Towards a marketing strategy for financial & Banking literacy: a case study for Saudi Arabia

Abstract

The purpose of this study was to design a successful marketing plan to promote financial and banking literacy in Saudi Arabia. The study, which will help Vision 2030, found significant knowledge and behavior gaps when it analyzed secondary data in reports published by the Saudi Central Bank and the Ministry of Finance, among the general public, and in specific groups such as youth, women and owners of micro, small and medium enterprises. The findings revealed that digital channels and interactive programs make financial and banking awareness more effective. The research recommended reinforcing public and private sector partnerships to design long-term awareness campaigns and working to make financial products and services more straightforward for all layers of society.