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Credit Card Usage by the Polish, Russian and Romanian communities in the US

  • ID: 106
  • August 2002
  • Region: Poland, Romania, Russia, United States
  • 24 Pages
  • Global Advertising Strategies
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The survey shows that credit card services are widely used among all three communities - on average about 84% possess at least one credit card. Visa is the most popular type of credit card among Russians and Romanians, whereas Poles prefer Master Card. The survey suggests that each group has its own pattern of preferences in credit card features, such as low APR, no annual fee, large grace period and no balance transfer fee.Despite the obvious popularity of credit cards, on average across the three groups only 26% think that there is enough information about them on the market. The survey compared each group’s receptiveness of various means of information delivery identifying the most efficient one, and also determined the most popular ways of applying for a credit card specific to each group.

The study reveals the demand on credit card services, determines preferred ways of applying for a credit card inherent to each community, assesses availability of information about credit cards on the market, identifies the most attractive credit card features for each community, and indicates the most efficient means of information delivery pertinent to each community.

The collected data also suggests certain shortcomings of credit card providers (CCPs) in marketing to the ethnic communities, which often means that these lucrative markets are overlooked. The survey is aimed at aiding marketers in market research and in choosing the right strategy for targeted ethnic campaigns.

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INTRODUCTION
METHOD
RESULTS
US POLISH MARKET
Summary of findings
Number of credit cards possessed by Subjects
Market penetration of major credit cards
The most popular ways of applying for a credit card
Percentage of subjects who have received credit card offers via various means of information delivery
Comparative efficiency of means of information delivery on credit cards
Importance of in-language credit card offers
Sufficiency of information about credit cards on the market
Satisfaction with credit cards
Features that motivate Subjects in their choice of a credit card

US RUSSIAN MARKET
Summary of findings
Number of credit cards possessed by Subjects
Market penetration of major credit cards
The most popular ways of applying for a credit card
Percentage of subjects who have received credit card offers via various means of information delivery
Comparative efficiency of means of information delivery on credit cards
Importance of in-language credit card offers
Sufficiency of information about credit cards on the market
Satisfaction with credit cards
Features that motivate Subjects in their choice of a credit card

US ROMANIAN MARKET
Summary of findings
Number of credit cards possessed by Subjects
Market penetration of major credit cards
The most popular ways of applying for a credit card
Percentage of subjects who have received credit card offers via various means of information delivery
Comparative efficiency of means of information delivery on credit cards
Importance of in-language credit card offers
Sufficiency of information about credit cards on the market
Satisfaction with credit cards
Features that motivate Subjects in their choice of a credit card
Appendix 1. Sample questionnaire

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- United States

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Note: Product cover images may vary from those shown

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