Purchase Intent: Absa Bank ranked No.1
Absa Bank for the second quarter of this year has been ranked as the bank with the highest purchase intent among the various banks in the country.
According to Global InfoAnalytics, a Ghanaian research firm, Absa Bank per its survey led banks in the country with a purchase intent of 93.94 percent.
Closely following Absa Bank are Ecobank, Fidelity, and CAL Bank with purchase intent of 89.6 percent, 89.3 percent, and 85.7 percent respectively.
For the first quarter, Zenith Bank led with a purchase intent of 100 percent followed by GCB, Standard Chartered and Fidelity Bank with purchase intent of 73 percent, 70 percent and 67 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%, Fidelity 89.3%. Cal Bank, which saw significant improvement during the current survey saw 85.7% of their customers intending to continue to use the brand,” noted Global InfoAnalytics.
Meanwhile, in terms of customers’ loyalty to their banks, the research firm asserts that its survey found 78 percent of all banking customers being loyal to their banks with only 7 percent being disloyal.
Fifteen percent of banking customers are, however, neutral – neither loyal nor disloyal.
