Bank Marketing Management by Arthur Meidan (auth.)

By Arthur Meidan (auth.)

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As will be seen in this chapter, through these segmentation processes the investigator is able to obtain an insight into the reasons for using a certain service or a package of services and also to identify customers' perception of that service or package. Consumer behaviour and attitudes Traditionally bankers used a purely finandal analysis to analyse their customers or clients, particularly in the provision of loans, extension of overdraft, credit and cheque facilities. Arguably this analysis presents only half the story, as the results presented can only be accepted at face value.

Later in life, the parents in tum exercise their influence over their dependants. We can see from this that distinct stages can be isolated in the life-cycle process, and particular causal factors isolated. This means that on the basis of changing roles, consumer behaviour changes through the life-cycle and thus the purchase decision alters. Banks can isolate these particular segments and adopt a special mix to appeal to the different behavioural phases. Internal factors This refers to the thought process within the consumer, that is, the psychological influences on the one hand, and the personal characteristics of each consumer - such as lifestyle, personality, occupation, etc.

Non-rational essentially. Has a well-structured sense of 5. Vague and unclear structuring the universe. of the world. Horizons vastly extended or not 6. Horizons sharply defined and limited limited. Greater sense of choice making 7. limited sense of choice making 8. Very much concerned with Self-confident, willing to take security and insecurity. 9. Concrete and perceptive in his Immaterial and abstract in his thinking. thinking Sees himself tied to national 10. Work revolves around his family happenings.

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