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...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10592 |
| _version_ | 1824453542674432000 |
|---|---|
| author | Fong, Clara Lyn. Lee, Cheng Jee. Yeo, Bee Yee. |
| author2 | Chen, Shaoxiang |
| author_facet | Chen, Shaoxiang Fong, Clara Lyn. Lee, Cheng Jee. Yeo, Bee Yee. |
| author_sort | Fong, Clara Lyn. |
| collection | NTU |
| 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. |
| first_indexed | 2025-02-19T03:08:05Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/10592 |
| institution | Nanyang Technological University |
| last_indexed | 2025-02-19T03:08:05Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-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 |
| spellingShingle | DRNTU::Business::Marketing Fong, Clara Lyn. Lee, Cheng Jee. Yeo, Bee Yee. Credit card industry : banks' marketing strategies vs consumers' preferences. |
| title | 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_short | Credit card industry : banks' marketing strategies vs consumers' preferences. |
| title_sort | credit card industry banks marketing strategies vs consumers preferences |
| topic | DRNTU::Business::Marketing |
| url | http://hdl.handle.net/10356/10592 |
| work_keys_str_mv | AT fongclaralyn creditcardindustrybanksmarketingstrategiesvsconsumerspreferences AT leechengjee creditcardindustrybanksmarketingstrategiesvsconsumerspreferences AT yeobeeyee creditcardindustrybanksmarketingstrategiesvsconsumerspreferences |