The Role of Marketing Communication for Creating the Ryanair’s Image, from Consumers Perspectives

The marketing communication represents a defining element of the relationship between the organization and costumers, being highlighted through the need to ensure a continuous informational exchange, that can be made through different techniques and methods, in order to achieve the necessary communicational objectives for maintain the relationship wellness of the two entities. These premises have led to the need of identifying the role of marketing communication for creating the company’s image, from consumers perspectives, thing that have determined to establishment of a qualitative research, through which it can be observed the costumers’ attitude on the company’s image and also on the motivations to purchase. This study was conducted on a target group of low-cost consumers, made up of those who have already used the Ryanair’s services and also those who have not had the opportunity, so far. The respondents have been selected through the snow ball sampling method and then they took part in individual in-depth interviews. The results of our qualitative research have proved that the communication policy is placed on a secondary plan and the main acquisition criteria are the offer’s price and the services’ quality. It cannot be neglected the communicational utility, but the importance of financial considerations is strongly felt. An outstanding part of the research have pointed out that the communicational policy is not an acquisition criterion, but its purpose is to bring into customers’ attention the services and the positive aspects of the company that can different it from another.