Segmentation by demographic factors is widely used in bank marketing despite the fact that the correlation of such factors with the needs of customers is often weak. Segmentation by expected benefits and attitudes could enhance a bank’s ability to address the conflict between individual...

Understanding the factors which are influential in the choice to purchase a service (or product) may be insufficient for the basis of a marketing strategy. It is also important to understand the interrelationships among these choice factors. Customers, or groups of customers may place a...