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Implications: Financial Education Services by Geographic Location

Hatton National Bank discovered through market research that urban and rural youth differed in their levels of financial knowledge, access to money, and exposure to comercial activities. This led the bank to develop only one product for older urban and rural youth, but a module-based curriculum that addressed the different needs of in- and out-of-school urban and rural clients (HNB). And in some regions, urban girls may have a greater need to learn how to prioritize spending than rural girls (AGEP- Zambia).

Market Segmentation #4: Geographic Location

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