Analyze the impact of the demographics on the purchase decision of the customers of the private banks Prof. Sharma Alka*, Singh Bhanu Pratap** *Professor, The Business School University of Jammu, India **Assistant Professor, The Management School, Kathua Campus, University of Jammu, India Online published on 11 July, 2017. Abstract The banks after the liberalization and the banking sector reforms have changed their perspective from being the traditional service providers to the providers of new and emerging services like mutual funds, insurance services and dematting services. This is due to the bigger markets and demand for these services and also the realization that in this highly competitive world the survival is linked to how well they are able to understand the changing dimensions of consumer behavior. The banks need to develop customized services according to the understanding of the behavior dimensions so that they are able to generate profits from the sale of services. The present paper has attempted to analyze the private sector banks from customer's perspective for emerging services like and Insurance services, Mutual Funds and Dematting services provided by these banks. Top Keywords Demographics, Consumer Behavior, Insurance, Mutual Funds, Insurance, Private Banks. Top |