CLIENTS’ ATTITUDE IN RELATION WITH THE BANK - BEHAVIORAL STUDIES

Our paper focuses on consumer’s behavior of banking market and underlines the conclusions that were taken by many studies on this area. In order to understand the buying decision of the clients, we present the behavioral factors and the theories of consumers’ behavior. The conclusion of studies made at different banks indicates that there are similar aspects that banks take into account when selecting factors for analysis; still, there are differences between factors in the research. This diversity may result from management practices different from one bank to another, different bank locations, client group, income, age, family members, job, available liquidities, different approaches of main aspects taken into account and other factors as well. These studies will be useful in carrying on the research on the particular banking market like Romanian and Turkish markets.