A Discrete Analysis of Demography and Electronic banking usage in Nigeria

Titus Chukwuemezie Okeke () and Chudi Gabriel Okpala ()
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Titus Chukwuemezie Okeke: Department of Marketing. Nnamdi Azikiwe University, Nigeria, Postal: PMB 5025, Awka, Anambra State, Nigeria
Chudi Gabriel Okpala: Department of Marketing. Nnamdi Azikiwe University, Nigeria, Postal: Department of Marketing. Nnamdi Azikiwe University, Nigeria

Journal of Internet Banking and Commerce, 2014, vol. 19, issue 2, 01-14

Abstract: This research seeks to determine which demographic sub-group has the greatest tendency to use electronic banking since different sub-groups reflect differences in mix and types of banking services used. It was based on a discrete analysis using both Binary Logistic Regression (BLR) and Multinomial Logistic Regression (MLR). Seven demographic variables: gender, age, income, marital status, ethnicity, occupation and education were used. The results of the study show that males and graduates are more inclined to use e-banking. It also shows that traders and respondents in technical/administrative occupation are less inclined while students/apprentices and clerical workers are more inclined to use e-banking. In terms of the consumers’ ethnic background in electronic banking, the study found out that the Igbo and Yoruba ethnic groups have higher and positive probability of using e-banking while the Hausa/Fulani show less probability. With respect to marital status, this study shows that singles have the highest probability to use e-banking. Married/divorced people also show positive disposition to use e-banking. The implication of this study is that market segmentation is a key element of product management.

Keywords: Electronic banking; Demographic; Discrete analysis; Nigeria; Central Bank of Nigeria; Product management; Segmentation (search for similar items in EconPapers)
JEL-codes: A11 (search for similar items in EconPapers)
Date: 2014
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