Report: Ryanair's Application of Consumer Decision Making Process

This report examines Ryanair's consumer decision-making process, a crucial aspect of their marketing strategy within the aviation industry. It begins by introducing Ryanair and its core service: low-fare air travel. The report then outlines the five key steps of the consumer decision-making process: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. The core of the report applies this process to Ryanair, analyzing how the airline influences consumer behavior at each stage. This includes strategies for identifying customer needs, providing information, managing alternative evaluations, and driving purchase decisions. The report concludes by emphasizing the importance of understanding consumer behavior for attracting and retaining customers in the competitive airline market, with references to academic sources supporting the analysis. The goal is to provide insights into how Ryanair can optimize its approach to enhance its position in the market.

RYANAIR DECISION MAKING PROCESS

 Introduction
 Consumer decision making process
 Application of consumer decision making process
 Conclusion
 References
TABLE OF CONTENT

Ryanair is an Irish airlines found in 1984 and headquartered Swords, Dublin. The largest European
budgeted airlines carried more international passengers from other competitors. It deals in aviation
industry, so main service it offers to its customers is air travel in low fares to European locations as it is
stated in their mission statement. This product is chosen by us for presentation because its core earning
source of Ryanair amongst other activities it provides for better logical analysis.
INTRODUCTION

Consumer behaviour is a procedure which is affected
by decisions taken by them before buying any
product. Buyer decision making process includes five
steps which helps to ensure they get what was needed
by them. Consumer behaviour can be ascertained by
factors like economical or psychological and
influenced by social components. This model is used
by company's to understand decision making criteria
of customers.
CONSUMER DECISION MAKING PROCESS

Five steps of consumer decision making are as follows:
 First up is recognition of needs, customers will find out what is required by them which satisfy their
wants.
 Second step is search, people now do research gather information in relation with needs by different
means either physical or through internet.
 Next come evaluation of alternatives, available in market and what will best fit to them.
CONTINUE….

 After all this buyers make purchase decisions,
amongst different alternatives present.
 Post purchase behaviour, is a analysis of buyers
to know whether they are happy and do products
meet their needs or not.
CONTINUE….

This section consider the application of consumer decision making process on Ryanair and how they can
influence behaviour of customers in their favour to travel with them in low fares and comfort. . Below are
some stages which can explain it in brief:
 Need Recognition- This stage deals with idea of identifying what exactly people want. Needs is
essential factor which leads consumers to buying goods or services. When organisations starts to
interpret needs of their target segment it will get easier for them to market their products.
APPLICATION OF CONSUMER DECISION MAKING PROCESS

 Information Search- In this stage, customers start gathering information related to their product need
from physical or online resource. Company's task for influencing related consumers behaviour is to
give them access to information they want.
 Alternative Evaluation- On this step consumers start assessing amongst different choices available and
what best fits with their needs. This evaluation can be based on different sections like pricing strategy,
satisfaction level and other criteria.
CONTINUE…

 Purchase Decision- After all three steps are passed, now buyers will make purchasing decision, based on all
logical facts collected and analysed by them. Minds of consumers can be changed by different marketing
strategies to promote services and make them more attractive.
 Post Purchase Behaviour- Job of marketers doesn't end with sale of goods, next stage is to analysis post purchase
actions like if the service match with needs of buyers, is consumer satisfied with it or not.
CONTINUE…

Above report, is about decision making process of people and how they behave with different options
available in market. This investigation is based on an airline company's product through which consumers
behaviour is studied and suggestions is made about how company can attract or influence customers and
be their first choice amongst other bigger and better competitors present in industry.
CONCLUSION

 Garg, H., 2018. Linguistic Pythagorean fuzzy sets and its applications in multiattribute decision‐
making process. International Journal of Intelligent Systems. 33(6). pp.1234-1263.
 Halpern, J. J. and Stern, R. C. eds., 2018. Debating rationality: Nonrational aspects of organizational
decision making. Cornell University Press.
 Hew, J. J., Badaruddin, M. N. B .A. and Moorthy, M. K., 2017. Crafting a smartphone repurchase
decision making process: Do brand attachment and gender matter?. Telematics and Informatics. 34(4).
pp.34-56.
REFERENCES

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