The study of consumer incentive system on the private banking market

The purposes of this article are: 1. to study and analyze the incentive system for consumers of private banking services, which determines the size and structure of demand for cognominal services; and 2. to identify marketing opportunities to enhance competitiveness of banks on the basis of this analysis. The analysis is based on the results of monitoring multidimensional studies of the Russian private banking market, in which qualitative methods are used predominantly. The author identifies three groups of incentives for the behavior of wealthy consumers: the need to reduce the degree of the main types of risks; benefits resulting from convenience, time saving time and efforts in the process of banking transactions; emotional and associative / social values. Based on the survey results, consumers' expectations are identified and described with regard to quality, quantity and variety of private banking services. The author notes the existence of certain marketing potential to increase competitiveness of participants of the private banking services market, within the framework of which a number of marketing activities are proposed.