By Arthur Meidan (auth.)
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Extra resources for Bank Marketing Management
Parents are encouraged to bring their children in to the bank and start accounts from a very young age in the hope that banks retain youngsters' loyalty and continued patronage in the future. Another significant influence is that of friends. As we would expect, new student accounts are often decided on the advice given by mends and relatives. Whether the student has opened an account before university, on arrival, or already has one, advice from friends scores highlyon all three possibilities in influencing their decision.
CHAPTER2 Customer behaviour andmarket segmentation Contents INTRODUCTION 21 CONSUMER BEHAVIOUR AND ATTITUDES Factors and influences on bank customers 23 The consumer process 29 TYPES OF MARKET SEGMENT A TION 31 Social classes segmentation 34 Segmentation by life cycle 37 Psychographie segmentation 38 Behaviouristic segmentation and consumer perceptions Other consumer segments 40 22 39 SEGMENTATION OF RETAIL v. CORPORATE MARKETS 42 IMPLICATIONS OF SEGMENTATION FOR EFFECTIVE 44 BANKING Introduction The initial studies of bank customer behaviour started with the banks' interest in the services they offered, and the customers' attitudes, beliefs and perceptions about those services.
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. -on the other. Between the two sets of influences there is no doubt that the psychological set exerts more force and for this reason this will be discussed in more detail.