Title

Segmenting local financial service markets: Balancing an independent image with the need for more business

Abstract

Deregulation in the financial services industry has had a significant impact on the firms providing services to consumers. Increased competition has forced many traditional firms to find new ways to compete. Other firms, such as CPAs, have often been slower to accept the use of marketing techniques and have seen some of their markets erode. Accounting firms have observed that tax preparation services take a larger share of their basic tax preparation markets, while major retailers offering one-stop shopping for financial services have gained some of CPAs' more lucrative financial service customers. This article offers a methodology to examine the financial market segments that may be revealed in a regional market, using service provider images and demographics to profile consumer differences.

Department(s)

Marketing

Document Type

Article

Keywords

CPA, Financial services, Regional market, Segmenting

Publication Date

1-1-2015

Journal Title

Academy of Marketing Studies Journal

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