Ryanair's Consumer Buying Decision Making: An In-Depth Analysis

This report examines Ryanair's consumer buying decision-making process, focusing on the airline's online ticket booking services. It begins with an overview of Ryanair, its operations, and financial performance. The core of the report analyzes the five stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The report highlights how Ryanair identifies consumer needs, such as the need for convenient online booking, and how it utilizes this understanding to attract and retain customers. The report evaluates how Ryanair's low-cost model and online services influence each stage of the consumer decision-making process, comparing Ryanair with competitors like Pegasus Airlines, Flybe, and Wizz Air. The report also outlines advantages and disadvantages of the consumer decision-making process, emphasizing the importance of consumer satisfaction and the challenges of introducing new products. The conclusion underscores the complexity of consumer behavior and the importance of continuous evaluation and improvement to enhance customer satisfaction and buying decisions. References are provided to support the analysis.

Ryanair's Consumer buying decision
making

INTRODUCTION
Ryanair DAC is an Irish budget airline founded in the year 1984 and
headquarter was founded in Swords, Dublin, Ireland. In this project
online services for ticket booking is introduced because it will help in
facilitating consumers regarding booking procedure. Together with this
through online system more and more consumers can be attracted to
enjoy services with Ryanair. Online services will provided facility for
checking availability of flights and routes served by company.
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Overview of Company
Ryanair airlines fly to 225 destinations and employing approx 17500
employees. Total revenue of the company is €7.151 billion in the
year 2018 which provides net income of €1.145 billions. Companies
total assets is of €12.36 billion and total equity employed in
business is amounted as €4.469 billions. Company is serving large
number of consumers at nominal prices.

Customer Buying decision making
process
Consumer decision making is a process that
involves series of activities for buying
decision making. For example- what
needs to be purchased and various
products and services available to meet
that need. Steps that are involved in
buying decision making process adopted
by Ryanair airline for online ticket
booking services are as follows-

Need Recognition
Need is the most important factor that leads to
buying a product and service. When businesses
identifies needs and requirements of their
targeted consumers group then it will become
easy to grab opportunity. For example- Ryanair
airline has identified that consumers find it
difficult to arrange tickets on a particular date
and developing an online system will meet the
acquirement of consumers.

Information search
At this stage information is collected by various
sources regarding goods and services and
efficiency of satisfying their needs and wants.
Services that are offered by Ryanair airline is of
low quality but when they are providing with easy
online booking service it helps in holding large
number of consumers. For example- Ryanair has
made information search regarding which type of
services will be more preferred by individuals.

Evaluation of alternative
All the alternatives that are available in
market for airline services are evaluated on
the basis of price, quality of service and
variety of services offered by them. For
example- other alternatives like Pegasus
Airlines, Flybe and Wizz Air will be
evaluated with quality and number of
services provided in comparison to Ryanair.

Purchase decision
After moving through three stages buying decision is made by
purchaser. All the facts are evaluated and products and services that
best suits is selected to purchase. Ryanair airline online booking
services will be convenient for consumers and bookings will be
made through this. More services at economical price will enhance
decision of repeat purchase of consumers.

Post purchase behaviour
This decision is made by consumers by evaluation percentage level of
satisfaction received through services provided by Ryanair airline.
This helps in converting potential customers to become loyal
consumers of Ryanair airline. Services provided by Ryanair airline
needs to be value paid for it to repeat purchase decision.

Advantages and Disadvantages
Advantage
 Needs of the consumers are
recognised and they are served with
goods and services suitable for their
need satisfaction.
 Through this process consumers are
best satisfied and businesses grow
and sustain for long term.
Disadvantage
 Through this process businesses are
forced to serve what consumers want
and it become risky to serve any new
product in the market.

CONCLUSION
This presentation provides with a conclusion that consumer behaviour
is complex while making buying decision. All the five stages
involved in decision making process needs to be evaluated by
Ryanair airline so that satisfaction level of interested consumers can
be enhanced. This helps in receiving feedbacks for the improvement
and implementing these induces consumers to make good buying
decision.

REFERENCES
 Zhao, J., 2017, May. Research on the Construction of the
Quality Guarantee System of E-marketing Practice Teaching. In
2017 4th International Conference on Education, Management
and Computing Technology (ICEMCT 2017). Atlantis Press.
 Consumer decision making process. 2019. [Online]. Available
through: <https://www.enotesmba.com/2014/06/marketing-
notes-consumer-decision-making-process.html>