Different consumer strategies to face the powers of banks

This paper focuses on a study commissioned by Banespa, a large public bank in Brazil, concerning bank customer habits and motivations in which psychographic segmentation techniques were used.

Different Customer Strategies to Face the Powers of Banks

Vera Aldrighi Clnica de Communcao e Marketing, Brazil

Psychographic segmentation is still the most advanced method we have to understand categories that are characterised by complex, multivariate motivational demands. This is the case of banks, although banks are not among the businesses that make the most use of marketing segmentation.

The big banks that compete in the Brazilian market (the socalled retail banks) target their products, services and advertisements at all consumers on the supposition that customer attitudes, needs and desires are, to some extent, uniform. Thus, the enormous social, cultural...

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