The Youth Market for Financial Services

Abstract

Findings are presented from an empirical investigation among the youth market for financial services. Attention is focused on account ownership and use of services, together with attitudinal data pertaining to banks and building societies and the services they provide; of particular 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 for the marketing strategies of banks and building societies are suggested.

Citation

Lewis, B.R. and Bingham, G.H. (1991), "The Youth Market for Financial Services", International Journal of Bank Marketing, Vol. 9 No. 2, pp. 3-11. https://doi.org/10.1108/02652329110001143