Authors

1. Dr. Swati Jain
2. Ms. Arpita Mehta

Affiliation

• Associate Professor, Poornima School of Management, Jaipur
• Assistant Professor, Poornima School of Management, Jaipur

Abstract

Gen Next is an attractive market segment because of its significant revenue stream in future. While various industries devising focus strategies to attract and retain this segment, banks and financial institutions need to revise existing strategy to understand their unique requirements. Better understanding of Gen Next Customers will help in offering products, services and business model that serve them better. In the backdrop of demographic advantage and greater potential, banks can benefit by serving the segment effectively. Survey Methodology, using a structured questionnaire, was adopted for the study. In this study an attempt has been made to find out the major factors that relate to the financial awareness of the Gen Next customers using factor analysis. The present study offers significant contribution towards the existing literature on Gen Next. It captures the comprehensive financial behavior, including financial awareness and unique financial needs of Gen Next customers.

Keywords

Gen Next Customers, Financial Awareness, Financial Behaviour, Financial Need

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