Segmentation of Consumer Banking Products and Services: An Exploratory Study

Detalhes bibliográficos
Autor(a) principal: Bueno, Regiane
Data de Publicação: 2013
Outros Autores: Akemi Ikeda, Ana
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/11995
Resumo: This study, defined as exploratory and descriptive, aims to analyze market segmentation based on main financial products and services provided by financial institutions, investigating the effect of demographic and behavioral variables amongst clients choices. Therefore, emphasis is given to banking institutions, especially because they are responsible for the capital flow amongst resource takers and providers in the Global Economy. Considering this investigation, banking customers were separated into categories based on different characteristics, choices, and behaviors. Firstly, the Cluster Analysis defined groups according to similarities among a sample of 414 respondents between 18 and 81 years of age. Secondly, the Discriminant Analysis allocated the same sample to different categories, based on results of the Cluster Analysis. This research technique provides the comparison of the results presented by both statistical techniques, which leads to the conclusion that the Cluster Analysis is the technique with results that best define the differentiation and characterization of each banking client group. Finally, the two techniques are validated, and study limitations and contributions are explained.DOI: 10.5585/remark.v12i2.2333
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spelling Segmentation of Consumer Banking Products and Services: An Exploratory StudySegmentação de Consumidores de Produtos e Serviços Bancários: um Estudo ExploratórioConsumer Behavior, Marketing Research, Segmentation, Banking Marketing.Comportamento do Consumidor; Pesquisa de Marketing; Segmentação; Marketing Bancário.This study, defined as exploratory and descriptive, aims to analyze market segmentation based on main financial products and services provided by financial institutions, investigating the effect of demographic and behavioral variables amongst clients choices. Therefore, emphasis is given to banking institutions, especially because they are responsible for the capital flow amongst resource takers and providers in the Global Economy. Considering this investigation, banking customers were separated into categories based on different characteristics, choices, and behaviors. Firstly, the Cluster Analysis defined groups according to similarities among a sample of 414 respondents between 18 and 81 years of age. Secondly, the Discriminant Analysis allocated the same sample to different categories, based on results of the Cluster Analysis. This research technique provides the comparison of the results presented by both statistical techniques, which leads to the conclusion that the Cluster Analysis is the technique with results that best define the differentiation and characterization of each banking client group. Finally, the two techniques are validated, and study limitations and contributions are explained.DOI: 10.5585/remark.v12i2.2333O estudo em questo, caracterizado como exploratrio-descritivo, procura investigar qual o efeito das variveis demogrficas e comportamentais nas decises dos consumidores voltadas aquisio de cada um dos principais produtos e servios oferecidos pelas instituies financeiras. Para tanto, nfase dada aos bancos, os quais constituem os principais responsveis pela movimentao dos fluxos financeiros entre tomadores e ofertadores de recursos na Economia Global. A partir dessa investigao, objetivou-se agrupar tais indivduos em categorias criadas atravs da constatao de diferentes caractersticas, escolhas e comportamentos. Foi realizada uma Anlise de Cluster, onde foram definidos agrupamentos dos respondentes com base em semelhanas apresentadas a partir de uma amostra de 414 respondentes com idades de 18 a 81 anos. Em seguida, foi feita a anlise discriminante para segmentar os mesmos respondentes com base em caractersticas pr-definidas, comparando-se os resultados obtidos com a adoo de ambas as tcnicas e chegando concluso de que a anlise dos agrupamentos a ferramenta cujos resultados melhor definem a segmentao e a caracterizao de cada grupo de clientes bancrios. Por fim, ambos os modelos so validados, alm de serem apresentadas as principais limitaes e direcionadores futuros da presente pesquisa.DOI: 10.5585/remark.v12i2.2333Universidade Nove de Julho - Uninove2013-08-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1199510.5585/remark.v12i2.2333ReMark - Revista Brasileira de Marketing; v. 12, n. 2 (2013): Abril - Junho; 133-1572177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11995/5621Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBueno, RegianeAkemi Ikeda, Ana2022-01-18T15:29:54Zoai:https://periodicos.uninove.br:article/11995Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:29:54REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Segmentation of Consumer Banking Products and Services: An Exploratory Study
Segmentação de Consumidores de Produtos e Serviços Bancários: um Estudo Exploratório
title Segmentation of Consumer Banking Products and Services: An Exploratory Study
spellingShingle Segmentation of Consumer Banking Products and Services: An Exploratory Study
Bueno, Regiane
Consumer Behavior, Marketing Research, Segmentation, Banking Marketing.
Comportamento do Consumidor; Pesquisa de Marketing; Segmentação; Marketing Bancário.
title_short Segmentation of Consumer Banking Products and Services: An Exploratory Study
title_full Segmentation of Consumer Banking Products and Services: An Exploratory Study
title_fullStr Segmentation of Consumer Banking Products and Services: An Exploratory Study
title_full_unstemmed Segmentation of Consumer Banking Products and Services: An Exploratory Study
title_sort Segmentation of Consumer Banking Products and Services: An Exploratory Study
author Bueno, Regiane
author_facet Bueno, Regiane
Akemi Ikeda, Ana
author_role author
author2 Akemi Ikeda, Ana
author2_role author
dc.contributor.author.fl_str_mv Bueno, Regiane
Akemi Ikeda, Ana
dc.subject.por.fl_str_mv Consumer Behavior, Marketing Research, Segmentation, Banking Marketing.
Comportamento do Consumidor; Pesquisa de Marketing; Segmentação; Marketing Bancário.
topic Consumer Behavior, Marketing Research, Segmentation, Banking Marketing.
Comportamento do Consumidor; Pesquisa de Marketing; Segmentação; Marketing Bancário.
description This study, defined as exploratory and descriptive, aims to analyze market segmentation based on main financial products and services provided by financial institutions, investigating the effect of demographic and behavioral variables amongst clients choices. Therefore, emphasis is given to banking institutions, especially because they are responsible for the capital flow amongst resource takers and providers in the Global Economy. Considering this investigation, banking customers were separated into categories based on different characteristics, choices, and behaviors. Firstly, the Cluster Analysis defined groups according to similarities among a sample of 414 respondents between 18 and 81 years of age. Secondly, the Discriminant Analysis allocated the same sample to different categories, based on results of the Cluster Analysis. This research technique provides the comparison of the results presented by both statistical techniques, which leads to the conclusion that the Cluster Analysis is the technique with results that best define the differentiation and characterization of each banking client group. Finally, the two techniques are validated, and study limitations and contributions are explained.DOI: 10.5585/remark.v12i2.2333
publishDate 2013
dc.date.none.fl_str_mv 2013-08-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/11995
10.5585/remark.v12i2.2333
url https://periodicos.uninove.br/remark/article/view/11995
identifier_str_mv 10.5585/remark.v12i2.2333
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/11995/5621
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 12, n. 2 (2013): Abril - Junho; 133-157
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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