Report: Ryanair's Marketing Strategies and Consumer Behavior Analysis

This report provides an analysis of Ryanair's marketing strategies, focusing on consumer behavior and the decision-making process. It begins by highlighting Ryanair's products and services, particularly airline tickets and food and beverages, and their impact on profitability. The report then explores the consumer decision-making process, which includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It emphasizes the importance of understanding customer needs and preferences to enhance sales and gain a competitive edge. The report concludes that understanding consumer behavior at each stage of the decision-making process is crucial for increasing ticket sales and overall business success. The analysis draws on the work of Katsikeas et al. (2016) to support its findings.

Marketing

 As Ryanair is a successful company and there are
various products and services which is offered by
the company like airline tickets and food and
beverages.
 These forms the main products of the company
which can result in higher profitability and growth
if there sales increases in the market.
INTRODUCTION

Consumer decision-making process
 It is referred as a process which helps the consumers to identify gather information,
evaluate various alternatives and make a buying decision once their needs are
identified.
 The consumers behaviour of decision-making is a complex procedure which involves
various steps starting from the problem recognition to purchase decision.
 Ryanair in order to increase the sales of Tickets and Food and Drinks has to be aware of
consumer buying decision-making process and consumer behaviour.
 Different customers have different needs and preferences and these are referred those
needs which influence the decision of customers like some customers prefer economy
class and some customers prefer business class and book tickets accordingly.
 Here a company has to analyse and realize the basic problem of customers buying
decision-making process and Ryanair can make their products and services different
form its competitors in the markets.

A consumer before making a buying decision under goes 5 different stage before buying a
ticket of Ryanair and these stages can be explained below:
 Need recognition: In this step customer identifies its needs the need could be if a
person has to travel to another city or country by air. Here company has to identify
need of the customers in a target market where a company can promote their tickets
through advertisement.
 Information search: In this stage consumers gather more and more information about
the product for example customers check the tickets of different airlines and type of
information gathered will influence their decision. Here a company has to provide
appropriate information through different sources like social media, etc.
Consumer decision-making stages

 Evaluation of alternatives: In the customers evaluate different alternatives so, in order
to attract the customers Ryanair has to offer their tickets at best affordable prices to
customers.
 Purchase decision: If a customer likes an offer from the company and find tickets are
quite affordable, so customer make a purchase decision.
 Post purchase behaviour: This refers to the post purchase evaluation of product
experience where a customer decides whether a travelling experience was go or bad.
CONT…

CONCLUSION
 It can be concluded that in order to increase
the sale of its ticket it is vital for the
organisation to understand the customer
buying behaviour and has to follow the
customer at each stage of decision-making
process.

References
Katsikeas, C. S., and et.al., 2016. Assessing performance outcomes in marketing. Journal
of Marketing, 80(2), pp.1-20.