New segmentation aspects among the youth, as potential banking clients

Abstract

Although the youth - due to their age - are characterized also beyond this country by similar characteristics, but from bank marketing point of view we still can not treat them as a uniform, homogeneous market section. From the financial institutions point of view the recognition, that different groups of the youth have different needs, and these needs can only be efficiently satisfied with individual financial products, is very important. In my survey I have tried to measure the knowledge of school children from the countries two different geographical locations, different kind of schools in relation to the banking products, use customs of their credit cards and their attitude about future borrowings. I have managed to determine, that beside age, gender, family background also study skills, type and geographical location of school strongly influences the expectations of the youth against the financial institutions.