Predicting Segment Membership of Financial Services Consumers (Part 2)

This is the second of two articles in the Journal of Segmentation in Marketing which address the identification of segment predictors in the personal financial services sector. The first article (Volume 2, Number 2, 1998) hypothesized the existence of four segments with distinct financial services consumption patterns in the UK, based on the variables of perceived knowledge of financial services, level of involvement (interest), attitudes toward financial products and financial institutions. This paper assesses the validity of the segments in a wider marketing context. Based on an analysis of inter-segment differences in the consumption of a wide range of financial services, the key characteristics of each segment and the implications for targeting each segment are outlined.