ING Bank Catalogue Of Banking Products

Evaluation*

* Source of information: Qualitative & Quantitative Research Report Prepared by AC Nielsen for ING Bank November, 2008

RETAIL BANKING

Overall Opinion on the ING Catalogue

Very well received by banking clients in general, the catalogue was perceived as a tool that brings along clarity and pleasant display of information.

Top 2 box score: 64%

Average 5.7

1% 4%

31%

56%

8%

Rather poor

Nor good, nor poor

Rather good

Very good

Excellent

66% 62% 50% 43% 36% 27% 20% 8% 1% 2% 18-34 (n=133) 1% 35-55 (n=107) 7% 2% 3% Heavy users (n=93) 9% 8% 42%

6%

6%

Light users (n=83)

Base: All respondents <<n=240>> Q8, Evaluations given on a 7 point scale, 1- Extremely poor opinion up to 7 Excellent opinion

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Spontaneous Likes for the Catalogue

Clarity of the explanations proved to be an attention-grabbing aspect for one third of the banking clients

First impression of a catalogue with clear explanations (mentioned spontaneously by one third of the respondents as a reason to like the catalogue)

Clear explanations Well structured Has all informations I need

34% 31% 25% 18% 18% 10% 10% 9% 7% 2%

Full agreement to the statements easy to understand language (100%) and language used by common people (98%).

Vivid colors The drawings The banking terms dictionary Amusing The design Tha language used is easy to understand Orange color

Cartoons are gaining overall approval for both contributing to a more pleasant and funnier aspect of the catalogue and also for their clarity, for almost all respondents.

Base: All respondents <<N=240>> Q6 ING 3

Information relevance Claimed Importance towards any Catalogue vs. ING Catalogue
3 in 5 banking clients stated that detailed information about aspects such as interest rates and commissions represents the most important kind of information in any kind of banking catalogue and most respondents appreciated this aspect as concerns ING banking catalogue.
General information about the products

Claimed importance for aspects of any banking catalogue

The language is easy for me to follow

General information about the bank (program, offices)

23%

6% 5% 4% 2%

Practical advice and suggestions

Banking terms glossary

60%
Detailed information about the interest rate, commissions, conditions for each of the presented products Base: All respondents <N=240> Q3, Q37 ING 4

ING Catalogue reaches its purpose of first base information for the clients.
Most interesting for banking clients is to read about the loan products (personal need credit, credit card) and about the debit card.

Products description

Products of Interest for clients

ING Personal (personal needs credit, no mortgage) ING Credit Card

Information of interest about the products is missing

46% 35% 34% 28% 25% 25% 23% 19% 18% 19%

7%
ING Card ContROL (debit card) ING Personal Needs Credit with Mortgage

93%
ING Card Student ING ExtraROL (credit line) ING Ipotecar (house /field credit, with mortgage)
All aspects that are of interest are present in describing the products

ING HomeBank (Internet banking) ING SelfBank (transactions in ING Office)

Base: All respondents <<n=240>> Q11

Nothing/ Don't know

5

ING

Information in the Catalogue

All banking clients consider the information easy to find in the catalogue. 25% of the banking clients consider the information to be very credible.

Very credible (4)

25%
Very easy (4)

43%
Rather credible (3)

Rather not credible (2)

69%
Rather easy (3)

Not at all credible (1)

57%

Does not know

2% 3%

Base: All respondents <<n=240>> Q27

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Associations to ING after Reading the Catalogue

All respondents identified ING as the bank that released the catalogue.

100

90

It is a bank for people like me

It is a dynamic bank

Has products and services that I find easy to follow

83%

83%

82%

78%
80

79% 74%
It is a bank for people with a good sense of humor

75%
Provides complete information about the banks products

70

It is easy to collaborate with this bank

Has price competitive products

67%

60
Base: All respondents <<n=240>> Q46

Has products adapted to my needs

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Actions after Reading the Catalogue - Recommendation for ING Catalogue

High recommendation scores were received for the catalogue 95% for recommendation.

Top 2 box score: 95 Average

3%3%

76%

19%

3.2

Does not know

To a low degree (2)

To a high degree (3)

To a very high degree (4)

81% 76% 76% 69%

18%

20% 15% 3% 2% 35-55 y.o. (n=107) 3% 6% 1% 2%

23%

2%

4%

18-34 y.o. (n=133)

<1000 RON per HH m em ber (n=132) >1000 RON per HH m em ber (n=108)

Base: All respondents <<n=240>> Q9, Evaluations given on a 4 point scale, 1- To a very low degree up to 4 To a very high degree ING 8

Actions after Reading the Catalogue Word of mouth seems to be most mentioned as follow-up actions after reading the catalogue.

I would show the catalogue to my friends

78%

I would recommend the bank to friends /relatives

68%

I would access the banks Internet page

38%

I would go to an office for more information

35%

I would aquire a product from ING Bank

29%

I would call ING in order to find out more information

15%

Base: All respondents <<n=240>> Q47

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In Depth Evaluation of ING Banking Products Catalogue (1)

The language is seen as being a very close to simple people language through day-to-day expressions.

When you are fed up with keeping your money under the mattress or on an ordinary card where they loll about all day long, its time to get yourself an ING Card ContROL (Cand te-ai saturat sa-ti tii banii sub saltea sau pe un card obisnuit unde lenevesc toata ziua e timpul sa iti iei un ING card ContROL)

Positive appreciations among majority of the clients since conveying the idea of an advantageous type of salary card in a very humoristic way The language was perceived as appealing rather by younger people due to the humoristic note Also, seen as being a very close to simple people language through day-to-day expressions ( i.e. a tine banii sub saltea)

ING Personal is that credit which without any advance payment, sponsors or mortgage guarantees, brings into your wallet up to 60.000 Romanian lei. The bank does not ask after the money destination, therefore you can use it to buy whatever you need or feel like. Less, however, uranium, ballistics missiles, organs from animals on the verge of extinction and drug bags. (ING Personal este creditul care, fara avans garantii ipotecare, iti aduce in portofel pana la 60 000 lei. Banca nu te intreaba care este destinatia banilor, asa ca poti sa iti cumperi cu ei absolut tot ce iti trebuie sau ai chef. Mai putin uraniu, rachete balistice, organe de animale pe cale de disparitie si saci cu droguri.)

Seen as focusing more on benefits of the product and less on the according conditions and costs The product is presented in a very humoristic way more appealing for young people and less appealing for older ones

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In Depth Evaluation of ING Banking Products Catalogue (2)

Tips & tricks part managed to rise clients enthusiasm - it was positive appreciated by all target consumers.

Counsels and ingenious practices thought of for the smart ones. (Povete si manevre descurcareti chibzuite) iscusite pentru Simulation Tables

Cartoons that indicate the process of acquiring the product

Tips & tricks part managed to rise clients enthusiasm - it was positive appreciated by all target consumers It was perceived as being both useful and humoristic Also, seen as being in line with the rest of the catalogue conveying accessibility and closeness to people Yet, for some respondents (especially heavy users) suggestions made in the part of tips an tricks were seen as being already known by experience)

Depicted as being difficult to understand/ not clear information presented in the table (it is not clear if that amounts of money are expressed in Ron or Euro and it is not clear how it is calculated DAE according to the loan period) Information presented in the table was perceived as less relevant since not offering a customized information like some sites on the internet the client has not possibility to see the rate for the needed amount of money

Depicted as conferring vividness and playfulness to the overall catalogue layout rather than being useful in the process of acquiring the product Majority of respondents proved to pay less attention to cartoons.

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In Depth Evaluation of ING Banking Products Catalogue (3) Financial dictionary was very positive appreciated by all clients respondents and appreciated for the initiative of explaining financial terms

Dictionary

Useful information

Salary receipt

Financial dictionary was very positive appreciated by all clients respondents, even that the language used in the catalogue is very accessible and easy to understand for all In this context, the dictionary was seen as rather developing financial culture of the clients Also, appreciated for the initiative of explaining financial terms (it is the first time when I read a definition on DAE).

Seen as conveying useful information; Yet, clients considered that the catalogue is not offering the main ING Bank offices address and contact dates in order to obtain more information if needed.

Seen as useful document, yet clients proved to pay less attention to this paper - clients seemed to know that this document is available on the ING internet page or in the ING offices Not managing to rise banks clients enthusiasm.

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Qualitative research In depth Interviews Structure

No.
IDI 1 IDI 2 IDI 3 IDI 4 IDI 5 IDI 6 IDI 7 IDI 8 IDI 9 IDI 10 IDI 11 IDI 12

Age
18-24 18-24 25-35 36-45+ 25-35 36-45+ 45-55+ 45-55+

Gender
Females Males Females Males Females Males Females Males Females Males Females Males

Type of clients...
Light users Light users Light users Heavy users Heavy users Light users Heavy users Light users Light users Heavy users Heavy users Light users

Clients of ...
ING Bank & Competition

ING Bank

Competition ING Bank & Competition

Light users - users of one single banking product Heavy users - users of 2-3 banking products

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Quantitative research Sample Structure

Age
18-24 years old 25-34 years old 35-44 years old 45-55 years old 20% 35% 25% 19% Post University High school University Technical school

Education
64% 32% 2% 2%

Social Status
Married / Lives with the partner Not married / Single Divorced / Widow 74% 450 - 700 RON 25% 1% 701 - 1000 RON 1001 - 1300 RON

Income
23% 32% 25% 10% 10%

Gender
Male Female 49% 51% 1301 - 1600 RON Over 1600 RON

Base: All respondents <<n=240>> S3, S4, S5, D1

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Quantitative research Sample Structure

Occupation
Full-time employed Student Part-time employed Unemployed 80% 15% 3% 2%

Total number of people in the household

1 Person 2 Persons 3 Persons 4 Persons 1% 24% 44% 26% 5% 1%

Employment sector
Private sector Public sector Self-employed Number of people aged 18 and under, currently living in household 1 Child 2 Children None 31% 6% 63% 78% 19% 3%

5 Persons 6 Persons

Number of household employed members

1 Person 2 Persons 3 Persons 4 Persons 10% 70% 17% 3%

Base: All respondents <<n=240>> D3, D4, D5, D6, D7

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