Detailed Analysis of Consumer Behavior in Ryanair Car Rental Services

This report examines the consumer behavior related to Ryanair's car rental service. It begins with an introduction highlighting the service's features and benefits, followed by an overview of the consumer buying decision process. The report details the steps involved in consumer decision-making, including problem recognition and information search, crucial for understanding how customers evaluate and select services. The analysis considers factors influencing consumer choices and their impact on the airline's marketing strategies. The conclusion summarizes the key findings, emphasizing the influence of Ryanair's services and the role of various factors like social, economic, and psychological aspects in shaping consumer decisions, especially regarding service quality and affordability. The report references relevant academic sources to support its claims.

Marketing Principles
and Practice

TABLE OF CONTENT
 INTRODUCTION
 PART B
 CONCLUSION
 REFERENCES

INTRODUCTION
 Car rental service is one of the best service in the Ryanair airline, which provides
the great facility to its passengers. Car rental service offers by the Ryanair and it
the world's largest online car rental platform.
 This service will offer the passengers the widest choice, guaranteed the lowest
price and best value.
 Company choose this service because Ryanair car rental provides the online
booking from anywhere and anytime.
 It offers the lowest car hire costs and this service is provided by the leading
companies of car hire. It includes the 30,000 airport, city and pickup locations..

Consumer buyer decision
 Consumer buying decision making procedure is the decision making process that
are used by the customers before and during the purchase of the any good and
service.
 This process can helps the customers to identify the market transactions.
 By this process, customers can conduct the cost-benefit analysis in the various
alternatives available in the market.

Consumer decision making process and
consumer behavior
 Problem recognition-
 It is the first step of the customer decision making process. At this step, the
customer recognize the actual need. They can realize the differences between the
actual need and some desired needs.
 Information search-
 After the recognition of the actual need, the customer want to know more
information related to products and services. Customers can generate the
information from various sources such as personal sources, commercial source,
public source and experimental sources.

CONCLUSION
 From the above analysis, it is concluded that the Ryanair airline's consumer
buying behavior are majorly influenced by the activities and services provided by
the airline.
 Marketing mix of the Ryanair can also impact on the consumer behavior and
their decision making.
 The various factors such as social, economic, cultural, psychological and
personal aspects can also affects their decisions. In the selecting an airline, the
customers mainly focus on quality of services and affordability of price.

REFERENCES
 Baumeister, S. and Onkila, T., 2017. An eco-label for the airline industry?.
Journal of cleaner production, 142, pp.1368-1376.
 Fleischer, A., Tchetchik, A. and Toledo, T., 2015. Does it pay to reveal safety
information? The effect of safety information on flight choice. Transportation
Research Part C: Emerging