Enhancing Brand Awareness: A Ryanair Mobile Marketing Customer Study

This research project investigates Ryanair's mobile marketing strategies and their impact on brand awareness and customer satisfaction. The study employs an exploratory research design with an inductive approach, utilizing both primary (questionnaire of 50 Ryanair customers) and secondary data (books, journals, and online articles). The data analysis reveals that the majority of customers are between 25 and 30 years old and are predominantly male. A significant 92% of customers receive marketing information via mobile messages, with offers and discounts being the most common types of information shared. The findings indicate that Ryanair's mobile marketing activities enhance customer satisfaction and contribute positively to the company's brand image. The research concludes that Ryanair effectively uses mobile marketing to improve its business performance and recommends continuous market research and the introduction of creative messaging to further influence purchase decisions.

TA S K 4
Research project

Aim and objective
Aim
Identification of the key attributes present in mobile
marketing for enhancing brand awareness along with
customer satisfaction of business: A study on Ryanair
Objectives
To understand the significance of mobile marketing in
airline sector
To identify the key attributes in mobile marketing which
enhances customer satisfaction level
To assess the range of factors that must be present which
indulging into practices of mobile marketing
To recommend the effective ways through which Ryanair
can improve its mobile marketing practices

Research methodology
Research design: Exploratory
Research approach: Inductive
Data collection: primary (Questionnaire),
Secondary (books, journals and online
articles)
Sampling: 50 customers of Ryanair
Data analysis: Qualitative (Themes)

Theme 1: Majority of the respondents lies under age
group of 25 to 30 years
20-25 years 25-30 years 30-35 years 35 and above
0
5
10
15
20
25
Age
Series1

Theme 2: Majority of the customers are male
Male
76%
Female
24%
Gender

Theme 3: Customers are retired
Service person
Retired
Businessman
Others
0 2 4 6 8 10 12 14 16
Occupation
Series1

Theme 4: Customers are provided business
information through mobile marketing
Yes
92%
No
8%
Does Ryanair provides you marketing information
through mobile messages ?

marketing
Offers on services Discount Both
0
5
10
15
20
25
30
35
What specific information do you receive through mobile
marketing?
Series1

Ryanair has enhanced customer
satisfaction level.
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
30
35
Mobile marketing activities of Ryanair leads to enhanced
customer satisfaction?
Series1

Theme 7: Mobile marketing strategies of company has developed its brand image
Strongly agree
76%
Agree
10%
Neutral
8%
Disagree
4%
Strongly disagree
2%
In your view effective mobile marketing strategies has
developed brand image of company?

Theme 8: Brand image of Ryanair is positive due to presence of effective mobile marketing strategies
Yes No
0
5
10
15
20
25
30
35
40
45
50
Do you perceive Ryanair as a brand positively due to
presence of effective mobile marketing strategies ?
Series1

Theme 9: Information shared through mobile marketing is useful every time
Yes
94%
No
6%
Does information shared through mobile marketing is
useful every time?