Media Use and Gender Differences: Retailing Strategies for Bank Marketers

Abstract

Male/female differences in financial media use are discussed. Using proprietary and academic studies, current knowledge about print and electronic sources of information favoured by upscale and downscale segments is summarised. Consumer goods retailers now entering the banking market use segmentation strategies to appeal to different male and female targets, and ways in which financial institutions can adapt retail methods to fit media uses based on segmentation by sex are suggested.

Citation

Stern, B.B. (1988), "Media Use and Gender Differences: Retailing Strategies for Bank Marketers", International Journal of Bank Marketing, Vol. 6 No. 2, pp. 20-30. https://doi.org/10.1108/eb010828