Database Reference
In-Depth Information
• Also use of the card at gas stations
• The highest balances
• Frequent purchase transactions but of moderate amounts.
Segment Size
11%
Contribution to Overall Purchase Amount
12%
Demographic Profile
Almost exclusively comprises married people. Predominantly male customers over
35 years old.
Segment 4 - Travelers (Figure 6.10)
Behavioral Profile
• Use of card mainly for traveling and vacations (hotel bookings/air tickets/car
rentals, etc.)
• The highest international usage with a large percentage of the total purchases
made abroad
• Increased purchases over the Internet (for e-booking?)
• Increased total amount of purchases (tickets are expensive!)
• Infrequent but high-value purchase transactions
• Relatively low balances.
Segment Size
9%
Contribution to Overall Purchase Amount
13%
Demographic Profile
Predominantly unmarried and young card holders.
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