| Author | Tiwari, Manas |
| Call Number | AIT RSPR no.SM-98-87 |
| Subject(s) | Credit cards
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-98-87 |
| Abstract | This research study is a comparative cross analysis of the banking sector specific to credit
cards, and selected credit card marketing models, in an emerging and a developed market. A
casewise approach has been used to critically study, compare and analyse the marketing
practices and strategies of credit card service providers in India and France.
It was found that banks in France have much more established practices and procedures for
purposes of segmentation and marketing. The emerging credit card market in India is growing
at a rapid pace. The enmmous desire to splurge among the growing Indian consumer class is a
manifestation of the liberalisation agenda and the credit card industry is a direct beneficiary.
The gradual deregulation of the financial markets presents new challenges and opportunities.
The objectives of the credit card service providers in India and France are similar, although the
marketing strategies and their implementation is vastly different.
Value added benefits are a deciding factor for a large population of existing and potential
credit card holders in India as well as France. Gradually, credit cards are becoming successful
in replacing money as a medium of trade. The cash substitute instrument is no longer looked
upon as a unethical cash instrument or as a debt trap, this is the paradigm shift which existing
card holders are seeking to exploit, vitalizing more cardspend per person. The ability of a
credit card service provider to generate more cardspend per person will be the crucial
differentiator in the war of the cards. |
| Year | 1998 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-98-87 |
| 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) | Johri, Lalit M. |
| Examination Committee(s) | Bechter, Clemens;Jallat, Frederic |
| Scholarship Donor(s) | Asian Institute of Technology |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 1998 |