Analysis of modern criteria for segmenting banking markets

Abstract

This article is devoted to the study of factors on the basis of which segmentation of banking markets in the banking sector is carried out. The study identifies the main task of segmentation. The author highlights the signs according to which banking markets are divided into segments. In the process of studying, the results of segmentation of banking markets are formed, as a result of which target segments are identified and it becomes possible to assess the behavioral reaction of a potential consumer to the introduction of a new or modified service by banks.