Targeting the Finance Friendly - Ireland: Industry Research Report

Targeting the Finance Friendly - Ireland

Published Date: July 2006

Published By: Mintel International Group Ltd.

Page Count: 101

Order Code: R560-2177

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The purpose of this report is to provide an understanding of the financial markets of both NI and RoI, more specifically, an analysis of the composition of these markets in terms of the different types of financial consumers.

The quintessential finance friendly consumer is one who avails of, or is a key target for, a range of financial products and services. These consumers are also more prepared than most to use new product and service offerings while also being prepared to take a risk when investing their money. These consumers can be targeted in a number of different ways such as the use of brand positioning, new product offerings, advertising as well as personal selling of products.

The main thrust of this report is directed towards analysis of the different consumer groups detailed in this report (see Consumer Segmentation section). The purpose of these groups is to cluster consumers who have similar financial habits and who share similar attitudes. This cluster analysis permits banks and other financial institutions to target specific consumer groups who they see as suitable for certain products or services.

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