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Is The Behaviour Of Banking Services Consumers In Miercurea Ciuc Gender Different?

Author

Listed:
  • Erika KULCSÁR

    (Babes-Bolyai University of Cluj-Napoca, Romania)

  • Emoke SZABÓ

    (Babes-Bolyai University of Cluj-Napoca, Romania)

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.

Suggested Citation

  • Erika KULCSÁR & Emoke SZABÓ, 2015. "Is The Behaviour Of Banking Services Consumers In Miercurea Ciuc Gender Different?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 382-391, November.
    • Handle: RePEc:aio:manmar:v:xiii:y:2015:i:2:p:382-391
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    File URL: http://www.mnmk.ro/documents/2016_X1/Articol_9.pdf
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    More about this item

    Keywords

    globalization; behaviour; quantitative marketing research; segmentation variables; attitude; bank;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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