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Finance and Credit
 

Demand’s formation on the Russian market of banking products for individuals

Vol. 16, Iss. 21, JUNE 2010

Available online: 27 May 2010

Subject Heading: Bank management

JEL Classification: 

Popkova E.G. professor, Volgograd State Technical University
erc@vstu.ru

Suvorina A.P. graduate student, Volgograd State Technical University
suvorina-dq@mail.ru

Based on the analysis of selected indicators of banking products for individuals the authors put forward the hypothesis that the current interest rate on loans and deposits is not a determining factor in shaping the individuals’ demand for services of particular banks. A study conducted by the authors identified a group of factors affecting the demand of individuals for services of particular banks, the main of which are quality of bank products and risks associated with purchasing products in a particular bank. On this basis it was suggested that in current situation banks’ measures to stimulate demand for their services should not only be limited with changes in the interest rates, but also include activities aimed at positioning the bank as a reliable banking institution.

Keywords: banks, banking products, customer demand, individuals, loan rate, deposit rate

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ISSN 2311-8709 (Online)
ISSN 2071-4688 (Print)

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