Demographic Effect on Switching Behaviour among Bank Customers in Ghana (Published)
The issues that confront banks in their quest to offer superior value are as a result of effective segmentation and this presents marketers with a huge responsibility of providing the right products for customers to be delighted. However, the characteristics of customers are not the same; hence; expectations also differ in the same regard. This makes it paramount to understand the demographic variables such as age, income and education and how these variables impact a customers’ likelihood to switch. The study utilized a cross-sectional survey of 987 bank customers and a convenience sampling technique was employed. The data was analysed with Cross-tabulation and Chi-square. The study concludes that age, income and education are significant to the tendency for customers to switch banks.
Keywords: Bank Customers, Demographic Characteristics, Segmentation, Switching Behaviour
MARKET SEGMENTATION AND TARGETING STRATEGY FOR PROMOTING COX’S BAZAR BEACH IN BANGLADESH AS A TOURISTS’ DESTINATION (Published)
The main objective of this study is to identify market segment for beach tourism products and services for promoting Cox’s Bazar Beach as a tourist destination. The study is based on primary as well as secondary data and sample size was about 308. Result shows a clear distinction between a male, older group of tourists and newly married couple, younger age and married with children depending on parents. The study also revealed that tourists have given a great preference to natural attraction along with enjoying sea waves and sunset view, medium class accommodation facility, safety and security, sanitation and cleaning, caring and waste disposal facility and emergency service. So, to occupy the best position in the mind of tourist the tourism managers and marketers should provide up to mark services as tourists expect. This finding can be useful to the policy makers and marketers of beach tourism at Cox’s Bazar in formulating strategies for their products and services considering the findings of the study.
Keywords: Beach Tourism, Destination attributes, Segmentation, Target market