Author(s): Ashwitha Shetty, Suresh G
This study is having the goal of investigate the impact of demographic factors customers' awareness of banking services. The research was conducted using a quantitative survey method, which involved a sample of 120 respondents from various age groups, gender, education, and income levels. The data collected were analyzed using descriptive statistics, correlation analysis, and regression analysis. The results of the study revealed that demographic factors significantly influenced customers' awareness of banking services. Age, education, and income level were found to have a positive impact on customers' awareness, while gender had no significant impact. Furthermore, the study found that the level of awareness of banking services varied among different demographic groups, with younger, more educated, and higher-income customers having higher levels of awareness. The study provides insights into the importance of considering demographic factors when developing marketing strategies for banking services. The findings suggest that banks should tailor their marketing efforts to target specific demographic groups based on their level of awareness of banking services. Moreover, banks should focus on educating customers about the benefits of using banking services, particularly those in lower-income and less-educated demographic groups, to increase their awareness and usage of banking services.