An Empirical Analysis of Gender Based Choice Criteria in Retail Banking-Among Software Professionals

Gender has been recognized as one of a small number of demographic variables that meets the basic requirements for successful implementation of segmentation strategies. This paper shows an analysis of gender differences in the relative importance of choice criteria among software professionals in respect of selecting a retail banks. A total of 423 software professionals have been taken for the study and Judgment sampling method was adopted for collecting a sample. A finding reveals from the study that the important factors that customers look for in banks is Reliability such as working hours of bank, ease of obtaining loan, interest on loan etc., It also show that the customers are not a homogeneous group with regard to the bank selection process, but there is a significant difference in the selection factors between male and female customers in the factor of 'Reliability' and 'People influence'.