... differences were found upon comparing single and multiple banking customers based on five psychographic characteristics. There are also pluses and minuses from a customer’s viewpoint. Some of the pluses are that a customer would almost certainly benefit from access to a wider range of ATMs, possibly a wider...

... Consumers Consumer behaviour Financial services Marketing Marketing strategy Market segmentation Product positioning Psychographics The financial services industry has undergone dramatic changes in the last decade altering both the structure of the industry and the way in which it operates...