Srivatsa, HS and Srinivasan, R (2007) Banking psychographics: an Indian empirical study. In: Annual Conference of International Academy of Business and Economics (IABE), Oct.14-17, 2007.
Full text not available from this repository. (Request a copy)Abstract
India has been witnessing an economic boom which fuelling a huge growth in the financial sector especially the banks. The spending power and consumerism has been increasing along with the growth in GDP. The numbers of banks are around 3000 (data according to Reserve Bank of India). With a population base of close to 1.1 billion and a diverse culture that has been dictating the mindset and lifestyle of the population, it has been a challenge for the banks to understand the customer better and hence a the need of the hour is a proper psychographic study of retail banking customers.
| Item Type: | Conference Paper |
|---|---|
| Keywords: | GDP;RBI;Psychographic;retail banking |
| Department/Centre: | Division of Interdisciplinary Sciences > Management Studies |
| Date Deposited: | 28 Oct 2011 08:16 |
| Last Modified: | 28 Oct 2011 08:16 |
| URI: | http://eprints.iisc.ac.in/id/eprint/41810 |
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