Ryan Air Marketing Plan
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What do people think of RyanAir? Consumer Behavior
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Date: October 15th 2012
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Table of contents Introduction 3 The research design 4 Sample description 4 Method for interviewing 4 Research structure 4 Step 1: Collect pictures 5 Step 2: Interview method 5 Step 3: Concept map 5 Step 4: Combined concept map 5 Step 5: Consensus map 5 Step 6: Communication idea 6 The mental maps 7 Dutch consensus mental map 7 Romanian consensus mental map 8 Combined consensus mental map 9 Communication idea 10 Olympic Games 2012 10 TV Commercials 10 Nadia Comaneci on Romanian Traditions 11 Marian Dragulescu on Romanian Scenery 11 Larisa Iordache on Dracula 11 Camelia Potec on Romanian People 11 Flags and banners 11 Printed advertisement 12 Conclusion and discussion 13 Conclusion 13 Discussion 13 Future research 13 References 14 Websites 14 Articles 14 Appendix 15 Interviews by Cristina Bataga 15 Interviews by Jessica van der Hoeven 17 Interviews by Ella van Leeuwen 22 Interviews by Mehdia Shireen Talib 27
Introduction
With this paper we will offer insights in brand perceptions and attempt to create a perceptual map for a specific brand. To choose a brand for this assignment we had a group discussion about which brand we thought would be interesting to evaluate and analyse. After considering several options, we decided that we wanted a brand which is relevant at the moment, since this would make it easier for our participants to evaluate. After discussing multiple brands we decided to choose Ryanair.
In this assignment participants evaluate Ryanair through interviews and conceptual maps. We will first conduct a simple interview with the respondents and we will let them draw a concept map afterwards. We will explain everything in more detail in the
What do people think of RyanAir? Consumer Behavior
-------------------------------------------------
Date: October 15th 2012
-------------------------------------------------
Table of contents Introduction 3 The research design 4 Sample description 4 Method for interviewing 4 Research structure 4 Step 1: Collect pictures 5 Step 2: Interview method 5 Step 3: Concept map 5 Step 4: Combined concept map 5 Step 5: Consensus map 5 Step 6: Communication idea 6 The mental maps 7 Dutch consensus mental map 7 Romanian consensus mental map 8 Combined consensus mental map 9 Communication idea 10 Olympic Games 2012 10 TV Commercials 10 Nadia Comaneci on Romanian Traditions 11 Marian Dragulescu on Romanian Scenery 11 Larisa Iordache on Dracula 11 Camelia Potec on Romanian People 11 Flags and banners 11 Printed advertisement 12 Conclusion and discussion 13 Conclusion 13 Discussion 13 Future research 13 References 14 Websites 14 Articles 14 Appendix 15 Interviews by Cristina Bataga 15 Interviews by Jessica van der Hoeven 17 Interviews by Ella van Leeuwen 22 Interviews by Mehdia Shireen Talib 27
Introduction
With this paper we will offer insights in brand perceptions and attempt to create a perceptual map for a specific brand. To choose a brand for this assignment we had a group discussion about which brand we thought would be interesting to evaluate and analyse. After considering several options, we decided that we wanted a brand which is relevant at the moment, since this would make it easier for our participants to evaluate. After discussing multiple brands we decided to choose Ryanair.
In this assignment participants evaluate Ryanair through interviews and conceptual maps. We will first conduct a simple interview with the respondents and we will let them draw a concept map afterwards. We will explain everything in more detail in the
References: http://www.guardian.co.uk/business/2011/may/23/Ryanair-profits-rise-passenger-numbers http://www.airlinequality.com/Forum/ryan.htm Avery, J., Kozinets, R., Mittal, B., Raghubir, P. and Woodside, A. (2012), ‘Consumer Behaviour: Human Pursuit of Happiness in the World of Goods’, Open Mentis. John, Deborah R. et al (2006), ‘Brand Concept Maps: A Methodology for Indentifying Brand Association Networks’ Journal of Marketing Research,43(November), 549-563