Antony, George P; Dr.Francis,C A(Cochin University of Science and Technology, January 1, 2004)
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Abstract:
The research problem selected for this study is one of the important
issues in the field of financial market and its marketing dimensions on which
researchers and academicians encourage more research studies. This
research study may be relevant considering its significance in terms of some
possible findings which may be useful to Fls in framing successful market
segmentation approach to turn their dissatisfied and ‘merely' satisfied
customers into ‘delighted’ customers, which in turn can result in better savings
mobilisation. The household segments may also be benefited from the research
findings if they bring about an attitudinal change in their savings behaviour. The
importance of the study may be briefly highlighted in the following points.
The research study examines existing theories on market
segmentation by Fls and the findings might supplement the existing
theories on this topic. The study brings to light certain clues to strengthen market segmentation approach of Fls.The study throws light on the existing beliefs and perceptions on customer behaviour which may be useful in effecting some positive changes in market segmentation approach by Fls.
The study suggests certain relationship between market
segmentation variables and customer behaviour in the context of
marketing of financial products by Fls. The study supplements the existing knowledge on different dimension of market segmentation in the financial market which might encourage future research in the field.
Description:
School of Management Studies, Cochin University of Science and Technology