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- Title
IS THE BEHAVIOUR OF BANKING SERVICES CONSUMERS IN MIERCUREA CIUC GENDER DIFFERENT?
- Authors
KULCSÁR, Erika; SZABÓ, Emőke
- Abstract
The attitude of men and women is different towards a product or service; as such their buying behaviour is different. The question is whether gender is really an important segmentation variable in the banking sector? Also it's worth analysing whether the commercial broadcast by television has a direct impact on the process of buying bank services, i.e. whether it contributes in a positive way to shape a positive brand identity. In order to find answers to these questions, a quantitative marketing research was conducted among residents in Miercurea Ciuc. According to the results was observed that: when purchasing banking/financial services, women too behave like men.
- Subjects
BANKING industry; CUSTOMER satisfaction; COMMERCIAL broadcasting; FINANCIAL services industry; MARKETING research
- Publication
Management & Marketing Journal, 2015, Vol 13, Issue 2, p382
- ISSN
1841-2416
- Publication type
Article