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A Benefit Segmentation of the Financial Planning Market

A Benefit Segmentation of the Financial Planning Market The financial planning industry has demonstrated significant growthin Australia through the 1980s. A benefit segmentation study of thefinancial planning market in Perth, Western Australia, is examined. Atelephone survey was conducted on a random sample of 400 respondentsdrawn from the metropolitan telephone book. Four underlying benefitdimensions which are sought when making investment decisions areidentified. Respondents are then segmented based on their pattern ofresponses over these dimensions. Three segments are identified disinterested investors, demanding investors and security seekers. Whilethe Perth marketplace could be segmented using investment benefits,attempts to profile these segments in terms of demographiccharacteristics and investment activity are inconclusive. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

A Benefit Segmentation of the Financial Planning Market

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References (14)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329110140194
Publisher site
See Article on Publisher Site

Abstract

The financial planning industry has demonstrated significant growthin Australia through the 1980s. A benefit segmentation study of thefinancial planning market in Perth, Western Australia, is examined. Atelephone survey was conducted on a random sample of 400 respondentsdrawn from the metropolitan telephone book. Four underlying benefitdimensions which are sought when making investment decisions areidentified. Respondents are then segmented based on their pattern ofresponses over these dimensions. Three segments are identified disinterested investors, demanding investors and security seekers. Whilethe Perth marketplace could be segmented using investment benefits,attempts to profile these segments in terms of demographiccharacteristics and investment activity are inconclusive.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Feb 1, 1991

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