Marketing of Financial Service: Evidence from Nigeria Financial Market

Lucky Anyike Lucky

doi:10.46281/ijmri.v2i1.104

Lucky Anyike Lucky Department of Banking and Finance, Rivers State University, Nigeria

DOI: https://doi.org/10.46281/ijmri.v2i1.104

Keywords: Marketing of Financial Products, Nigeria Financial Market, Brands in Financial Market, Financial Products, and Financial Institutions.

Abstract

Nigeria financial market is emerging, the growth in institutions and products require a marketing strategy that will meet the needs of growing population. This study examined marketing of financial services. It discussed financial service products, segmentation of financial products, brands in financial market, financial service marketing environment, marketing of financial service through the internet, distribution channels of financial products, strength, weakness, opportunities and threat of Nigeria financial market, the needs for marketing of financial services, features of financial products and pricing of financial products. The study concludes that marketing of financial services is a determinant of financial inclusion, therefore policies and strategies should be advanced by management and regulators in the financial market.

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