Baking Psychographics : An Indian Empircal study

HS, Srivatsa and R, Srinivasan (2007) Baking Psychographics : An Indian Empircal study. International Journal of Business Research ., 7 (5). pp. 80-88.

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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: Article
Uncontrolled Keywords: GDP; RBI; Psychographic; Retail Banking
Subjects: Finance > Banking Services
Divisions: Finance and Strategy
Depositing User: Ms. Sachitha R
Date Deposited: 25 Sep 2018 06:37
Last Modified: 20 Feb 2019 10:59

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