BSBMKG402B Analyse Consumer Behaviour for Specific Markets

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Topics: Marketing
BSBMKG402B
Analyse Consumer Behaviour for Specific Markets
Assessment
PART C - PROJECT

Your task is to gather information on the market segment for this product, analyse consumer behaviour within this segment and recommend what marketing strategies Virgin should develop to appeal to this market segment. This must be written in report form.
1. Gather information on the market or market segment for Virgin Hotels in accordance with Virgin’s marketing plan.
a. List the sources of information you used to gather information.
• This must include at least five (5) sources of information.
• Please reference each source in strict accordance with

Imagine Education Guidelines for referencing.
b. Prepare a basic customer profile/ profiles, identifying consumer attributes of the market segment or segments you are targeting.
For example:
• Demographics, values or attitudes, lifestyle, cultural and social influences
• Active or inactive customers
• Business or public sector customers
c. Explain how you could identify what consumer responses were to past marketing communications.
• For example, how could you analyse a consumer’s preferred frequency of contact/ medium of contact/ average order value, etc. • List an example of the questions you might ask. Include at least three (3) questions.
Consumer Analysis (please see “Reference List” section)
- Demographics: Virgin Hotels targets people in they early 30s and older up to their 50s. These people have finished their study, have a well-paid job and can afford a stay in “a 4 1/2-star hotel at four-star prices”.
They may also be business travelers, whose hotel rates are paid by their companies. I believe the “Limited Edition” packages also targets the mature-age markets not only because of their income, but also because they often look for extra service, the locations are all very private and quiet, suitable for resting periods, where people are just cared for by the staff.
- Geographics:

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