PREFERENCE-BASED SEGMENTATION OF YOUNG CLIENTS: IMPLEMENTATION ON THE MARKET OF BANK ACCOUNTS

The purpose of this paper is to explore diversity of the segment of young customers of bank accounts. To this end, the research among students of Cracow University of Economics was conducted. Firstly, the author used the conjoint analysis to examine respondents’ preferences regarding individual aspects of bank account: number of charge-free ATM’s and various bank charges. By using this technique, it was possible to calculate the relative importance of these features for each respondent. With the use of the obtained calculations and k-mean clustering, 4 homogeneous groups of students were identified. Each of these groups differs in bank preferences, as well in demographic features. These results lead to the conclusion that the segment of young customers of bank accounts is very complex and need very detailed analysis in order to perform successful marketing campaign.

Keywords: bank account, segmentation, conjoint analysis, preferences

JEL Classification: G21