27-09-2013, 02:59 PM
Influencers for the Purchase Decision of Services
ABSTRACT
Most of the respondents answered that they were influenced by Friends and Relatives (42%)
for choosing the services from a particular bank. This is the power of "word of mouth". This
shows that the impact of opinion leadership and reference group is very much in banking
services however advertising (21%) also affects the decision of selecting a particular bank .
As per the responses given in Table 5, the difference between public and private sector banks
is known to the maximum number of people (85%). Table 6 gives a clear idea about the
question related to the perception of customers about private and public sector banks the
results are not so surprising.