Review

American Bankers Association's observation on consumer attitudes (2001)1 a

three part telephone study of 500 hundred middle income and affluent U.S.
households covered competitive advertising and positioning, consumer financial
services usage and their perceptions.(Careione 2008). The survey revealed that
though banks where by far still the most popular financial service provider,
particularly for traditional accounts like checking, savings accounts and loans,
brokers are often the preferred vendors of "newer" more profitable services. The
study highlighted a growing perpetual blurring of financial institutions, with all
institutions more likely to be perceived to offer "any service", compared to the
previous years. 62 percent customers were found confident of the safety of their
own money in banks.

1
Sandra G. Carcione,”ABA consumer study holds a mixed bag for Marketers,” Bank Marketing,
Vol 16,No:8, July 2002