Organization of marketing research in banking institutions (on the basis of JSC CB «Privatbank»).

Abstract

The article deals with the theoretical foundations of performing market research, its specific features with reference to banks, ways and sources to obtain information. The need for market research is explained through an examination of the commercial bank PrivatBank. PrivatBank's activities with the focus on small and medium businesses have proven valid and relevant for carrying out the market research. Determined that the cost of such a study is estimated to cost the bank 70 809 UAH, and economic efficiency is estimated as additional income will be from 12.56 mln. UAH up to 213.52 mln. UAH in a year. Based on the results of the market research, it is proposed to calculate the forecast values of the indicators that are directly related to the policy of PrivatBank in relation to small and medium businesses. This study will allow the bank to revise its activities in relation to these businesses and strengthen its position in this direction, which will lead to the increase in its overall income.