Analysis of Ryanair's Consumer Behaviour and Marketing Strategies

This report provides a comprehensive analysis of Ryanair's consumer behavior and marketing strategies. It begins with an introduction to marketing concepts and then delves into the application of various marketing approaches within Ryanair, including production, product, selling, marketing, and societal marketing concepts. The main body examines these concepts in detail, discussing their relevance to Ryanair's operations and customer interactions. The report also explores the company's sales and marketing orientations. The conclusion summarizes the key findings, and the recommendations suggest areas for improvement, such as focusing on product quality and effective market share strategies. The report references academic journals and books to support its analysis.

Consumer Decision
Making Process &
Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
CONCLUSION................................................................................................................................5
RECOMMENDATION .................................................................................................................5
PART B ...........................................................................................................................................5
Covered in PPT...........................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is the activity and set of institution for creating, communicating and delivering
the services which include value for the customers (do Paço 2019). In other words, marketing is
the process of defining the performance and identifying the changing needs of the customers in
order to provide better services to the consumer. This report is based on the Ryanair which is an
budget airlines founded in year 1984 and it s headquarter is located in Swords Dublin Ireland. In
this report the services of airlines have been examined and product concept has taken under
consideration for getting useful result.
Main body
The marketing concept is that that organisation implement to satisfy the consumer needs,
along with this it help in increasing the sales, and maximize the profit in order to gain
competitive advantages among the rivals. In the context of Ryanair the management must make
sure about the marketing concept should be implemented as it help firm to analyses the market
and offer quality product and service to the end user. Here are the marketing concept which are
explain down below:
Production concept: This concept define as the production oriented business dominated
in the market. This kind of concept came in the picture in the mid 1950 as there were less
competition. The main purpose of the production is manufacturing and fulfilling the demand of
the market. Organisation which is use the production concept have the belief that customers
primarily wants service and product which are affordable and accessible. For the organisation
like Ryanair it is important for the manager to focus on the production as well as the demand. In
order to maintain the balance in demand and supply firm have make efficient method in order to
improve the efficiency in production.
The Product concept: This kind of concept usually work on the assumption of the
customer and they expect the high quality service which are offered by the company. The
organisation develop the higher quality product which usually turns out to be more expensive.
For the firm like, Ryanair the company to emphasis on the product rather than making product
for the company. In order to attract more and more customers the firm can offer various meals to
customers as per their choices. This help in attracting more and more customers which leads
towards expansion and growth.

The selling concept: Production and product concept both emphasis on manufacturing
but the selling concept focuses on making every possible sales in the limited time frame. Ryanair
management should focus selling by doing proper research based consumer buying behaviour
which help company to understand the changing moods of the customers in a well define
manner. Organisation can take help of various advertisement tools for promoting their product
and services to the consumer. The firm have conception that consumer buy the product only
when the firm sell this product aggressively.
The marketing concept: The company mainly focuses on needs and wants of the
customers as offer them services as per the needs and wants. The firm believes the marketing
place the consumer in the centre of the organisation. Manager of the Ryanair must be make
marketing strategy for offering better quality services to the consumers. This concept focuses on
the pull strategy which means that if the brand is strong than consumer will automatically buy
the product with the same brand.
The societal marketing concept: This is consider as the new marketing concept which
highlight the needs and target market and the delivery of the product to the target audience
(Drolet 2019). Along with this, it also emphasis on the importance of the well being of the
customers and society as the whole. For the organisation like Ryanair must emphasis in building
social and ethical consideration as it help in building brand image in the minds of the customers.
Sales Orientation: The sales orientation are not customer focuses but they persuade
customer to buy the product and have aggressively selling strategy. Sales orientation usually
focus on the existing product and make sure that end user buy this product. For Ryanair the
employees must use hard selling with the help of social media and other marketing tool which
help in increasing the revenue and expand the growth of the company.
Marketing orientation and societal marketing orientation
Marketing orientation concept: This orientation mainly focuses on marketing strategy
which are made by the company. Firm take help of marketing orientation and target the
demographic needs and wants of the customers. For the company like Ryanair management must
use proper research and development programmes for identifying the customers needs. Hence in
this scenario the company must focuses on competitor strategy in airlines and offer better
services to grab the attention of the customers.

Societal marketing orientation: These are becoming one of the most important
orientation for as consumer have become aware about the product and only purchase product
from the ethical companies (Ismagilova 2019). So it become essential for the Ryanair airlines to
use ethical practises for selling their product and services to the consumer. Beside this it help in
developing the goodwill as well as brand image in the minds of users which leads towards
expansion and growth.
CONCLUSION
From the above mentioned report it has been analysed that, Ryanair deals in the budget
airlines and provide better services to the consumers. Along with this, company has done
research for understanding the changing behaviour of the customers as it help in developing
effective strategy for expanding business.
RECOMMENDATION
As per the report it has been recommended to the company to focus on the quality of the
product rather than putting emphasis on selling the product. Along with they should use product
concept to make gain more market share effectively and efficiently.
PART B
Covered in PPT

REFERENCES
Books and Journals
do Paço, A., Shiel, C. and Alves, H., 2019. A new model for testing green consumer
behaviour. Journal of cleaner production, 207, pp.998-1006.
Drolet, A., Jiang, L., Pour Mohammad, A. and Davis, C., 2019. The influence of aging on
consumer decision‐making. Consumer Psychology Review, 2(1), pp.3-16.
Gursoy, D., 2019. A critical review of determinants of information search behavior and
utilization of online reviews in decision making process (invited paper for ‘luminaries’
special issue of International Journal of Hospitality Management). International Journal
of Hospitality Management, 76, pp.53-60.
Ismagilova, E., Slade, E., Rana, N.P. and Dwivedi, Y.K., 2019. The effect of characteristics of
source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and
Consumer Services.
Jain, M., 2019. A study on consumer behavior-decision making under high and low involvement
situations. IJRAR-International Journal of Research and Analytical Reviews, 6(1).
Lin, X., Featherman, M., Brooks, S.L. and Hajli, N., 2019. Exploring gender differences in
online consumer purchase decision making: An online product presentation
perspective. Information Systems Frontiers, 21(5), pp.1187-1201.
Malkoc, S.A. and Zauberman, G., 2019. Psychological analysis of consumer intertemporal
decisions. Consumer Psychology Review, 2(1), pp.97-113.
Nash, J., 2019. Exploring how social media platforms influence fashion consumer decisions in
the UK retail sector. Journal of Fashion Marketing and Management: An International
Journal, 23(1), pp.82-103.
Schamp, C., Heitmann, M. and Katzenstein, R., 2019. Consideration of ethical attributes along
the consumer decision-making journey. Journal of the Academy of Marketing
Science, 47(2), pp.328-348.
Song, L., Lim, Y., Chang, P., Guo, Y., Zhang, M., Wang, X., Yu, X., Lehto, M.R. and Cai, H.,
2019. Ecolabel's role in informing sustainable consumption: A naturalistic decision
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