Market Research – Determinant of Successful Strategic Marketing in Financial Organizations
Istraživanje tržišta –Faktor uspešnog strategijskog marketinga finansijskih organizacija
Abstract
Market research provides an information inputs for business improvement by reducing risk of wrong strategic decisions in marketing area. Therefore, it presents significant competitive activity used as a base for the company’s marketing strategies and business behavior. Business environment research and attitudes of clients above all, is particularly important in the financial services sector. Due to the specific attributes of financial services, which are reflected primarily in the intangibility (immateriality), variability (heterogeneity) and volatility of services, but also on account of durability and rate of expenditure and fiduciary responsibility that feature financial institutions, market research has a special dimension in this area. Thus the aim of this paper is to analyze the concept and process of market research in the financial services industry and point out the importance of market research as the basic activity that should provide inputs for making strategic marketing decisions related to: market segmentation, targeting and positioning of specific market segment. In addition, the paper presents the results of market research and provides the opinions of car insurance service users in Serbia, where the starting hypothesis was that the main factors in selecting companies for motor insurance were the following: the reputation of the insurance company, trust that the insurer will pay the damage when it occurs and the price of services.
Apstrakt
Istraživanje tržišta obezbedjuje informacione inpute za unapredjenje poslovanja, smanjujući rizik od pogrešno donetih strategijskih odluka iz oblasti marketinga, te predstavlja značajnu aktivnost na kojoj kompanije baziraju svoje marketing strategije i poslovno ponašаnje. Istraživanje poslovnog okruženja, a pre svega stavova klijenata, je posebno značajno u sektoru finansijskih usluga. Zbog specifičnih karakteristika finansijskih usluga koje se ogledaju, pre svega, u neopipljivosti (nematerijalnosti), varijabilnosti (heterogenosti) i prolaznosti usluge, ali i kroz trajanje i kontingent potrošnje kao i povereničku odgovornost koju finansijske organizacije imaju, istraživanje tržišta u ovom segmentu ima posebnu dimenziju. Cilj ovog rada je analiza koncepta i procesa istraživanja tržišta u segmentu finansijskih usluga i osvetljavanje uloge i značaja istraživanja tržišta kao bazične aktivnosti koja treba da obezbedi inpute za donošenje strategijskih marketinških odluka vezanih za: segmentaciju tržišta, ciljanje (targetiranje) tržišnog segmenta i pozicioniranje na targetiranom tržišnom segmentu. U radu su, pored ostalog, prezentovani rezultati istraživanja tržišta, odnosno stavovi korisnika finansijskih usluga osiguranja od autoodgovornosti u Srbiji, pri čemu se pošlo od hipoteze da su osnovni faktori pri izboru kompanije za osiguranje od autoodgovornost: reputacija osiguravajućeg društva, poverenje da će osiguravač isplatiti štetu kada se ona dogodi i cena usluge.
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