Adult Singles: An Untapped Market
- 1 April 1990
- journal article
- Published by Emerald Publishing in International Journal of Bank Marketing
- Vol. 8 (4) , 10-16
- https://doi.org/10.1108/02652329010136217
Abstract
While bank management has become aware of the need to identify and assess potential market segments carefully, single persons remain a segment overlooked. This study addresses the need to view singles as heterogeneous in composition and behaviour. Three categories of singles (divorced, widowed, never married) and a sample of married individuals were compared in respect to a number of bank‐related variables. The findings support the need to distinguish between the types of singleness. Theoretical and pragmatic implications are discussed.Keywords
This publication has 2 references indexed in Scilit:
- Single and multiple person household shoppers: A focus on grocery store selection criteria and grocery shopping attitudes and behaviorJournal of the Academy of Marketing Science, 1985
- Single-Parent Fatherhood: An Emerging Family Life StyleThe Family Coordinator, 1976