair to save their 15% funds on agency fees. In
addition with this, online booking system offer 24/7 online reservation system with the help of
which organisation can allow potential customers any time. In also helps organisation to
effectively increase their sales as they are not limited to working hours. This product is chosen as
it is beneficial for both customers as well as organisation. Online booking allows Ryanair to have
hassle-free management of bookings that further increase work efficiency and profitability of
organisation.
Consumer decision-making process
Buying decision is termed as a decision making process from which a customer go
through in order to decide what to buy or what to not. Consumer behaviour decision is being
undertaken by marketers of Ryanair in order to identify entries decision making process of
consumers from starting to end. Decision making process is characterized into five different
stages which are mentioned below:
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Need Recognition:
In this stage consumer exactly identifies there need. Need is termed as an actual Trigger
point of all buying decision. It is a first step in this process which is required to be identified by
marketers as it is first milestone towards identifying consumer decision making process. By
identifying wants and demands of target market Ryanair marketers can gain support in many
different ways. At this stage consumer realise the difference in between actual state of affairs and
Desire state of affairs. According to maslow theory, it has been identified that human being is
always dissatisfied, as if individual satisfy their one need other will automatically comes out and
this cycle continuous on repetitive basis. Thus, in order to satisfy needs of customers Ryanair
marketers is required to continuously engage in the process of identifying the target market needs
that keeps on changing on periodical bases. With the help of this company can effectively able to
fulfil needs and demands of the customers while gaining long term sustainable advantage.
Information Search:
This is the second stage in the consumer buying Decision Process, as in this after
identifying need customer move towards searching and gathering for information. In this stage
customer search for more products related information before making a purchase. In this process
customers make decision of buying after analysing their previous experience and feedback from
others. It has been identified that in the world of Technology internet plays most important role
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through which customers gather knowledge related to a product and then make decisions related
to purchase. There are many online user reviews available on websites that impact on customer
decision behaviour. In addition with this, consumer decision making process is also depending
on information from friends, families and peers. Thus, it is essential for Ryanair marketers to
influence customers buying decision behaviour in order to attract attention of customers towards
company products and services.
Evaluation of Alternatives:
After collecting information’s related to product customers moves into evaluation and
comparing of information’s as to decide the final choice. In this process consumer evaluate all
information’s that are obtained by them through search and other alternative and compare them
with other products in order to identify their final decision. In this they compare the product from
brand, price, size and quality. Evaluation of alternative is termed as a one of the most essential
stage, this process of consumer decision making sometimes turns out to be difficult and time
consuming for customers, as in this customers feel quite hard to identify ideal product or service
that will fulfil their need. Thus, it is important for Ryanair to offer qualitative services to their
customers with additional features and benefits in order to attract consumers towards their
products. In this company can also take advantage of celebrity endorsement as it effectively
influence decision of customers as some customers desire to become like their idols.
Purchase Decisions:
After the evaluation of alternative is being done customers tend towards making
purchasing decisions. This state is most important process in the whole process as in this
consumer finalize the decision to make purchases by viewing all alternative. It has been
identified that there are different type of factors that influence purchasing process, for an
instance the desired products that has been demanded by customers may not available at stock in
this purchase process may get delayed and then customers tend to buy the product online rather
than to visit traditional physical stores. In addition with this is also been identify that final
decision is also being triggered with the help of marketing campaigns, advertisements and
recommendations from personal connection. It is essential for Ryanair to conduct numerous
form of marketing campaigns through online and offline mode and advertise about their products
and services in order to influence customers buying decision.
Post Purchase Behaviour:
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This state is also considered as one of the most important stage. It has been identified that
this stage is often ignore by many companies after the transaction is being done. This stage
directly affects future decision making of customers of same product thus; it is essential stage for
company in order to ensure their long-term sustainability. This stage mainly reflects consumer
experience of purchase related to a product or services. It has been analysed that consumer
decision making is a continuous process thus in order to remove any form of uncertainty and
confusion in consumer mind related to the same product company is required to offer best
effective form of after purchase services to their clients. In order to ensure customers loyalty
Ryanair is required to offer best effective form of satisfaction to customers after purchase, as any
negative experience may affect consumer decision in future that affect company brand
performance in Marketplace.
Consumer decision making process is termed as one of the most essential process for
marketers of Ryanair in order to successfully market their services in Marketplace. In this it is
essential for them to effectively understand the needs and demands of target market as to
increase efficiency of their marketing plan and conduct best effective form of promotional
activities as to attract customer’s attention towards organisation services. This will help them to
ensure long-term sustainability and profitability at market place along with more competitive
advancements as compared to competitors.
It has been influenced that prices of airline ticket that are sold online influence customer
buying decision while making purchase of online tickets. As internet use is so easy that it
influence customer to buy domestic airline tickets online. Thus, in order to attract customers to
buy tickets online Ryanair is required to formulate trust. As in online transaction buyer and seller
do not meet each other. Thus, for this company is required to create a sense of trust among
customers as to influence them to make online purchase. In addition with this, the most
important factor that influences buying decision of customer is satisfaction level that has been
perceived by consumer. Thus, in order to increase customer satisfaction Ryanair can offer ticket
price at suitable rate. In addition with this, it is also essential for company to ensure that
consumer feels easy to use the application while making online ticket purchase.
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It has also been identified that in order to influence buying decision Ryanair is required to
ensure that they offer airline ticket price at affordable rate. Along with this company is required
to offer maximum comfort and trust to customers.
CONCLUSION
As per the concluded discussion it has been concluded that, airline industry is one of the
biggest industry that engage in the process of offering air services to customers. It has been
determined that in order to satisfy customers in best effective manner company is required to
identify decision making process of customers, as this process is mainly depend on demographic
factors that includes income level of customers that they spent on a services, travelling
experiences, age and their past experiences relating to product. Thus, by identifying their
decision making process company can effectively able to fulfil their demand. In addition with
this company is required to identify issues of customers in order to formulate strategies to
overcome them by offering services as per according to their need. As airline industry is one of
the fastest changing industries thus it is essential to identify decision making process of
customers in order to gain more long term advantages. Company is required to concern towards
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safety, quality, choice meals, baggage allowance, loyalty programs and other benefits to their
customers as to attract their attention and influence the decision making towards and services.
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