THIS RESEARCH PROPOSAL IS THE PART ONE OF THE MARKET RESEARCH PROJECT CARRIED OUT TO INVESTIGATE PASSENGERS' PERCEPTIONS OF RYANAIR. THE PROJECT WAS COMPLETED IN MARCH 2011, THERFORE ALL INFORMATION IS CURRENT AND TRUE TO THE BEST OF AUTHOR'S KNOWLEDGE. WRITTEN BY AN AVIATION MANAGEMENT UNDERGRADUATE; IT CONTAINS A BRIEF INTRODUCTION, LITERATURE REVIEW, METHODOLOGY AND A FORMAL PLAN SECTION WHICH ALIGNS WITH A TYPICAL RESEARCH PROPOSAL TEMPLATE, HENCE IS PARTICULARLY USEFUL FOR AVIATION/ TOURISM UNDERGRADUATES OR AS INSPIRATION FOR A DISSERTATION PROPOSAL.
THE FOLLOWING OUTLINES THE ABSTRACT OF THE REPORT.
'...The purpose of this research is to investigate the marketing strategies of Ryanair, the original European low-cost airline, outlining the company’s business model and performing primary research via a questionnaire to identify travellers’ attitudes towards low-cost carrier Ryanair and whether low prices are enough to attract more passengers, whatever the product quality. In addition it will also examine the passenger perception towards Ryanair’s latest idea to offer vertical seating for free or to pay 50% less than the seated passenger.
It is aimed that this research will give an idea of the consumer market and the buyer behaviour in relation to Ryanair and how the low cost strategy adopted by Ryanair has made it the successful airline it is today...'
RESEARCH PROPOSAL : PASSENGERS’ PERCEPTIONS OF RYANAIR
Publication date: 04/06/2011
LOW COST STRATEGY AND ITS LATEST IDEA TO OFFER VERTICAL SEATING
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