Customer segments.

• Position: Marketing News - Brief Article

Jerry: Working-Class Guys

2.7 million U.S. Households

Median age = 45

Median Income = $19,000

A now and again profile of some market segments of special interest to financial services institutions.

General profile: Blue-collar men who spend their spare time in the garage or outdoors.

Credit card: Jerry is no good at saving money and doesn't feel financial secure. He knows nothing about investments and feels the market is just too risky, which limits his financial savvy to a checking and/or savings account. He prefers to pay for his purchases in cash. If he carries plastic, it's going to be a standard Visa or MasterCard. Half don't carry an ATM card.

How to reach this segment: Small financial institutions...