A Life Cycle Segmentation Approach to Marketing Financial Products and Services

Rajshekhar (Raj) G. Javalgi and Paul Dion

The Service Industries Journal, 1999, vol. 19, issue 3, 74-96

Abstract: State-of-the-art market segmentation is becoming an important strategic tool in the continuing evolution of the financial services industry. This article, focusing on a life cycle segmentation approach, indicates that the importance attributed to financial choice criteria and financial services varies as consumers pass through an orderly progression of life cycle stages. Thus, the results suggest that marketers in the financial services industry should adopt a life cycle marketing based system to more fully satisfy the needdwants of their customers.

Date: 1999
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DOI: 10.1080/02642069900000031

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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