Report on Consumer Decision Making Process for Ryanair In-Flight Wi-Fi

This report analyzes the consumer decision-making process in the context of Ryanair's proposed in-flight Wi-Fi service. It begins by introducing Wi-Fi technology and its potential competitive advantage for Ryanair, particularly for business travelers. The report then outlines the consumer decision-making process, including need recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase behavior, along with the application of this framework to Ryanair's Wi-Fi service. The report suggests marketing strategies to promote the Wi-Fi feature, focusing on its implementation in business class tickets initially and a phased rollout across all flights based on success. It concludes that understanding consumer behavior is crucial for Ryanair to successfully implement and market its Wi-Fi service, ensuring customer retention and a competitive edge. The report also references relevant academic sources on consumer behavior and decision-making.

TOPIC AND PRODUCT
 Own Wi-fi in Ryanair airline. Wi-Fi is a family of radio technologies commonly used
for Wireless Local area network (WLAN) of devices.
 It is based on the I EEE 8011 family of standards.
 Wi-fi will provide the free data connection in the flight also which will may help
Ryanair in getting competitive advantage.

REASON FOR CHOOSING PRODUCT
 The biggest reason for choosing the product was that Ryanair has many business men
who used to travel in the flight on the regular basis.
 As in real all the network providing do not support internet in the flight it creates a
situation which drives them toward wifi providing Airline.
 As Ryanair is looking to bring wifi in the flight it will help the company in attracting
the customer toward the company.

CONSUMER DECISION MAKING
PROCESS
 Consumer decision making process is the process in which the consumer identify their
needs, gather information, evaluate alternatives and then make their buying decision.
 At the same time consumer behavior may be determined by economic and
psychological factors and are influenced by environmental factors like social and
cultural values.

CONTINUE
 Consumer decision making behavior is the complex procedure which include the
lengthy process starting from need recognition and ends at post purchase decision.
 The decision may be complex as the consumer has to make decisions which can be
complex, comparing, evaluating, selecting as well as purchasing from a variety of
products.
 This generally affects the consumer decision making behavior.

APPLICATION OF FRAMEWORK
 Stimulus
 It is the step where consumer are driven or motivation which force the company to act.
A stimulus can be any of the following: Social, Commercial, Noncommercial, Physical.
 Need recognizance
 It is the second step in which the consumer haves the feeling that they are in need of the
same. In the Ryanair the consumer will feel that if they want to perform the business
activity in the organization they can do it as their will be wifi in the organization.

CONTINUE
 Information search
 It is the step where consumer used to search for the different option which can provide the
wifi facility in the organization. Rynnair has to make sure that they market this feature very
handsomely in the organization so that all the consumer are aware of the facility which is
provided by the organization and all the consumer has a idea of the same.
 Evaluating Alternative:
 It is the step where the consumer used to see the facility of all the alternative together and on
the basis of the same the consumer decides which one is the best alternative in front of the
consumer to use so that their need is filled efficiently. Rynnair has to make sure that they
promote he feature of the company in such a way that they compare their product in better
way in front of the consumer. Also Rynnaire can highlights the review of the different
customer on the social media platform so that the consumer has a idea of already experienced
person.

CONTINUE
 Purchasing Decision:
 It is the step in which the consumer make the decision about what they are going to
purchase. It is the step where Rynnaire can not do much as it is consumer decision and
there is no interference which Rynnaire can make. Organization only has to make sure
that they regularly promote the product of the company so that the consumer has a
proper idea about the organization product.
 Post Purchase Behavior:
 This is the next step in which the customer try to see the facility which has been offered
by the company and on the basis of same they decide whether to use the service again
or not. Rynnaire has to make sure that they provide the best service to the consumer in
the market it will eventually help the company in retaining the customer for the Longer
period of time and it is very necessary in the competitive market.

CONTINUE
 Evaluation of Decision:
 Finally, Stage 7, the evaluation of the decision. “Was this company the right choice for
me?”. Organization has to make sure that they used to build a good relationship with
the customer so that organization is able to maintain the trust factor among the
consumer. Sending best wishes on birthday, festival are the few example of the activity
which can be performed by the company.

CONCLUSION
 After going through the report it has been understand that there are many business men
who used to travel in the Rynnair flight and there are any customer who prefer to have
a wifi in the flight.
 After that it has been summarized that the marketing is the best way through
organization can promote this feature.
 In the end it has been recommended that the organization has to make sure that they
start this feature in business class tickets only as it will be difficult to afford the wifi
charges in the economic ticket.
 Also organization has to make sure that they start this feature in few flight only and
after seeing the success they go on to implement in all the flights.

REFERENCE
 Frederiks, E.R., Stenner, K. and Hobman, E.V., 2015. Household energy use: Applying
behavioural economics to understand consumer decision-making and
behaviour. Renewable and Sustainable Energy Reviews. 41. pp.1385-1394.
 Maniatis, P., 2016. Investigating factors influencing consumer decision-making while
choosing green products. Journal of Cleaner Production. 132. pp.215-228.
 Achar, C., So, J., Agrawal, N. and Duhachek, A., 2016. What we feel and why we buy:
the influence of emotions on consumer decision-making. Current Opinion in
Psychology, 10, pp.166-170.