Myron J. Leonard

Customer Preferences for Financial Services: An Analysis

With bank deregulation and more sophisticated customers, it has become very important that banks and other financial institutions determine the factors which are pertinent to the customer′s selection process. Through a survey of households, evaluates the relative importance attached to selection criteria used to choose a financial institution. The results provide the basis for a demographic and behavioural profile which is used to examine the emphasis of some criteria over others.

The Importance of Image as a Competitive Strategy: An Exploratory Study in Commercial Banks

Owing to increased competition resulting from a decade of deregulation of the financial services industry, banks find themselves faced with the task of differentiating their product as a method for attracting new customers. The importance of bank image is examined as a competitive strategy for increasing customer traffic flow. A survey of 60 business undergraduates and 46 MBA students measured attitudes relating to bank size, atmosphere, innovativeness, and attributes relating to good service. Some significant differences in response by certain demographic characteristics were also measured. Implications of the findings and suggestions for further research are provided.

Marketing Literature Review

This section is based on a selection of article abstracts from a comprehensive business literature database. Marketing-related abstracts from over 125 journals (both academic and trade) are reviewed by JM staff. Descriptors for each entry are assigned by JM staff. Each issue of this section represents three months of entries into the database. JM thanks UMI for use of the ABI/INFORM business database. Each entry has an identifying number. Cross-references appear immediately under each subject heading. The following article abstracts are available online from the ABI/INFORM database, which is published and copyrighted by UMI. For additional information about access to the database or about obtaining photocopies of the articles abstracted here, please call (800) 626-2823 or write to UMI, 300 N. Zeeb Rd., Ann Arbor, MI 48106.

Camping tourism in the Smoky Mountains.

Abstract Keith Stephens, Professor of Marketing, Myron Leonard and Donald Smolder, of Western Carolina University, have carried out a survey of campsite owners in Western North Carolina, USA, with a view to determining the factors involved in camping tourism. The results of the study are used to form the basis for several marketing recommendations aimed at enhancing the attractiveness of the camping product to encourage increasing numbers of tourists who will also take longer holidays.

The Non-Avallability of Advertised Specials: Grocery Shopper Attitudes vs. Food Chains Executive Opinions

This study is a continuation of an earlier effort which examined grocery shopper reactions to situations where advertised specials were not available. Perceptions and opinions of consumers and food chain executives are compared with emphasis placed on shopper reactions when advertised specials are unavailable and experiences concerning rainchecks. On the basis of chi-square results, significant differences occurred between food chain management and consumers.

Female Student Attitudes Toward Careers in Professional Selling

This study examines the attitudes and opinions of 56 female business majors concerning a career in non-retail Drofessional selling. A large proportion of subjects were cognizant of the rewards and opportunities associ-iated with success in selling. There was, however, concern over coping with pressure to sell, long hours, women earning less than men, lack of job security, and unstable salary. The findings also suggested that many female students want to learn more about or experience first-hand the practical applications of professional selling.

Environmental Planning and Control for the 1980s as Perceived by Supermarket Executives

This study examines supermarket executives’ perceptions of the problems confronting them in the 1980s, A survey including 134 chains was undertaken to determine anticipated adjustments resulting from rising energy costs, spiraling inflation, and high interest rates. The executives placed emphasis on reducing energy costs associated with operating stores, more stringent inventory control measures, and increasing the number of lines carried to encourage one-stop shopping.

A Comparison of Preferences Concerning the Purchase of Domestic Products Vs. Imports: United States and Jamaica

This paper examines the preferences of American and Jamaican consumers toward certain locally produced products vs. imports. Emphasis is placed on factors influencing purchase decisions, most preferred domestic and import categories, and methods for creating more interest in locally produced products. Implications for marketing practitioners are provided along with suggestions for future research.

Male Vs. Female Student Attitudes Toward Careers in Professional Selling

This paper examines the initial perceptions of male and female business majors (mostly marketing and management) concerning a career in non-retail professional selling. Although significant differences were found to exist between male and female student attitudes concerning advantages and disadvantages associated with a career in sales, no significant differences existed concerning methods for creating interest and providing information.

Attitudes Concerning the Purchase of Domestic vs. Imported Products: The Jamaican Experience

This paper examines the attitudes and opinions of 48 Kingston, Jamaica, consumers toward locally produced products as opposed to imports. Most preferred import and export product categories are discussed along with methods for creating more interest in Jamaican products. The findings provide useful insights for U.S. firms seeking to enter markets in the Caribbean.