MBA & MM Theses

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    CONSUMER BEHAVIOUR IN PRIVATE BANKING
    (2011-10-20) van der Merwe, Carol-Ann
    Appropriately segmented target markets guide effective business strategies. Most South African private banks use wealth to segment clients, for example, into high net worth and high income markets. This ignores the differences in and similarities of clients‟ motivations, expected benefits, attitudes, perceptions and product usage. The purpose of this research was to investigate any differences in the consumer behaviour of high net worth and high income individuals. Factor analysis was used to reduce 28 variables into four factors reflecting consumer behaviour patterns in private banking: Involved Decision Making, Traditional Private Banking, Valued Bank Relationships and Personal Interaction Trade-off. T-testing was done to determine any significant differences. The findings revealed that no significant difference existed between high net worth and high income individuals. The implication is that in addition to using wealth as a segmentation criterion, private banks will have to incorporate consumer behaviour criteria to improve their market segmentation models
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    THE RELATIVE IMPORTANCE OF BRANDING TO
    (2011-06-24) Warnick, Tracy
    The recent rise in the numbers of high net worth and high net income individuals and deregulation, globalisation and information access has driven the rapid growth in private banking in South Africa. Competition is fierce and differentiation on the basis of innovation and price only deliver short term advantages. It is envisaged that brands will play an increasingly important role in distinguishing private banks as customers become more discriminating and demanding. This study aims to better understand the importance of branding from a potential and existing client perspective and develop a series of recommendations for business and brand managers in private banks to successfully build their brands. A qualitative study was undertaken and in-depth interviews were employed to uncover client’s perceptions of private banking and understand the importance of the brand relative to other key attributes. The overall finding is that brand is as important as attributes such as the product offering, the additional benefits and access to information. Clients want to associate with a private bank and want to be treated as individuals. They want to feel special and recognised and they want private banks to be more proactive in terms of addressing their needs. Private Bank employees have considerable influence on the perception of the brand. It appears that Private Banks have a way to go when it comes to branding.