An assessment of effectiveness of marketing o...

An assessment of effectiveness of marketing of financial services

Author Name : Vishal Wadajkar, Sarika Pansare, Kshitij Hiwarkar

Abstract

Objective: Effectiveness of marketing of financial services was assessed through a cross-sectional study using a survey questionnaire.

Materials and Methods: Descriptive hypotheses were set and studied based on primary data collected via a survey questionnaire which was administered to 110 individual and corporate investors from Pune who were amongst the top client of investments and financial services firms. The average effectiveness rating of the 110 respondents was compared with point-value 3 of the scale indicating an “effectiveness” rating and was tested for statistical significance @95% confidence level.

Results: Average effectiveness rating by the 110 respondents to the 10 financial services was 3.20 on a maximum scale of 4.

Conclusion: There was wide agreement that the financial services are marketed quite well. This is an encouraging sign for the Indian capital markets. Keywords: Financial Services, Financial Services Marketing, Investors, Effectiveness.