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Methods of psychographic research of bank services potential consumers


Marina Miroshnikova, Aleksandr Grischenkov, Liliya Saakova
(about the authors)

Miroshnikova Marina Viktorovna – Leader of Development Department OJSC KB “VOSTOCHNIY” Postgraduate, Faculty of Management, State University – Higher School of Economics

Grischenkov Aleksandr Ivanovich – Cand. of Econ. Sci., Associate Professor, Head of Chair, Professor, Chair of Marketing, Bryansk State University n.a. Academician I.G. Petrovsky

Saakova Liliya Valerianovna – Applicant, Chair of Marketing Saint-Petersburg State University of Economy and Finance

Published in:
Creative Economy
– № 2 / February, 2011



Keywords: bank advertising activity, bank marketing, methods of psychographic research, psychographics


Citation:
Marina Miroshnikova, Aleksandr Grischenkov, Liliya Saakova (2011). Methods of psychographic research of bank services potential consumers. Creative Economy, 5(2), 39-44. — url: http://bgscience.ru/com/lib/593


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Abstract:

The article presents the methods of psychographic research of bank services potential consumers. The main goal of this methods is optimization of bank’s advertising policy at the modern stage of bank marketing development – the growth of nonprice competitiveness.







References:
1. Dorfman L.Ya. Stil cheloveka: psikhologicheskiy analiz [Tekst]. – M.: Smysl, 1998.
2. Miroshnikova M.V. Psikhograficheskie issledovaniya v bankovskoy sfere [Tekst] // Marketing i marketingovye issledovaniya, 2009, №1. – S. 3-10.
3. Lynn R. Kahle Values, lifestyles, and psychographics; edited by University of Oregon Brand Marketing Services. – New Jersey: Lawrence Erlbaum associate, 1997.