Journal of Financial Services Marketing

, Volume 16, Issue 3–4, pp 173–182

Suboptimal segmentation: Assessing the use of demographics in financial services advertising

  • Niall Piercy
  • Colin Campbell
  • Daniel Heinrich
Original Article

Abstract

Marketers routinely make use of demographic-based segmentation as a means of targeting customers of financial services. This article builds on growing evidence that a demographic-based approach is ill-founded. Using a large sample we investigate whether demographic information is of use in segmenting customers and find little support for existing practice. Implications for researchers and managers are discussed.

Keywords

segmentation advertising demographics marketing research 

Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2011

Authors and Affiliations

  • Niall Piercy
    • 1
  • Colin Campbell
    • 1
  • Daniel Heinrich
    • 1
  1. 1.Department of MarketingMonash UniversityCaulfield East VicAustralia

Personalised recommendations