Consumer Behaviour Analysis: RYANAIR's Marketing Strategies

This report analyzes consumer behavior and decision-making processes in the context of RYANAIR, a leading low-cost airline. It begins with an introduction explaining the rationale for selecting RYANAIR and its prominence in the European market. The report then delves into consumer behavior, outlining the five key stages of the consumer decision-making process: problem recognition, information search, evaluating alternatives, selection, and evaluating the decision. It explains how consumers make choices based on needs, information, and various factors like price and quality. The core of the report applies this framework to RYANAIR, detailing how the airline identifies customer problems, researches solutions, evaluates alternatives, and influences purchase decisions. The conclusion summarizes the crucial role of consumer decision-making in RYANAIR's success, particularly concerning its low-cost, no-frills service for European destinations. The report includes references to academic sources supporting the analysis.

ASSESSMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Explaining the reasons for selection of the product ...................................................................1
Introduction in relation to examination of the particular product ..............................................1
CONSUMER BEHAVIOUR ..........................................................................................................1
Explaining the process of consumer decision making ...............................................................1
Explaining consumer behaviour and the ways in which the consumer makes decisions ..........2
APPLICATION OF THE CHOSEN FRAMEWORK ...................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Explaining the reasons for selection of the product
The present study focuses on the RYANAIR, a budget airline industry that was founded
in the year 1984, headquartered in the Swords, Dublin, Ireland (Huang and Benyoucef, 2017).
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.
Introduction in relation to examination of the particular product
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 for the people as the passengers are not required to bother about checking terms and
the conditions (Karimi, Papamichail, and Holland, 2015). The passengers gets a first class
service from the RYANAIR while flying to the Ireland with no any frills. Due to this, the
company became a largest airlines in context of the passenger’s numbers and as the original
budget airlines which every class of the people can afford. With regards to this product they
provide facility of short-haul airlines only within the European and the Mediterranean region. In
the Ireland, most of the airports are been serviced by the RYANAIR, along with the Dublin as
the most utilised hub.
CONSUMER BEHAVIOUR
Explaining the process of consumer decision making
Mainly there are the fiver major strategies in the process of the consumer decision
making as follows-
Problem recognition- In the first step the consumer develops a specific need that they
seeks for satisfying. Under this stage consumers feels like there is something this is missing and
they look for addressing it.
Search process- In this phase, consumer’s research for the products or the services has
been made in order to meet their needs and the desire.
Evaluating the alternatives- After identifying the thing that will satisfy the needs of the
consumer, they begin for seeking the best out of the available alternatives. This is been done by
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comparing the quality, price and the other factors which are counted as most important for them
and choosing the one that mostly satisfies their parameters.
Selection stage- After making evaluation, at this stage customer decides for the product
or the service that they will be purchasing. They had already takes into account the risk and are
said to be definite on the product that they need to purchase.
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.
Explaining consumer behaviour and the ways in which the consumer makes 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 (Marin, 2015). Such actions are
been determined by the economical and the psychological factors that are majorly influenced by
the environmental factors like social values, culture and the group. The decision made by the
customers largely depends upon the price, attributes, quantity and the quality of the service or
product.
APPLICATION OF THE CHOSEN 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.
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- At this phase, customers get influences by such service and decides for
availing this service as facilitated by RYANAIR.
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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.
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REFERENCES
Books and Journals
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.
Information Management. 37(3). pp.179-189.
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