Intergenerational Transmission of Consumer Preferences in Choosing the Bank

Student: Golikov Nikolay

Educational Programme: Economics (Bachelor)

Year of Graduation: 2020

The present study aims to investigate consumer loyalty in the commercial banking sector, namely how bank brand preferences transmit within households in Russia. There is a very limited amount of studies on consumer preferences in the banking sector due to the confidentiality of the bank data. This study adds to the literature the ability to identify the parent-child link in the existing bank datasets, as well as demographic characteristics. Using a logistic model relating parents’ choices of the commercial bank in terms of using credit and debit cards with choices of their children and covariates analysis, this study determines determinants of customer loyalty choosing the bank within households.

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