Research Article Open Access

Consumer Exclusion and Social Responsibility in Marketing Decisions

Abstract

Half of the European population still lives outside major urban areas. However, the quality of life and employment opportunities in the remote areas of Europe are under threat. The social role of companies is manifested by the improvement of the living standards. In some cases the lack of the provision of financial services becomes unjustified having in mind the opportunities provided by information technology. This piece of research reveals the correlation between the geographical and financial exclusion concerning two isolated areas in Greece and identifies the banking attitudes of an excluded customer segment. Companies have to be repositioned in order to create a profile, in tune with the needs of regional and local communities and in line with their well-being evolution. It seems necessary, a certain re-thinking of some basic marketing concepts like segmentation and targeting, according to a more socially responsible strategic view.

G. Panygirakis,Pr. Theodoridis,Ir. Rigopoulou

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