Abstract
State-of-the-art market segmentation is becoming an important strategic tool in the continuing evolution of the financial services industry. This paper, focusing on a life cycle segmentation approach, indicates that the importance attributed to financial choice criteria and financial services varies as consumers pass through an orderly progression of life cycle stages. Thus, the results suggest that marketers in the financial services industry should adopt a life-cycle marketing based system to more fully satisfy the needs/wants of their customers.
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Javalgi, R.G., Belonax, J.J., Prasad, V.K., Rao, S.R. (2015). A Life Cycle Segmentation Approach to Marketing Financial Products and Services. In: Thomas, E., Rao, S. (eds) Proceedings of the 1988 International Conference of Services Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17317-7_2
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DOI: https://doi.org/10.1007/978-3-319-17317-7_2
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17316-0
Online ISBN: 978-3-319-17317-7
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