The Buying Cycle.

The Buying Cycle also known as the marketing sales cycle, is a pattern process
consumers and business buyers go through when contemplating a purchase.
Another definition can be as such, buying Cycle is the process that consumers go
through to make a purchase.
The stages of buying cycle is as follow:

Awareness
Knowledge
Liking
Preference
Commitment
Loyalty

To study the concept of buying cycle, the choosen example is Emirates Airlines.
Emirates was founded in 1985 and is one of two flag carriers of the United Arab
Emirates along with Etihad Airways and is based in Dubai. The airline is a
subsidiary of The Emirates Group, which is wholly owned by the government of
Dubai's Investment Corporation of Dubai. It is the largest airline in the Middle
East, operating over 3,500 flights per week from its hub at Dubai International
Airport, to more than 142 cities in 78 countries across six continents.
Emirates has built up a strong brand name as a leader in the aviation industry,
particularly in terms of service excellence, and its very rapid growth, coupled
with consistent profitability. Emirates has won numerous awards it was ranked
8th by Air Transport World for "Airline of the Year" in 2012. The award has been
given based on recognition of its commitment to safety and operational
excellence, customer service trendsetters, financial condition including a 25-year
consecutive annual profit.[15] Emirates is rated as a four-star airline by aviation
consultancy group Skytrax. The airline was voted Airline of the Year in 2013.

Awareness.
Emirates Airline is an airline services that provides the luxurious,
comfortable and supreme quality travelling services to people. It provides
in-flight entertainment and exceptional services through which customers
may depend on utmost comfort. The cabin design provided to the
consumers is latest as most of the fleet is designed and developed on the
basis of spacious
Boeing 777s and ultra modern emirates A380s that makes the world best
class experience (Services by flight, 2013).
Furthermore, Emirates Airline offers the airline and aircraft services.
Emirates Airline makes use of Boeing 777, as well as Airbus. This also
entails the A380 airplanes that are following the Singapore airlines.The
company is also famous with regard to its aircraft purchases. In addition,
it has bought 127 aircrafts in the year of 2007.
There are three classes offered to customers in their services; such as,

First class- private suite, personal dining service, onboard shower spa,
etc.
Economy class- entertainment facilities, food and beverage services,
etc.
Business class- facilities like falt bed, in-seat power for charging of
laptops, side table for work, mini- bar, food and beverege services, etc.

Knowledge.
Is a fundamental aspect that the firm needs to consider so as to ensure
that enough information is at the disposal of make potential customers in
places where they can find them.
After the first stage; the awareness stage, potential customers now seek
for more information from numerous sources. This may be in terms of
media like articles on Emirates Airlines, its website, brochures, adverts
and through word of mouth. Additionally, social media like facebook is
used by Emirate Airlines as well as being an advertising tool against its
rivals like Quatar Airways. Hence, while having easy access to relevant
information, the target market feel more comfortable and thus move
along the buying cycle.

Liking.
The target market has now gathered adequate information and move
towards some of them. The time spent at the liking stage is directly
related to the value of their needs e.g fast and efficient on-board services.
In addition, passengers may compare to discuss the options available so
as to determine what they like and those that can be elimiated in their
lists.

Preference.
The target market moves one step further in the buying cycle. This can be
defined by asking; question; is this product the best value for me? Value
itself is an interesting concept and can mean different things to different
people. One customer only select the product or service that comes in at
the cheapest price. Another customer may look at quality/warranty. The
goal for is to move from this stage with a clear viewof their choice e.g onboard services.

Commitment.
Commitment generally involves a monetary linkage. A definition of
commitment would be some type of engagement that restricts freedom,
a pledge or an obligation. Therefore,after the preference stage; the
consumer moves to the commitment stage of the buying cycle.

Buy/Loyalty.
The final stage focuses on the Buy stage alternatively, the Sell, or even
the Gain Loyalty stage.
This stage is also know as the close the deal stage. Activities to help
make the buy should also include ways to foster relationships with
customers to ensure they become loyal to Emirates Airlines product or
service. The final stage of the customer stage finishes the execution of the
marketing campaign of Emirates Airlines as a leading international
aviation firm and is instrumental to a product, a concept or a service
purchase making the customer loyal to the firm.