... impact on a consumer's decision to purchase an airline ticket; that is, the report will describe the variables affecting the passenger's selection of a particular airline and compares and contrasts variables in the decision making process across the two key market segments of business travel and leisure travel. 3. The last section of this report aims to describe how the consumer in the identified target market may 'go through' the consumer decision process. Introduction: Virgin's colourful beginnings... through to the founding of Virgin Blue Fresh from the success of running a student magazine in London, Richard Branson founded Virgin as a mail order record company in 1970 at the age of 20. What inspired the name? "I was a Virgin in business" says Mr. Branson. However, things have changed quite considerably since. Virgin - the third most recognised brand in Britain - is now becoming the first global brand name of the 21st ...

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