Behaviour of high-income consumers: Results of research of the private banking services market in Russia

The existing studies of consumer behaviour in the unique Russian market for private banking services characterized by scarce information disclosed and extreme privacy are generally fragmented and non-consistent in nature. The article analyses the results of a longitudinal comparative study of consum...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Timokhina G.S.
Formato:	article
Lenguaje:	RU
Publicado:	Ural State University of Economics 2019
Materias:	marketing research the Russian market private banking services consumer behavior Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/bf367bb382e24fd090b492229cae26c8
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:bf367bb382e24fd090b492229cae26c8
record_format	dspace
spelling	oai:doaj.org-article:bf367bb382e24fd090b492229cae26c82021-12-02T02:03:07ZBehaviour of high-income consumers: Results of research of the private banking services market in Russia10.29141/2218-5003-2019-10-4-82218-5003https://doaj.org/article/bf367bb382e24fd090b492229cae26c82019-09-01T00:00:00Zhttp://upravlenets.usue.ru/images/80/8.pdfhttps://doaj.org/toc/2218-5003The existing studies of consumer behaviour in the unique Russian market for private banking services characterized by scarce information disclosed and extreme privacy are generally fragmented and non-consistent in nature. The article analyses the results of a longitudinal comparative study of consumer behaviour for 2016–2018 and identifies trends in its development. The theoretical and methodological basis is multidisciplinary and encompasses the model of consumption values, market segmentation theory, and the theory of planned behavior. The research method includes a set of desk and field investigations with a dominance of qualitative research methods in the form of in-depth interviews with market participants. The paper introduces the author’s interpretation of the term “consumer of private banking services” and systematizes unique, due to extreme privacy, information about Russian high-income consumers. Based on these data, the author creates a composite portrait of a target customer for the three-year monitoring period. The results reveal that the segment of high-income consumers is split into sub-segments based on differences in behavioral characteristics, and sub-segments are transformed into niches according to dissimilarities in psychographic features. The study discusses consumers’ main activities at different stages of decision-making, looks at behavioural dynamics and provides practical recommendations for optimistic and pessimistic scenarios of the development of market competition. The research findings are of practical importance for bank management when making managerial and marketing decisions on the development of the private banking services market. Timokhina G.S. Ural State University of Economicsarticlemarketing researchthe Russian marketprivate banking servicesconsumer behaviorBusinessHF5001-6182FinanceHG1-9999RUУправленец, Vol 10, Iss 4, Pp 85-97 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	marketing research the Russian market private banking services consumer behavior Business HF5001-6182 Finance HG1-9999
spellingShingle	marketing research the Russian market private banking services consumer behavior Business HF5001-6182 Finance HG1-9999 Timokhina G.S. Behaviour of high-income consumers: Results of research of the private banking services market in Russia
description	The existing studies of consumer behaviour in the unique Russian market for private banking services characterized by scarce information disclosed and extreme privacy are generally fragmented and non-consistent in nature. The article analyses the results of a longitudinal comparative study of consumer behaviour for 2016–2018 and identifies trends in its development. The theoretical and methodological basis is multidisciplinary and encompasses the model of consumption values, market segmentation theory, and the theory of planned behavior. The research method includes a set of desk and field investigations with a dominance of qualitative research methods in the form of in-depth interviews with market participants. The paper introduces the author’s interpretation of the term “consumer of private banking services” and systematizes unique, due to extreme privacy, information about Russian high-income consumers. Based on these data, the author creates a composite portrait of a target customer for the three-year monitoring period. The results reveal that the segment of high-income consumers is split into sub-segments based on differences in behavioral characteristics, and sub-segments are transformed into niches according to dissimilarities in psychographic features. The study discusses consumers’ main activities at different stages of decision-making, looks at behavioural dynamics and provides practical recommendations for optimistic and pessimistic scenarios of the development of market competition. The research findings are of practical importance for bank management when making managerial and marketing decisions on the development of the private banking services market.
format	article
author	Timokhina G.S.
author_facet	Timokhina G.S.
author_sort	Timokhina G.S.
title	Behaviour of high-income consumers: Results of research of the private banking services market in Russia
title_short	Behaviour of high-income consumers: Results of research of the private banking services market in Russia
title_full	Behaviour of high-income consumers: Results of research of the private banking services market in Russia
title_fullStr	Behaviour of high-income consumers: Results of research of the private banking services market in Russia
title_full_unstemmed	Behaviour of high-income consumers: Results of research of the private banking services market in Russia
title_sort	behaviour of high-income consumers: results of research of the private banking services market in russia
publisher	Ural State University of Economics
publishDate	2019
url	https://doaj.org/article/bf367bb382e24fd090b492229cae26c8
work_keys_str_mv	AT timokhinags behaviourofhighincomeconsumersresultsofresearchoftheprivatebankingservicesmarketinrussia
_version_	1718402731525275648

Behaviour of high-income consumers: Results of research of the private banking services market in Russia

Ejemplares similares