Credit card industry : banks' marketing strategies vs consumers' preferences.

• Main Authors: Fong, Clara Lyn., Lee, Cheng Jee., Yeo, Bee Yee.
• Other Authors: Chen, Shaoxiang
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/10592
• Institution: Nanyang Technological University

The purpose of this study is to analyse how banks in Singapore market their credit cards and whether their marketing strategies match consumers' preferences. The framework for the analysis is based on the four Ps of the marketing mix -- product, price, place and promotion. A consumer survey was...