Paper Information

Title: 

MOTIVATIONAL FACTORS MFECTING BRAND SELECTION IN BANKING INDUSTRY (A CASE STUDY OF AGRI BANK)

Type: POSTER
Author(s): EBRAHIMI A.A.GH.,ROUDANI A.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

The present paper addresses how motivational factors affect brand selection. Along this purpose, the study aims at examining factors affecting selection of finance institutions and banks in customers' decision making process. In terms of research nature, research method is descriptive and in terms of data collection, research method is surveying. Data was collected through questionnaire and sampling was done through classified random method. In order to answer research questions, 400 current account holding customers of Agri Bank were selected as population. The results show that there is a significant relationship between motivational factors and selection of finance institution and bank. Also, factors such as clarity and sincerity in propagation of brands, personal experience in using a specific brand's services, popularity of a brand, face-to-face interaction with unsatisfied customers of finance institution and bank are the most effective factors in brand selection in banking industry respectively.

 
Keyword(s): MARKETING, BRAND SELECTION, MOTIVATIONAL FACTORS, CONSUMER BEHAVIOR, BANKING INDUSTRY
 
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