Segmentation of consumers of retail banking products
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Author(s): | Bychkova I. I., Semenyuta О. G., |
| Number of journal: | 2(31) | Date: | May 2015 |
| Annotation: | The article focuses on review of the current segments of consumers of retail banking products and services, on the analysis of customer segments from the point of view of behavioral characteristics of individuals; examination of the consumer segment at the banking market is performed; current levels of population awareness about financial products are examined in details; demand for banking products and services by Russia citizens in the current economic conditions is evaluated. Proposals for promoting the key banking products for the retails segment of consumers are developed based on the obtained data. The stop-factors contributing to slowing down of the bank market development in Russia are revealed. |
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| Keywords: | segmentation, consumer, customer, consumer behavior, banking product and service, deposit, credit, commercial bank, behavioral characteristics of consumer, banking market |
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