Niche marketing : a useful strategy for Singapore's banks?

• Main Authors: Cheong, Rosabel Joy Ling., Chiang, Karen Sue Ping., Tay, Diana Huei Ching.
• Other Authors: Gerrard, Philip
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing; DRNTU::Business::Finance::Banking
• Online Access: http://hdl.handle.net/10356/10440
• Institution: Nanyang Technological University

The objective of this study was to establish if it is good policy for banks to engage in niche marketing and the extent to which consumers switch based on bank pricing.