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Authors
Affiliations
1 Department of Management Studies, Sathyabama University, Sholinganallur, Chennai-600119, Tamilnadu, IN
2 Department of Management Studies, New College Institute of Management, Royapettah,
Chennai-600014, Tamilnadu, IN
Source
Data Mining and Knowledge Engineering, Vol 3, No 12 (2011), Pagination: 749-755
Abstract
Gender has been recognized as one of a small number of demographic variables that meets the basic requirements for successful implementation of segmentation strategies. This paper shows an analysis of gender differences in the relative importance of choice criteria among software professionals in respect of selecting a retail banks. A total of 423 software professionals have been taken for the study and Judgment sampling method was adopted for collecting a sample. A finding reveals from the study that the important factors that customers look for in banks is Reliability such as working hours of bank, ease of obtaining loan, interest on loan etc., It also show that the customers are not a homogeneous group with regard to the bank selection process, but there is a significant difference in the selection factors between male and female customers in the factor of 'Reliability' and 'People influence'.
Keywords
Retail Banking, Choice Criteria and Gender.
