Nội dung được dịch bởi AI, chỉ mang tính chất tham khảo
Nghiên cứu khám phá các yếu tố ảnh hưởng đến việc chọn lựa thương hiệu và loại thẻ tín dụng tại Ấn Độ
Tóm tắt
Bài báo này nhằm xác định các yếu tố lựa chọn thẻ tín dụng trong bối cảnh một nền kinh tế mới nổi ở châu Á - Ấn Độ. Xét đến sự xuất hiện gần đây của hệ thống ngân hàng ba cấp tại Ấn Độ, nghiên cứu dự kiến điều tra xem có mối liên hệ nào giữa các yếu tố lựa chọn thẻ tín dụng và loại hình ngân hàng phát hành thẻ tín dụng (công, tư nhân quốc gia hoặc tư nhân nước ngoài) hay không. Bài báo cũng tìm hiểu xem mức thu nhập cá nhân có xác định loại hình ngân hàng phát hành thẻ tín dụng hay không, vì các tài liệu trước đây cho thấy rằng các yếu tố nhân khẩu học có liên quan chặt chẽ đến việc lựa chọn và mô hình sử dụng thẻ tín dụng. Phân tích đã được thực hiện bằng cách sử dụng thiết kế nghiên cứu phương pháp hỗn hợp bao gồm phân tích chủ đề dữ liệu nhóm tập trung, phân tích nhân tố, phân tích PERMAP và phân tích tương ứng đa chiều trong các giai đoạn khác nhau. Năm yếu tố lựa chọn thẻ tín dụng chính được xác định. Một mối tương ứng mạnh mẽ giữa các yếu tố lựa chọn thẻ tín dụng, mức thu nhập cá nhân và sự lựa chọn ngân hàng phát hành thẻ tín dụng đã được phát hiện. Do đó, các yếu tố lựa chọn thẻ tín dụng và mức thu nhập cá nhân được xác định là các yếu tố ảnh hưởng đến loại ngân hàng được chọn. Hiện tượng phân loại các thương hiệu dựa trên loại hình ngân hàng được nhấn mạnh dựa trên phân tích. Những ảnh hưởng của hiện tượng này đối với khái niệm danh tính thương hiệu, phân khúc thị trường mục tiêu, định vị thương hiệu và truyền thông tiếp thị được thảo luận.
Từ khóa
#thẻ tín dụng #ngân hàng #lựa chọn thương hiệu #Ấn Độ #kinh tế mới nổiTài liệu tham khảo
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