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Credit and Charge Cards Selection Criteria in Greece

Arthur Meidan (Respectively, Professor of Marketing and Research Associate at Sheffield University Management School, UK.)
Dimitris Davo (Respectively, Professor of Marketing and Research Associate at Sheffield University Management School, UK.)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 March 1994

2318

Abstract

Investigates the main dimensions and attributes that Greek cardholders consider of importance when selecting a card. Reviews the Greek credit and charge card market characteristics, competitive environment and cardholders′ profiles in relation to the main literature on credit cards. Investigates a representative quota sample of Greek cardholders – taking into account demographic factors such as age, sex and income – on the relative importance of the main attributes that play a role in card selection. The data collected are analysed by factor analysis, which suggests that there are five main factors that affect card selection: convenience of use in Greece; security (safety); economy; prestige; and shopping abroad. The weightings and relative importance of each of these factors was calculated, and this could be used for more optimal marketing mix allocations. Suggests that Greek cardholders are more “practical” and less “prestige” oriented than previously thought. Consequently, more emphasis should be given to convenience, security (against fraud/loss) and economy aspects of credit card usage, by appropriate advertising, promotions, product development and distribution allocations by banks and credit card issuers.

Keywords

Citation

Meidan, A. and Davo, D. (1994), "Credit and Charge Cards Selection Criteria in Greece", International Journal of Bank Marketing, Vol. 12 No. 2, pp. 36-44. https://doi.org/10.1108/02652329410052964

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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