There are no business activities which are not related to the word of "bank". With their two product categories : Liability and assets product, banking industry has been playing an important role at our macro economy where demand and supply proposition for the excess money market.

The writer has seen how different business owner define their needs and expectations from the so-called banking industry. Some business owners refer them as "friend" or partner, while others call them "opportunist" who has excess money and want it more. However, there is an interesting fact to know that on the other hand, bank sees their customers differently, where price discrimination will be applied after knowing their bargaining position on each class category. And that is smart!.

Rabobank, a famous Dutch bank formerly concentrate their business in the corporate market segment in Indonesia, has decided to enter the potential market of medium size industry by welcoming the group to conduct a field survey as a second opinion to strengthen their confidence upon their current strategy.

With the approval of Rabobank, the writer has decided to work on 50 randomly picked samples as the respondents for this project. The repondents must hold senior position in their respective company and involved in strategic financial decision responsibility. Therefore, they must have assumed the strategic role and position of CEO, CFO and Director. Based on the interview sessions with the respondents, the group learned that their behavior towards banking products were closely related to and influenced by their business size. Hence, the group can conculde that the study has uncovered importantinformation on customer behavious that affcet their daily interactions with the banks. This information can be useful for Rabobank to deploy an effective marketing strategy in the middle market segment.



Research Location : PT Rabobank International Indonesia

Confidential until 2014