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Affluent and Nonaffluent Consumers′ Needs: Attitudes, and Information‐Seeking Behaviour in the Financial Services Marketplace

Edward G. Thomas (Professor of General Administration in the Department of Marketing and Associate Dean of the College of Business Administration at Cleveland State University. His research interests are in the areas of employee turnover, flexible work scheduling, and office systems education.)
S.R. Rao (Associate Professor of Marketing and Chairman of the Department of Marketing at Cleveland State University.)
Rajshekhar G. Javalgi (Associate Professor of Marketing at Cleveland State University in Ohio.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1990

285

Abstract

Considers the proliferation of products and services in the financial services industry aimed at different market segments. Highlights the affluent and nonaffluent market segments. Employs statistical analysis of survey data to evaluate the financial services needs, attitudes, and information‐seeking behaviour of these segments. Suggests implications for the managers of financial institutions, based on the study findings. Includes appendices on methodology and discriminant analysis used in the study.

Keywords

Citation

Thomas, E.G., Rao, S.R. and Javalgi, R.G. (1990), "Affluent and Nonaffluent Consumers′ Needs: Attitudes, and Information‐Seeking Behaviour in the Financial Services Marketplace", Journal of Services Marketing, Vol. 4 No. 4, pp. 41-54. https://doi.org/10.1108/EUM0000000002524

Publisher

:

MCB UP Ltd

Copyright © 1990, MCB UP Limited

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