Vad är den främst avgörande faktorn vid privatkundens val av marginalbank?
en studie om hur demografiska skillnader påverkar privatkunders val av marginalbank samt se hur deras val kan användas vid segmentering

  • Jenni Lindh
  • Frida Persson

    Student thesis: Bachelor

    Abstract

    Purpose: The aim of this study is to explain what the cardinal factor is when clients choose their marginbank by comparing demographic variables and how their choice can be used in segmentation.

    Method: To reach results for the analysis a positivistic approach and a deductive projection have been used. The research is based on a survey studying people in Hässleholm and Ängelholm. The collected data has been analyzed using crosstabs.

    Theoretical perspective: This study is based on previous research within the area that have been used to identify factors that can explain the aim of this research.

    Conclusion: The analysis resulted in a conclusion showing that when private clients choose their margin bank great offers and bonuschecks matters. It also showed that banks, based on this paper, should use differentiated marketing when segmenting their customers.

    Date of Award2012-Oct-30
    Original languageSwedish
    SupervisorEmil Numminen (Supervisor) & Elin Smith (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)

    Keywords

    • traditional bank
    • margin bank
    • private clients
    • usage of bank
    • type of banks
    • survey

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