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with credit card purchases. As per the previous studies on credit cards, consumption patterns may differ on the basis of the age factor. Further, the changing role of women in India in terms of working status and of becoming fi nancially independent provide a basis to consider gender as another demographic factor. METHODOLOGY The research study is based on primary data collected through a survey with the help of a questionnaire. The questionnaire was administered by meeting the respondents on a one-to-one basis primarily in malls and shopping complexes (place of usage of credit card). With regard to sampling design, the sampling unit was derived from a two-stage sampling process. First, a sample of six banks was identifi ed as they provide credit cards and similar types of supplementary services. Then, within these six selected banks a quota sample of credit card holders was taken. Two control characteristics were taken care of — credit card holders from the identifi ed banks and gender of the credit card holders. As per the fi rst characteristic, 720 respondents were taken from the identifi ed Goyal 336 Journal of Financial Services Marketing Vol. 12, 4 331–345 © 2008 Palgrave Macmillan Ltd 1363-0539 $30.00 banks (120 respondents from each bank). In relation to the second characteristic, the sample size for each individual bank was determined on a proportionate basis (60 male respondents and 60 female respondents from each identifi ed bank). Thus, there are a total of 360 male respondents and 360 female respondents. For the age factor of the respondents, with respect to the second objective of the study, actual responses are taken for each age group, that is, 18 – 24, 25 – 34, 35 – 44, 45 – 54 and 50 + years as 239, 200, 115, 116 and 50, respectively. A large sample was considered to ensure the adequate coverage of the characteristics including banks, gender categories and age categories. The research plan for the study has taken into consideration the following aspects: fi rst, the perception of consumers regarding the role of supplementary services is studied only with reference to functional and psychological risk — as revealed through pre-research interviews with selected service providers and customers. Secondly, the supplementary services identifi ed with credit cards include services of ‘ credit card acceptability for buying railway / airline tickets and for buying petrol ’ . This is because credit card companies in India still have to tie up with operators for the acceptance of their card. Thirdly, equal sample sizes of male and |
