Debit cards vs. credit cards, qualitative and quantitative approaches

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Debit cards vs. credit cards, qualitative and
quantitative approaches

• Adrian Apolzan

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Qualitative approach

• In order to optimize marketing communication
  strategy and define new products to be developed
  in terms of cards, ING Bank - Retail decided to
  conduct an usage and attitudes study among debit,
  debit with overdraft and credit cards within the
  Romanian banking system.
• Qualitative approach based on focus group
  discussions was recommended in order to reach
  consumers opinions on usage and perceptions
  towards cards in general and towards credit cards
  in particular.
• 6 focus groups with banking cards users were
  conducted in Bucharest
• Participants eligibility criteria were the
  following
• - men and women, 25-45 y.o.
• - income per household member over 400 RON
• - debit card users that are having the debit
  card from more than 3 months.

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Cards Evaluation - Credit Card vs. Debit Card
(regular / with overdraft facility
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Banking Cards Comparison
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Quantitative approach

• Types of Cards Used
• Debit cards are the most frequent used cards, by
  more than four out of five respondents (84).
• Debit cards with overdraft are slightly more
  used by the respondents aged 30-39 y.o (18)
  compared to the other age categories.

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Type of Cards Used - per individual
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Frequency of Cards Usage
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Places where Debit Cards are Used
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Decision Making Generators
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Thank you!