Analysis of the Influence of Gender on the Choice of Bank in Southeast Nigeria

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dc.creatorUkenna, Stephen, Monanu, Ogechukwu G.
dc.date2012
dc.date.accessioned2025-04-01T12:05:22Z
dc.descriptionThis study sought to empirically identify and rank the important factors considered by southeast male and female bank customers in bank selection in Nigeria. A sample size of 368 bank customers was drawn from Enugu and Onitsha, major commercial cities in southeast Nigeria. Major findings of this study are the six principal factors: a feeling of security, speedy and efficient service, financial benefit, convenient location, availability of ATM, marketing promotion and people influence. Statistical differences between the two genders were found for four factors. This study recommends that banks operating in the southeast should treat male and female genders as distinct market segments when crafting marketing strategies aimed at attracting them and emphasis should be on those factors that the potential bank customer considers most important. This study concludes that time is ripe for banks in southeast Nigeria to start treating male and female genders as distinct market segments.
dc.formatapplication/pdf
dc.identifierhttp://eprints.covenantuniversity.edu.ng/10006/
dc.identifier.urihttps://repository.covenantuniversity.edu.ng/handle/123456789/39228
dc.languageen
dc.subjectAC Collections. Series. Collected works, DT Africa, HF Commerce
dc.titleAnalysis of the Influence of Gender on the Choice of Bank in Southeast Nigeria
dc.typeArticle

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