Key Elements for selecting Retail Bank in Bangalore – Comparative Analysis of Gender Specific Decisions Prasad Krishna P1, Chaitra V H2 1Faculty, Center for Management Studies, Presidency College, Bangalore, India, pothugunta.krishnaprasad@gmail.com 2Faculty, Koshys Institute of Management Studies, India, vhchaitra@gmail.com Online published on 21 August, 2017. Abstract This paper presents an exploration on the factors that influence the selection of a retail bank in Bangalore relating to gender changes. The method employed was quantitative in nature, and the sample size constituted of under-graduate and post-graduate students. A sample size of 100 students was chosen for the study, and the proportion of male and female students for the study were the same. The findings were aimed at revealing the differences between male and female customers in retail bank preference. Several factors were considered while framing a questionnaire such as attractiveness, marketing promotion, ATM service, proximity, people influences, and financial benefits. The findings were measured using T-test and the results were analyzed using the SPSS v20 software. The period of this study was for 15 days. The study was also intended to find out whether the single variable of gender would provide a practical basis for segmentation. The purpose of this research was to assist the retail banks in identifying the male and female customers as two separate entities when designing their marketing strategies. The sample size was strictly limited to student segment and consumers such as non – student segment in the same age group can also be investigated. Top Keywords Retail Banking, SPSS, T – test, Marketing Strategies, ATM. Top |