Consumer Behavior of Banking Products/Services

The study of consumer behavior has a priority role in market research, understanding the decisionmaking complexity of the consumer becoming the main factor in the initiation of marketing eff orts by banks. Banking entities must know the psychology of the consumer, how he chooses banking service, which factors and how they infl uence the purchase decision. Especially, in the context of digitalization, customer-focused banking marketing activities are impossible to achieve without understanding the dimensions of the particularities and behavioral mutations of bank consumers. This can only be achieved by comprehensively researching the purchase decision-making process. In this article, we aim to elucidate the dimensions of the purchase and consumption behavior of banking products/ services and to present some particularities and behavioral manifestations of banking customers.