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.
The paper examines the concepts of demographic information and psychographic information drawing comparisons between them, and providing examples of advertisements with psychographic appeal to their customer base.
The paper examines the role of emotions in framing consumer decisions reviewing related academic literature and discussing the effects of emotional advertising, the impact of imagery, the differences in the emotional appeal between service and product advertisements, the cognitive components of customer satisfaction loyalty, etc.
The paper examines the concept of 'customer perceived value' reviewing literature on the definitions of value and perception, the classification of consumer needs, the features that influence customer perception, etc. It is argued whether a frequent introduction of new products is an effective marketing strategy. A focus group study is conducted to explore consumer differences in the perception of the new.
The paper examines the customers' perception of Bullring Shopping Centre in Birmingham providing the company's background, identifying their marketing problems, and conducting a survey of the UCE undergraduate students' attitudes towards the centre. Conclusions are made about the respondents' buying behaviour suggesting recommendations for more effective marketing communications.
The paper presents a Whole Foods Market (WFM) case study examining their ways of addressing the issues of consumer behaviour (CB), and suggesting techniques of better understanding CB and brand building of the WFM in UK. Recommendations are based on key marketing theories and their application to the Whole Foods expansion in the UK.
The paper examines the factors influencing the customers of budget hotels, focusing on Holiday Express Inn Hotel. The study employs a questionnaire as a primary research tool to obtain firsthand data; SPSS software is used. Suggestions and recommendation for Holiday Express Inn are provided.
The paper looks onto the theory of consumer behaviour defining the concept of demand and its relationship to price, quantity, preferences, level of income, etc. Techniques of inferring consumers' demand are outlined focusing on the elasticity of demand and describing the price elasticity of demand, income elasticity of demand, and cross elasticity of demand.
The paper analyses the article 'Green Decision: Demographics and Consumer Understanding of Environmental Labels' by D'Souza et al. (2006) reviewing the demographic profile of Australian green consumers in relation to consumers' attitude towards green labels. The research findings indicate that investors should pay attention to green label as it can be a good business opportunity and effective marketing communication tool.
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