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Analysis of the Influence of Gender on the Choice of Bank in Southeast Nigeria

Ukenna, Stephen and Monanu, Ogechukwu G. (2012) Analysis of the Influence of Gender on the Choice of Bank in Southeast Nigeria. International Journal of Business and Management, 7 (3). pp. 230-241. ISSN 1833-3850 E-ISSN 1833-8119

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Abstract

This study sought to empirically identify and rank the important factors considered by southeast male and female bank customers in bank selection in Nigeria. A sample size of 368 bank customers was drawn from Enugu and Onitsha, major commercial cities in southeast Nigeria. Major findings of this study are the six principal factors: a feeling of security, speedy and efficient service, financial benefit, convenient location, availability of ATM, marketing promotion and people influence. Statistical differences between the two genders were found for four factors. This study recommends that banks operating in the southeast should treat male and female genders as distinct market segments when crafting marketing strategies aimed at attracting them and emphasis should be on those factors that the potential bank customer considers most important. This study concludes that time is ripe for banks in southeast Nigeria to start treating male and female genders as distinct market segments.

Item Type: Article
Uncontrolled Keywords: Choice, Bank services, Gender, Southeast, Nigeria
Subjects: A General Works > AC Collections. Series. Collected works
D History General and Old World > DT Africa
H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 16 Jan 2018 06:23
Last Modified: 16 Jan 2018 06:23
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/10006

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