Purchase Intent: Absa Bank ranked No.1 for three consecutive quarters
Absa Bank Ghana for the third quarter of this year has once again been ranked as the bank with the highest purchase intent among the various banks in the country.
According to Ghanaian research firm, Global InfoAnalytics, Absa Bank per its survey for the third quarter maintained its purchase intent score of 93.94 percent – the bank recorded the same score for the second quarter.
Closely following Absa Bank are Ecobank, Fidelity, and Stanbic Bank with purchase intent scores of 89.62 percent, 89.39 percent, and 88.89 percent respectively.
The purchase intent metric as measured and explained by Global InfoAnalytics shows how likely customers are to go from knowing a brand to buy the products and indicates the probability that a consumer will buy a product or service in the future.
“The survey finds Absa with the highest purchase intent with 93.9% of their customers indicating they intend to use the brand in the future. Ecobank comes second with 89.6% and Fidelity 89.3%.
“GCB ranks lower compared to its peers on purchase intent 83.56%. Cal Bank now among the top-ranked banks with 85.7% of their customers intending to continue to use the brand,” said the report.
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Meanwhile, in terms of customers’ loyalty to their banks, the research firm asserts that its survey found 82 percent of all banking customers being loyal to their banks with only 3 percent being disloyal.
Fifteen percent of banking customers are, however, neutral – neither loyal nor disloyal.
“For this quarter the survey found 82% of all banking customers being loyal to their brands compared to 78% for Q2, representing an increase of 4% over the quarter. Disloyal customers declined from 7% in the last quarter to 3% this quarter whilst customers who are neutral (neither loyal nor disloyal) remains the same at 15%,” said Global InfoAnalytics.
