The Influence of Psychographic Segmentation on Customers' Perception of Banks' Market Performance in Nigeria

The Influence of Psychographic Segmentation on Customers' Perception of Banks' Market Performance in Nigeria

Author by Dr. Olive Egbuta

Journal/Publisher: Advanced Studies In Ecology, Development And Sustainability

Volume/Edition: 4

Language: English

Pages: 44 - 57

Abstract

ank customers are the reason of being in business
and there is every need to get them satisfied by
positioning products/ services that will meet Btheir needs. When these needs are not met, customers'
perception of the bank may be negative and this results to
switching to other banks leading to poor performance.
This paper seeks to assess the influence of psychographic
segmentation on perception of bank customers
regarding their performance.. The study took a
theoretical approach and reviews on study variables on
the conceptual, theoretical and empirical studies from
journals, textbooks, internets and other available
materials placed better option. The study concluded that
psychographic segmentation strategy has a significant
influence on customers' perception with regards to
market performance in the banking sector. Therefore, the
study recommends that banks are to imbibe customer
oriented programs, customer relationship management
among others as to uphold psychographic segmentation
which will capture positive customers' perception and
enhanced market performance.


Other Co-Authors