Singaporean youths’ responsiveness towards credit card attributes : a conjoint and segmentation study.

• Main Authors: Tay, Xue Er., Tang, Chee Xuan., Chua, James Huey Wen.
• Other Authors: Lim Kui Suen, Lewis
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Finance
• Online Access: http://hdl.handle.net/10356/48347
• Institution: Nanyang Technological University

Marketers in the credit card industry in Singapore are now facing a major challenge of securing a market share in the increasingly crowded market. The youth segment appeals greatly to credit card issuers because of its growth potential. However, to date, little research has been carried out to ident...