Abstract:

Our studies deal first and foremost with analysing the sociological and psychological aspects of bank competition within the section of mass business. Our aim was to make visible the social structure of the banks' customers, the mental image which customers and customers of competitive banks have of the banks of this group or of competitors; in addition, we were interested in the customers' judgement of the range of services the banks have to offer, to get better acquainted with the effectiveness of specific advertising and other sales promoting measures, with local issues, with the will to save, with other habits, with typological descriptions of the clientele. The purpose of these studies is to work out a basis for sales promoting measures for these banks. Our studies were conducted at three levels, viz.: national, regional, local.