Abstract
Using an attitude orientation, the study focuses on the direct assessment of preference and usage behavior differences toward selected banking methods among consumers who socially perceive themselves as either a blue collar-oriented individual or a white collar person. The findings indicate significant preference pattern differences as well as isolated psychographic and socioeconomic characteristics; but fail to demonstrate conclusive evidence of significant usage behavior differences between the customer groupings.
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© 2015 Academy of Marketing Science
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Ortinau, D.j. (2015). White/Blue Collar Class Status and Customers’ Preference and Usage Behavior Toward Banking Methods: An Attitude Orientation. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_12
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DOI: https://doi.org/10.1007/978-3-319-16976-7_12
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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