Impact of Country of Origin and Customer Involvement on Brand Preference – Discriminant Modeling in Indian Credit Card Business
The IUP Journal of Brand Management
Tapan K Panda
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The paper provides insights into factors driving customer preference in the financial services industry. In particular, it aims at understanding the role of Country of Origin (COO) (and also customer involvement) in brand choice behavior of Indian customers in selecting credit card services from banks. The parameters which are considered in this empirical research are customer involvement, COO and brand choice behavior. Through statistical analysis of consumer responses, the researcher established a relationship among these three parameters.
Financial services industry is the mainstay of the Indian economy, and is the key reflector
of the financial health of the country. The credit card industry in India is flooded with
many players and is made up of 18 major banks and financial institutions, which are
offering credit cards. With a sizeable percentage of consumers banking online, quick
banking and any time cash have become highly preferred features, which are expected of
every bank. Credit cards are just one of the many financial services offered by the banking
In today’s world, understanding customers’ sentiments and knowing whether
customers feel and think positively about their brand and its associated products and
services gives banks a quick health check of their business. The most important insights
that organizations are getting from customers are feedback regarding their service quality
levels. This empirical study is a means to understand and analyze what services and
features in services matter to the customer. What drives the customer to a bank for
availing a credit card service? Is it simply brand or the origin of the bank, or the mere
quality of services offered by the bank?
Brand Management Journal, Product Category Extensions, Impact of Country, Origin, Customer Involvement, Product Lifecycle, Brand Preference, Discriminant, Modeling, Indian, Country of Origin (COO), Credit Card Business.