Chetan Desai

Consumer Attitudes Towards Pricing Strategies Used by Western Union: a Case Study of Afro-caribbean and Asian Consumer's Behavior Chetan Desai

This book is about the in-depth investigation of Asian, African and Caribbean customers' attitudes towards pricing strategies used by remittance industry. Moreover, the book is mainly focus about the academically untouched "Remittance Industry" and its market leader ? Western Union. The case study includes the deeply investigation about the customers attitudes towards marketing and pricing strategies of the Western Union that mainly focus Asian, African and Caribbean customers segments in UK. Well, "Customers are the King of Market". However, the company for their consumption easily influences them. Hence, Basic reasons are different. Western Union have many loyal customers, reason for loyalty is might be a different from the company point of view. The book has mainly focused on, whether pricing strategies of the Western Union is ethical or not as per the specific region and as compare to market. The Western Union case was concluded with interesting and unexpected findings. This kind of case study help management student to understand different concept of customer behavior and their attitudes in different situation.