This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with different demands and attitudinal predisposition towards hanks the study deteeted the fifteen most relevant motivational factors which enabled the understanding of consumer relationships with the category and seven different hank customer profiles.
Authors: Piet Lambrechts, Ton Merks
May 1, 1996
- This could also be of interest