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

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

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...

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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
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-10592
record_format dspace
spelling sg-ntu-dr.10356-105922023-05-19T06:24:07Z Credit card industry : banks' marketing strategies vs consumers' preferences. Fong, Clara Lyn. Lee, Cheng Jee. Yeo, Bee Yee. Chen, Shaoxiang Nanyang Business School DRNTU::Business::Marketing 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 carried out and an interview with HongkongBank was conducted during the study. Findings indicate that banks in Singapore generally focus on the product and promotion aspects of credit card marketing. 2008-09-24T07:45:30Z 2008-09-24T07:45:30Z 1999 1999 Final Year Project (FYP) http://hdl.handle.net/10356/10592 Nanyang Technological University application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
topic DRNTU::Business::Marketing
spellingShingle DRNTU::Business::Marketing
Fong, Clara Lyn.
Lee, Cheng Jee.
Yeo, Bee Yee.
Credit card industry : banks' marketing strategies vs consumers' preferences.
description 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 carried out and an interview with HongkongBank was conducted during the study. Findings indicate that banks in Singapore generally focus on the product and promotion aspects of credit card marketing.
author2 Chen, Shaoxiang
author_facet Chen, Shaoxiang
Fong, Clara Lyn.
Lee, Cheng Jee.
Yeo, Bee Yee.
format Final Year Project
author Fong, Clara Lyn.
Lee, Cheng Jee.
Yeo, Bee Yee.
author_sort Fong, Clara Lyn.
title Credit card industry : banks' marketing strategies vs consumers' preferences.
title_short Credit card industry : banks' marketing strategies vs consumers' preferences.
title_full Credit card industry : banks' marketing strategies vs consumers' preferences.
title_fullStr Credit card industry : banks' marketing strategies vs consumers' preferences.
title_full_unstemmed Credit card industry : banks' marketing strategies vs consumers' preferences.
title_sort credit card industry : banks' marketing strategies vs consumers' preferences.
publishDate 2008
url http://hdl.handle.net/10356/10592
_version_ 1770567094119694336

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