[Qtx]

The many price rises a year is probably a purely psychological based decision. If a customer got a letter once a year saying their bill is going up £15 then it could be enough of a shock to make them think about switching providers. Three or four bills of around £4 are more likely to brushed aside as inflation/the cost of everything is rising. It also has a benefit of increased income earlier in the providers part.

What I am interested to know is what caused so much resentment towards the price rises this time? Is it there was one price rise too many in a year (possibly avoided by making earlier increases a little higher?)? Was it that customers felt that virgin had not provided enough extra this year to warrant the cost? Or is it simply the state of the economy and customers in general are feeling the pinch in their pocket in all areas?

Interested to hear your thoughts.