A Life Cycle Segmentation Approach to Marketing Financial Products and Services
- 1 July 1999
- journal article
- research article
- Published by Taylor & Francis in The Service Industries Journal
- Vol. 19 (3) , 74-96
- https://doi.org/10.1080/02642069900000031
Abstract
State-of-the-art market segmentation is becoming an important strategic tool in the continuing evolution of the financial services industry. This article, focusing on a life cycle segmentation approach, indicates that the importance attributed to financial choice criteria and financial services varies as consumers pass through an orderly progression of life cycle stages. Thus, the results suggest that marketers in the financial services industry should adopt a life cycle marketing based system to more fully satisfy the needdwants of their customers.Keywords
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