 |
 |
|
Credit Cards: Targeting by Features
MacroMonitor Marketing Report
February 1996
Vol. II, No. 9
|
 |
- Given the maturity of the credit card market, the time may be right to consider new and different approaches.
- The gap between the features that consumers would include in their perfect card and those that they are aware of on the card they use the most suggests that emphasizing features other than fees, rates, or credit limits may be effective.
- The attractiveness of different features, as measured by this gap, differs significantly by age, income, revolvers, and transactors, but more effectively by life stages and psychographic segments.
- Except for cash rebates, none of the typical credit card features appear to promote longevity and continued use.
|
(Korean Inquiries)
(Japanese site)