摘要：Over the past two decades, the banking sector had a dynamic evolution, as a consequence of theglobal economy development and, implicitly, because of the ongoing diversification of consumer demands.In this context, the competition has increased significantly, forcing banks to pay a special attention tocreating competitive advantages that could ensure them the growth or the maintenance of market share. Toachieve this goal, the banks have opted for consumer-oriented policies and strategies, aiming to identify thepotential customers, to attract and retain them. The successful implementation of these steps required a realconcern of banks to know the needs of consumers, including the latent ones, but also to assess the impact ofendogenous and exogenous factors on their behavior in the process of acquiring and using bankingproducts and services. In this context, this paper aims to highlight and to analyze the main categories offactors that significantly influence the behavior of the clients – individuals, the study being based on theconclusions of a quantitative marketing research conducted among them, as well as on the statistical dataregarding the evolution of banking market in the recent years.
关键词：banking products and services; consumer behavior; personal; social; economic; cultural and;psychological factors.
