The Study of Clients? Buying And Consumption Behavior Of Financial-Banking Products And Services

• Author: Paula Cornelia Mitran, Mihaela Bebeselea
• Position: Spiru Haret University of Constanta, Department of Economics - Spiru Haret University of Constanta, Department of Economics
• Pages: 542-549

The Study of Clients’ Buying And Consumption

Behavior Of Financial-Banking Products And Services

Mitran Paula Cornelia1, Bebeşelea Mihaela2

1Spiru Haret University of Constanta, Department of Economics, mitran_paula_cornelia@yahoo.com

2Spiru Haret University of Constanta, Department of Economics, mihaelabebeselea@yahoo.com

Abstract. The purpose o f every economic activity in general and the financial one in particular is the

satisfaction of clients’ necessities. The specificity of clients’ consumption behavior in the financial – banking

realm, impose the understanding of t he necessities and th eir occasional process to the banking system. The

client’s behavior analysis, as an obvious barometer of a bank evolution is the most important component of a

marketing research. The relations hip between the client, as a natural person or a juridical person and bank, is

very important and requires to be supported in order to assure clients’ loyalty and to develop long term

relations with them. Therefore, banks should give advice to their clients concerning their finance organization

or concerning the preparation of their business plans, fact which is able to reinforce the professional image of

the bank. This aspect must be completed by the presence of some communication specialists who will assure

the information transfer, creating a feed-back between the employees and the clients.

Keywords: relationship marketing, client focus, customer loyalty, customer satisfaction, social responsibility

The purpose of every economic activity in general and the financial one in particular is the satisfaction

of clients’ necessities.

The specificity of clients’ consumption behavior in the financial-banking field imposes the banking

system the understanding of the necessities and their occasional process.

For the contemporary society, where the technical-scientific progress tends, in many fields, to replace

the producer – human being with the producer – machine, the study of buying and consumption

behavior is very important, the more the rare resources with alternative functions the human society

disposes of impose only the production of those goods and services that serve the needs in necessary

quantities.

In the conditions of the actual economic-financial crisis it is strongly recommended to reanalyze this

scientific and practical intercession, called marketing, that has to give new dimensions to the study of

clients’ buying and consumption behavior.

The current consumer living in full millennium of knowledge breaks up complex, discrete, permanent

problems, aspects that need to be constantly observed by marketing specialists in order to find modern

solutions of orientating the entire economical and social activity to the client.

Due to the necessity of identifying the quantitative and qualitative that featureize the consumer’s

behavior a range of models have been elaborated, explaining the devices of buying and consumption

behavior. Among these, we can distinguish the pattern of attitude and preferences, of learning, of

effect’s hierarchy, motivational patterns, patterns based on personality study, patterns representing the

buying decision, patterns that lay on the study of the buying intentions (Balaure, 2002).

Other patterns intend to explain the procedures of adopting the buying or not buying decisions. Some

patterns formalize the process in which the consumer gives his income in order to buy the products

and services that satisfy his consumption needs.

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