Factors of Consumer Demand on the Bank Products (Cross-regional Analysis for the Case of Deposits)

This study is devoted to the study of the dynamics of demand for deposits among the Russian population in a regional context. The crisis of 2014 caused active changes in the banking sector. During this period of time, the role of the state intensifies, the share of banking sector assets in the economy decreases, the number of credit organizations decreases significantly in connection with the revocation of licenses by the Central Bank. This was especially true for small regional banks. The period of instability, accompanied by a drop in real disposable income of the population, affects the growth of distrust of the population in banks, which in turn leads to a decrease in the saving activity of the population. The aim of this work is to study the relationship between socio-demographic factors, financial indicators, characteristics of regions and the amount of funds raised by credit institutions. As a dependent variable, the ratio of individual deposits to gross regional product was used. To study the dynamics of demand, we analyzed the panel data for 5 years (from 2014 to 2018) in the STATA package. The level and nature of regional development has the greatest impact on demand for deposits. The results of the study can be applied by large and medium-sized banks in the search for the most profitable regions for attracting capital, as well as to realize the effectiveness of measures taken during periods of economic instability.