Unformatted text preview: survive in the long term because it has occupied some market shares in the local economy. The last one is targeting consumer niches with unique products and services. A niche is a more narrowly defined customer group seeking a distinctive mix of benefits. Different customers have different needs. HSBC aims to offer unique products and services to different customer. Homogeneous preferences actually exist when consumers want the same things. Then, diffused preferences exist when consumers want very different things. As for clustered preferences, it reveals natural segments from groups with shared preferences. It depends on consumers whether they prefer HSBC or other banks. 2. Draw a perceptual map for the banking industry in Australia. Perceptual mapping is a generic term that applies to the positioning of perceptual points in multidimensional space. Only HSBC and Citigroup has been chosen from the foreign owned subsidiaries. AMP is the Australian owned bank....
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- Spring '14