New Age Youth Banking Behavior An Explorative Study In The Indian Banking Sector | H.S. Srivatsa & R. Srinivasan

The banking scenario in India has witnessed a rapid growth coupled with intense competition. This sector has witnessed rapid technological deployments, intense price wars almost leading to commoditisation of the sector, product innovations, public sector loosing their market share to private banks and ultimately an intense to win over the customers. The study deploys the use of psychographics to study the Indian retail banking customers. This paper is a result of the research conducted by in the state of Karnataka in India and is empirical by nature. The various psychographic customer segments discovered are discussed in the forthcoming sections of this paper.