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...