Regular research of the Ukrainian banking services market for retail clients

Under market expansion and intensified competition, the following information would be necessary for banks to develop their strategy of attracting new clients and promoting new banking services in the market:

• awareness about banks and their advertising by clients and non-clients
• bank clients and, in particular, main bank clients
• attraction / loss of clients
• reasons for termination of clients cooperation with banks
• bank attractiveness and potential
• overall client loyalty to bank and loyalty impact factors
• importance and satisfaction of clients with different bank characteristics
• frequency and importance of unpleasant situations in cooperation with the main bank
• services used by banks clients
• regular payments disbursement
• types of deposit accounts and plastic cards
• usage / non-usage of plastic cards for shopping, reasons for non-use
• plans of clients and non-clients concerning new services usage
• information sources about banking services
• characteristics of different client groups

GfK Ukraine performs the survey employing a licensed FMDS (Financial Market Data Service) method. The research data could be compared with GfK Group data for other East-European countries since the licensed FMDS Corporate method is commonly used.

• Two surveys of Ukrainian population per stage: July and October-November, 2006. Single method
• One survey sample involves 2,500 interviews; the total is 5,000 interviews
• The sample is representative for adult population of Ukraine over 18 years old residing in cities with population over 50,000
• The sample is multistage. At each stage (including that of respondent selection in household), random selection of general universe elements is assured
• The survey involves the method of face-to-face interview at respondents home

Within the research framework, we analyze answers of respondents by the following characteristics:

• basic social and demographic parameters (age, gender, professional status, living standards, region of residence, settlement size, city)
• respondent’s main bank
• segments by services usage specifics defined using the cluster analysis method
• in dynamics

• Analytical research report + distributions tables + data file

All research outputs are delivered in electronic format in English and/or Ukrainian.

1. Methodology and sample description
   
2. Awareness, clients, banks attractiveness
   
   • Awareness about banks and their advertising
   • Banks clients
   • Attraction / loss of clients by banks
   • Banks attractiveness
   • Banks potential market shares
3. Loyalty to and satisfaction with banks, unpleasant situations
   
   • Loyalty to banks
   • Importance of and satisfaction with banks characteristics
   • Assessment (rating) of unpleasant situations occurring in cooperation with banks
4. Banking services usage
   
   • Usage of and intentions about services usage
   • Types of accounts and plastic cards
   • Payment for purchases using plastic cards
   • Types of payments and money transfer
   • Services users’ distribution among the biggest banks
5. Characteristic of different client groups
   
   • Regional features
   • Services usage specifics by cities of different size
   • Specifics by living standard
   • Age and gender specifics
   • Specifics by services users segments

• Research outputs for this wave of the study cost EUR 2,700.

CONTACT: Iryna Ippolitova , Senior Researcher, Finance, Services Research.