How do financial institutions send us their information and how do consumers interpret it?

Identifier:  TFG:1739

Handle: https://hdl.handle.net/20.500.11797/TFG1739

Authors:  Patricia Soler Nieves

Abstract:
In this report, a study has been made of the strategies used by financial institutions with the objective of transmitting information related to their financial products and services and, on the other hand, through an empirical study, an analysis of how consumers receive financial products this information. It has taken a contextualization of the banking business environment and financial institutions. The marketing of the financial sector has also been analyzed, specifically, the marketing mix, and the consumer behavior of banks, defining the characteristics of the banking client through bibliographic support. The center of this study has been one of the stages of the purchasing decision process for consumers of financial products: the information search stage. This has been evaluated through the completion of a series of surveys of a sample of individuals between 18 and 26 years who had at least used or acquired a financial product.