Segmentation of financial clients by attitudes and behavior: A comparison between Switzerland and Vietnam
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 16 October 2018
Issue publication date: 13 February 2019
Abstract
Purpose
The purpose of this paper is to investigate segmentations by finance-related attitudes and behavior of financial consumers in Switzerland and Vietnam.
Design/methodology/approach
The authors replicated the questionnaire measuring attitudes toward financial affairs as used in the study of Fünfgeld and Wang (2009). In order to extract factors and identify profiles of financial customers, the authors applied the same techniques including factor analysis and a two-step cluster analysis (Ward and K-means) to both samples. Linear regressions were used to examine the impact of socio-demographic variables.
Findings
Factor analysis reveals surprisingly similar underlying dimensions of financial attitudes and behavior for participants in both countries. The five clusters based on these dimensions exhibit strikingly similar characteristics. The authors also find that socio-demographic variables such as gender, age and education significantly vary across groups.
Research limitations/implications
There are small differences in the composition of the revealed dimensions between the two countries, mainly a mixture of intuitive decisions and free-spending aspects. Future research may investigate more countries with comparable samples to further test the reliabilities and validities of the scales.
Practical implications
The findings suggest that the instruments as developed by Fünfgeld and Wang (2009) can be used not only in highly developed Western markets but also in non-Western and emerging markets. Such instruments can be very useful for offering financial advice based on market segmentation in a global market.
Originality/value
The study provides empirical evidence on universal segmentation variables that reflect financial consumers’ psychological traits and attitudes toward saving and spending. Furthermore, the study stresses the need for a broad use of those variables when studying consumer decision-making in international financial markets.
Keywords
Acknowledgements
This research is funded by University of Economics Ho Chi Minh City, Vietnam (Grant QD658). Financial support by the Ministry of Education and Training, Vietnam (MOET – Project 911) and by the scholarship program of Deutscher Akademischer Austauschdienst (DAAD – MOET 2015) are also gratefully acknowledged.
Citation
Phan, T.C., Rieger, M.O. and Wang, M. (2019), "Segmentation of financial clients by attitudes and behavior: A comparison between Switzerland and Vietnam", International Journal of Bank Marketing, Vol. 37 No. 1, pp. 44-68. https://doi.org/10.1108/IJBM-07-2017-0141
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited