This market research case study illustrates customer orientation by showing how Yorkshire Building Society has carried out detailed research into the financial requirements of young people with a view to offering them products that most meet their needs. Buying decisions and value Traditionally, providers of financial services for young savers have competed on products such as savings accounts by offering more attractive rates. A major problem with this approach is that it is product-led: it assumes that the provider knows what the customer requires. YBS has radically…

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