Women and financial services:some directions for future research Available to Purchase

As a result of recent social and economic changes women have become an important market segment for financial institutions. Documents the differences which exist in the financial service consumption patterns between men and women. Considers a range of factors which might explain the variations in consumer behaviour namely: the gender schema and financial services; changes in household relations and household form;economic activity rates; sexual discrimination; and the advertising strategies of financial institutions. Finally, considers ways in which financial institutions might market themselves more effectively to women.