Marketing Communication Channels for Banking Products: Survey of Target Population

September 2013 | 75 pages | ID: MDFCC286EF0EN
Ameria cjsc

Abstracts

The purpose of this report is to present the results of the survey on Communication channels of population in selected cities of Armenia. The aim of the survey was to explore use preferences of communication channels of target population in 3 cities: Yerevan, Vanadzor and Stepanakert. The report presents main sources to get information on Bank services and main advertisement sources that influence decisions according to Population in order of influence. The most effective TV and Radio channels and optimal budget distribution on communication channels are also presented in the report. There is a detailed social-demographic review of 3 cities in the paper which includes following aspects: Household income and size, gender and age groups, education, economic activites. Research presents preferences of TV, Radio channels and Internet, TV use frequencies, actions in internet for target population. Additionally this information is linked with the interest in using banking services by target population to find out any existing peculiarities.

Contents

SUMMARY

MAIN FINDINGS

1. SURVEY DESCRIPTIVE

2. SOCIAL-DEMOGRAPHIC INDICATORS OF TARGET POPULATION

Gender
Age
Education
Marital status
Employment
Household size
Household average monthly income

3. COMMUNICATION CHANNEL PREFERENCES

News
Products and services
Banking products
Assessments of influence of advertisement

4. DESCRIPTION OF USE OF SEPARATE COMMUNICATION CHANNELS

TV
Internet (computer, smartphone)
Radio
Print media

5. MARKETING COST AND EFFECTIVENESS OF COMMUNICATION CHANNELS

6. COMMUNICATION WITH BANKS

Attitude to banks
Use of bank products
Interest to banking products