The Youth Market for Financial Services

The Youth Market for Financial Services Findings are presented from an empirical investigation among theyouth market for financial services. Attention is focused on accountownership and use of services, together with attitudinal data pertainingto banks and building societies and the services they provide ofparticular interest is evidence of split banking and bank switching.Overall, the heterogeneity of the youth market with respect to needs,attitudes and behaviour is highlighted, and a number of implications forthe marketing strategies of banks and building societies are suggested. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329110001143
Publisher site
See Article on Publisher Site

Abstract

Findings are presented from an empirical investigation among theyouth market for financial services. Attention is focused on accountownership and use of services, together with attitudinal data pertainingto banks and building societies and the services they provide ofparticular interest is evidence of split banking and bank switching.Overall, the heterogeneity of the youth market with respect to needs,attitudes and behaviour is highlighted, and a number of implications forthe marketing strategies of banks and building societies are suggested.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Feb 1, 1991

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