At the end of this chapter you should:
• understand the factors that influence consumer decision-making in financial services;
• be aware of the ways in which financial services providers can influence the buying process;
• be aware of the differences between final consumers and business consumers in relation to financial services;
• understand some of the ways in which behavioural economics can help the understanding of consumer decision-making and policy formulation.
Understanding consumers and specifically, their needs, their expectations and their responses to marketing activity is central to effective marketing. Looking through the contents list ...