Purchase Intent: Société General takesover number 1 spot in Q4 2021
Société General Ghana for the last quarter of 2021 has been ranked the bank with the highest purhase intent among its peer banks in the country.
The Bank takes over the number 1 spot from Absa Bank Ghana which held the number 1 spot for three consecutive quarters of 2021 – Q1 to Q3 2021.
According to Ghanaian research firm, Global InfoAnalytics, Société General per its survey for Q4 2021 gained a purchase intent score of 55.07 percent.
Closely following Société General are Stanbic, Prudential and GCB with purchase intent scores of 49.57 percent, 43.81 percent, and 43.64 percent respectively.
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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 Societe General with the highest purchase intent with 55.07% of their customers indicating they intend to use the brand in the future. Stanbic comes second with 49.57% and Prudential 43.81%.
“GTB ranks lower compared to its peers on purchase intent, 38.78%,” said the report.
Meanwhile, in terms of customers’ loyalty to their banks, the research firm asserts that its survey found 83.16% of all banking customers being loyal to their banks with only 2.11% being disloyal.
“For this quarter [Q4 2021] the survey found 83.16% of all banking customers being loyal to their brands compared to 82% for Q3, representing 1.16 percentage point increase over the quarter.
“Disloyal customers declined from 3% in the last quarter to 2.11% this quarter whilst customers who are neutral (neither loyal nor disloyal) decline by 0.28 percentage point in Q4. The improve suggest growing confidence in the banking sector,” it added.
