eISSN:2278-5299

International Journal of Latest Research in Science and Technology

DOI:10.29111/ijlrst   ISRA Impact Factor:3.35,  Peer-reviewed, Open-access Journal

A News Letter Sign UP!
INFLUENCE OF THE DEMOGRAPHIC VARIABLES ON THE CUSTOMER?S CHOICE AND PREFERENCE FOR A PARTICULAR TYPE OF BANK

Research Paper Open Access

International Journal of Latest Research in Science and Technology Vol.3 Issue 1, pp 88-90,Year 2014

INFLUENCE OF THE DEMOGRAPHIC VARIABLES ON THE CUSTOMER?S CHOICE AND PREFERENCE FOR A PARTICULAR TYPE OF BANK

Swati Mittal

Correspondence should be addressed to :

Received : 21 February 2014; Accepted : 25 February 2014 ; Published : 28 February 2014

Share
Download 125
View 178
Article No. 10261
Abstract

There has been a lot of restructuring and reshaping of the role of the banks in the past decade as India too has groomed itself for a more visible presence on the global platform. Stiff competition between the public sector banks and foreign players has led to public sector banks gaining a dominant while the foreign banks have had to adjust to the domestic banking scene to a great extent. The banks can earn high profit if they are able to position themselves better than their competitors within a specific market. Demographic information is the most accessible and cost effective way to identify a target market. Demographic profiling is particularly useful in two closely related tasks- creating customer profiles for product and service marketers and creating audience profiles for mass and special interest media to attract advertisers. The study uses a multi-method approach, survey based on the profile of the customers for banking industry in India. In the study 150 customers of State Bank of India (SBI) a public sector bank and 150 customers of Industrial Credit and Investment Corporation of India (ICICI) bank a private sector bank in India were studied. The independent samples were formed which could be analyzed using null hypothesis test to investigate whether The demographic profiles of the surveyed customers and their choice of a particular type of bank (i.e. private or public) are independent of each other”, using the chi-square test. The difference between the few demographic variables like age, education and occupation are highly significant and therefore, these variables significantly influence the customer’s choice and preference for a particular type of bank

Key Words   
Bank; Customer, Demographic Profile, Preference, Survey
Copyright
References
  1. Shrivastava, R.M., and Nigam, Divya, “Retail Banking in India”, OJANA, May2007, pp.57-59.
  2. Srivastav.P.K., “Banking Thery & Practices”, Himalaya Publishing house Ltd., Mumbai,2008.
  3. Srivastava, P.K., “Banking Theory & Practice”, Himalaya Publishing House Ltd., Mumbai, 2005.
  4. Gopinath, Shyamala, Governor, RBI at the IBA- Banking Frontiers International Conference on “Retail Banking Directions: Opportunities & Challenges” at Mumbai. May28.2005
  5. “Report on Trend & Progress of Banking in India 2003-04”, Reserve Bank of India, 2004.
  6. The Banker (A monthly publication of financial Times Ltd.). February,1998.
  7. “India Banking 2010-Towards a High Performing Sector”, McKinsey & Co.Report, 2010.
  8. Dabholkar p (1996), Consumer Evaluation of new technology based self service option an  investigation of alternative models of service quality, International journal of research in marketing vol 13, no 1 pp 29-51
  9. Kohli and jaworski (1990), market orientation the construct research propositions and managerial implication journal of marketing,vol 54 (April1990), pp 1-18
  10. Gopal Krishnan v “Marketing of Banking Services in the Globalized Scenario Emerging Challenges”. Indian Journal of marketing, May 2004, pp. 26-28
  11. Israel, D., Sudhahar, J.C., and Selvam, M., “The Measurement of service Quality Perception in Banking Sector”, SCMS Journal of Indian Management, Oct-Dec. 2004, pp. 37- 51.
  12. Dawes j and swailes s (1999) Retention sans frontiers issues for financial service retailers , international journal of bank marketing vol 17,no 1 pp 36-43
To cite this article

Swati Mittal , " Influence Of The Demographic Variables On The Customer?s Choice And Preference For A Particular Type Of Bank ", International Journal of Latest Research in Science and Technology . Vol. 3, Issue 1, pp 88-90 , 2014


Responsive image

MNK Publication was founded in 2012 to upholder revolutionary ideas that would advance the research and practice of business and management. Today, we comply with to advance fresh thinking in latest scientific fields where we think we can make a real difference and growth now also including medical and social care, education,management and engineering.

Responsive image

We offers several opportunities for partnership and tie-up with individual, corporate and organizational level. We are working on the open access platform. Editors, authors, readers, librarians and conference organizer can work together. We are giving open opportunities to all. Our team is always willing to work and collaborate to promote open access publication.

Responsive image

Our Journals provide one of the strongest International open access platform for research communities. Our conference proceeding services provide conference organizers a privileged platform for publishing extended conference papers as journal publications. It is deliberated to disseminate scientific research and to establish long term International collaborations and partnerships with academic communities and conference organizers.