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Market segment is some region, group of people, goods and services that have similar characteristics. Most often, the banking market segment is differentiated by the type of banking services and composition of the customers, such as credit services for businesses or deposits for individuals. It is necessary to study segments of the banking market for systemic work on creation and promotion of banking products.

Today the segmentation of banking services market is done by three main criteria:

• Geographic
• Demographic
• Cultural and psychological

Geographic criterion is a certain territory targeted by the specific banking product, such as real estate lending in St. Petersburg.

Demographic criterion is in charge of what category of clients is targeted by a certain bank product. Clients are sorted by age and social status:

- Youth - up to 22 years;

- Young families - from 23 to 30 years;

- Families - from 25 to 45 years;

- Adults - from 40 to 55 years;

- The elderly - over 55 years.

For each category specific ways and methods of banking services promotion are calculated, as well as the new banking products that meet the needs of different population segments are developed.

Cultural and psychological criterion. In this case bankers are trying to take into account all nuances of providing a particular service to the specific category of population, ex. the reasons why the elderly prefer getting their pension money at a post-office, not through the bank card, and how to make them "want" to acquire a bank card. For cultural and psychological analysis the bank collects data on all clients in general and each one in particular. This allows to select the best product for the customers and sell the product to the end users.

Segmentation of banking services market is a hard work that involves an incredible amount of information. This is why segments are divided into small groups which are tackled by professionals with focused specialization.

If you are interested in the programs on segmentation of the banking market, please call +7 (812) 498 65 80.

TA Consult experts will answer your questions. 

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