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Plastic cards: the priorities of Americans

Auriemma Consulting Group released the results of a recent survey, according to which one can conclude that «better or worse calling card in his wallet, consumers cite the system - Visa, MasterCard, American Express or Discover - rather than the bank brand. Consumers tend to more readily identify network brand, even bearing in mind that the system does not control functions, price or services maps ».

Staff ACG appealed to the parties combined market research Cardbeat with a request to think about what card is best suited to their expectations in terms of consumer service, price and necessary. Particular attention was paid to how respondents think about the maps.

«We were surprised to discover that most of those interviewed did not think of the name of the bank in connection with the network brand, given that in the past two years, brand advertising in the media among the largest issuers is much stronger», - said Migan Bramlett (Megan Bramlette), Managing Editor Cardbeat.

About half of consumers felt the difference in services offered on their cards, refer to the map in line with the name of the system. About a third of respondents identified their «best» card on the name of the issuer, and a fourth defined its «worst» stake in the same way.

Respondents were most often described as the best card for the value of its network brand (57%) than on the name of the bank (24%). With respect to the worst cards at a cost of 50% cited the network, while 22% cited the issuer. Of those who believed that their cards have different values, 61% cited better in this regard stake in its network brand, and only 49% first called the network, referring to the worst card.

«While the banks did succeed in networking brand consciousness, it turned out, consumers have a certain confidence payment systems - acknowledges Bramlett. - In a constantly evolving industry card systems are in the ranks of those players who remain unchanged ».
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