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Segmentation of Online Banking Services Consumers in Age from 18 to 24 Using Cluster Analysis

Student: Artem Tertychnyi

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

This mixed study is aimed at the practical application of the knowledge gained during the bachelor's degree program to the segmentation of online banking users. In my work, I combine the strengths of qualitative and quantitative research to achieve the most representative audience segmentation. My goal is to collect valid raw data using the knowledge of marketing theory, and then apply statistical tools to form homogeneous stable clusters among consumers of online banking services 18-25.

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