The aim of this research was to devise an instrument that achieves complete dimensionality of bank selection attributes considered by Indian customers in choosing a particular bank and assess how these dimensions differ across demographic subgroups. A quantitative methodology was used in the analysis of responses given by 683 bank customers, acquired by focus-group interviews and a well-structured questionnaire. The results showed that determinants of bank selection, such as convenience and service delivery, differ significantly by gender, age, educational level, occupational level, income, and the type of bank. The originality of the research was its novelty in investigating demographic differences in the bank selection decisions of Indian customers to guide India’s banking management toward more effective marketing and services. The study augmented the theoretical body of knowledge in the area of bank selection decisions. The results provide practical implications for bank managers, marketing experts, and advertising executives to devise appropriate marketing strategies to accommodate their customers’ preferences. Banks can use the research findings to efficiently channel their demographic-driven marketing to win over the targeted customers.

中文翻译：

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人口因素对银行业消费者决策的影响：来自印度的证据

这项研究的目的是设计一种工具，以实现印度客户在选择特定银行时考虑的银行选择属性的完整维度，并评估这些维度在不同人口子群体之间的差异。通过焦点小组访谈和结构合理的问卷调查，采用了一种定量方法来分析683家银行客户的答复。结果表明，银行选择的决定因素，如便利性和服务提供情况，在性别，年龄，学历，职业水平，收入和银行类型方面存在显着差异。该研究的新颖性在于它新颖的方法，可用于调查印度客户银行选择决策中的人口差异，以指导印度的银行管理朝着更有效的营销和服务方向发展。该研究扩大了银行选择决策领域的理论知识。结果为银行经理，营销专家和广告主管设计合适的营销策略以适应客户的偏好提供了实际意义。银行可以利用研究结果有效地引导其以人口为导向的营销，以赢得目标客户。