IS THE BEHAVIOUR OF BANKING SERVICES CONSUMERS IN MIERCUREA CIUC GENDER DIFFERENT?

Erika Kulcsár and Emoke Szabó
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Erika Kulcsár: Babes-Bolyai University of Cluj-Napoca, Romania
Emoke Szabó: Babes-Bolyai University of Cluj-Napoca, Romania

Management and Marketing Journal, 2015, vol. XIII, issue 2, 382-391

Abstract: The attitude of men and women is different towards a product or service; as such their buying behaviour is different. The question is whether gender is really an important segmentation variable in the banking sector? Also it’s worth analysing whether the commercial broadcast by television has a direct impact on the process of buying bank services, i.e. whether it contributes in a positive way to shape a positive brand identity. In order to find answers to these questions, a quantitative marketing research was conducted among residents in Miercurea Ciuc. According to the results was observed that: when purchasing banking/financial services, women too behave like men.

Keywords: globalization; behaviour; quantitative marketing research; segmentation variables; attitude; bank (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xiii:y:2015:i:2:p:382-391

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