Segmentation of Russian Consumers of Co-Branding Bank Cards

Alla A. Kushnareva –Lecturer, Department of Economics and Information, Liberal Arts University – University for Humanities (Ekaterinburg), Konstantin I. Perevozchikov –Master Student, Ural State Economic University (Ekaterinburg)
Year: 2018
DOI:
UDK: 336.71
Pages: 20-26
Language: russian
Section: Economics
Keywords: consumers of bank cards, co-branding cards, Russian consumers of co-branding bank cards, segments of consumers of bank cards.
Abstract
The article considers the importance of bank co-branding cards as a tool for organizations to keep competitive positions in the market. The authors present the segmentation of Russian co-branding bank cards consumers of based on factors selected in the domestic and foreign literature and formulate some conclusions and recommendations.
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