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Virgin Group
C/M/922. Consumer behaviour: case study of Virgin Group
- WORDS:
- 2500
- DATE:
- 2008
- PRICE:
- 29.99 GBP
The paper examines the attractiveness of the Virgin brand to customers identifying the brand features that are recognisable and innovative. The background of the Virgin Group is reviewed describing the key values set by the company's founder Sir Richard Branson, and the effects of the consumer focus, value for money offers, quality, innovation, etc. A study of buyer behaviour is conducted on the basis of related academic literature and Virgin's case study. Alternative ways to attract consumers to Virgin's products and brands are considered.
KEYWORDS: Virgin, Buyer, consumer behaviour, Richard Branson, Branding,
Other Papers On: Virgin Group
Other Papers On: Consumer Behaviour
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