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benefi ts of supplementary services with credit card purchase. This can result in increased usage of credit cards by this age group. This can be a signifi cant understanding for marketers due to the fact that it is diffi cult to break the set traditional ways of carrying out one ’ s activities by this age group, especially traditional ways of spending money and doing banking. 4. An interesting fi nding is that males perceive more psychological benefi t and females perceive more functional benefi ts with supplementary services for credit cards. This can be a useful fi nding for marketers to offer credit cards as well as associated additional features. This can, however, be seen with existing female credit cards where more functional benefi ts are provided in terms of making purchases for ladies ’ items. 5. Marketers can target the segment of the 24 – 35-year age group by further understanding their needs and requirements and providing attractive added features with the credit cards. This is the age group where people start their career, look forward to growth opportunities, increase efforts to enhance living standards and also expand families. Owing to the growing needs, a credit card can provide the required fi nancial support. REFERENCES 1 Zeithaml , V . , Parasuraman , A . and Berry , L . L . ( 1985 ) ‘ Problems and strategies in services marketing ’ , Journal of Marketing , Vol. 49 , pp. 33 – 46 . 2 Wyckham , R . G . , Fitzroy , P . and Mandry , G . ( 1975 ) ‘ Marketing of services: An evaluation of the theory ’ , European Journal of Marketing , Vol. 9 , pp. 59 – 67 . 3 Booms , B . H . and Bitner , M . J . ( 1981 ) ‘ Marketing strategies and organization structure for service fi rms ’ , in Donnelly, J. H. and George, W. R. (eds) ‘ The Marketing of Services ’ , American Marketing Association, Chicago . 4 Donnelly , J . H . , Berry , L . L . and Thompson , T . W . ( 1985 ) ‘ Marketing Financial Services ’ , Dow Jones- Irwin, Homewood, IL . 5 Laroche , M . , Bergeron , J . and Goutaland , C . ( 2003 ) ‘ How intangibility affects perceived risk: The moderating role of knowledge and involvement ’ , Journal of Services Marketing , Vol. 17 , No. 2 , pp. 122 – 140 . 6 Cunningham , L . F . , Gerlach , J . and Harper , M . D . ( 2005 ) ‘ Perceived risk and e-banking services: An analysis from the perspective of the consumer ’ , Journal of Financial Services Marketing , Vol. 10 , No. 2 , pp. 165 – 178 . 7 Locander , W . B . and Hermann , P . W . ( 1979 ) ‘ The effects of self-confi dence and anxiety in information seeking in |
