Marketing Financial Services to Affluent Consumers
Rajshekhar G. Javalgi
(Associate Professor of Marketing at Cleveland State University, Cleveland, Ohio. Dr. Javalgi received his Ph.D. in Marketing and Quantitative Methods from the University of Wisconsin‐Milwaukee. )
392
Abstract
Notes how marketing philosophy and practices have become increasingly important in the financial services industry. Uses a segmentation approach to understanding consumer satisfaction and dissatisfaction and choice behaviour in relation to affluence in the financial services market. Offers guidelines from this segmental approach for devising appropriate marketing strategies. Concludes that deregulation in the financial services industry has led to a lack of operation differentiation on several levels.
Keywords
Citation
Javalgi, R.G. (1992), "Marketing Financial Services to Affluent Consumers", Journal of Services Marketing, Vol. 6 No. 2, pp. 33-44. https://doi.org/10.1108/08876049210035845
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited