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.
Keywords
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
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited