Financial product bundling : a case study of housing loan bundling by Kasikornbank Public Co., Ltd. | |
| Author | Salinthip Uttamawattana |
| Call Number | AIT RSPR no.SM-10-04 |
| Subject(s) | Bunding (Marketing)--Thailand Housing--Thailand--Finance |
| Note | 81 leaves |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-10-04 |
| Abstract | Since Thai commercial banks have strategies to prom ote the retail banking businesses; however, the high competition as well as various co nsumer demands have driven the banks have trend to provide more variety of financial pro ducts and service offered in a package, or “bundling”. For the banks, they can sell more pr oducts by cross-selling and lower the cost-to-serve in order to make more profits. For customers, they can get benefits such as more convenience, less application process and time savings, because the banks provide one-stop financial service at the time of purchase. However, the customers can choose to buy or not to buy product bundles, depending on dem ographical and psychological factors affected the customers’ decision making process. Therefore, this research aims to study the customer s’ responses on financial product bundling offered by KBANK at the time of purchase. This will lead to the development of banks’ product bundling strategies, and gain the be nefits to both banks and customers in the future. The research study found out that customers’ demogr aphical factors have affected buying product bundling. Male, age 41 – 50 years old, marr ied with 3-5 family members, bachelor degree, own businesses, and high income have high p robabilities to buy product bundle. Customers’ psychographic results reveals that the c ustomers who bought product bundling, tend to perceive more on benefits than costs, where as, most of customers who did not buy product bundling, perceived no need to buy and tend to perceive more on additional costs incurred. Moreover, the product bundling, that gene rate extra costs at the time of purchase, tend to be less attractive for customers than produ cts that may bring additional costs in the future. Only one or two products in a bundle that h ave benefit in convenience and no additional costs at the time of purchase would be p referable for customers. |
| Year | 2010 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-10-04 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Winai Wongsurawat |
| Examination Committee(s) | Sununta Siengthai;Donyaprueth Krairit |
| Scholarship Donor(s) | Thai Government Fellowship and French Government |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2010 |