Banking industry today requires a greater choice of interactive marketing tools to interact effectively with the consumer. In the practice of marketing research, it is customary to segment consumers primarily by socio-demographic parameters, but such a division is not enough to develop communication campaigns. Consumer activity depends on a person's lifestyle, their inner personal characteristics; an individual unconsciously transfers his personal or collective values onto the product properties. For promotion specialists it is important to have the description of the psychographic segments and relate them to previously identified demographic characteristics (gender, age). In carrying out the study using the Myers-Briggs technique, in a sample of 276 people was found a connection between the consumer's gender and age and such typological personal traits as: the judging type (characteristic of the entire male part), the thinking type (characteristic of the male and female adult groups), the sensing type (becomes more increasingly evident in men from adolescence throughout old age manifests itself and manifested in women at the period of reduction of consumer preferences). 1. Introduction

This article deals with the strains of institutional confidence in the educational space associated with the disintegration of the institution of education in the liberal modernization. Institutional trust in higher education loses the irrational and increasingly approaches the confidence based on transparency, performance and objectivity of assessments. The main trends in education: focus on customers, rating, extrapolation for educational institutions of business structures. The authors distinguish externalist and internalist models of education, within which there is a variety of explanations and manifestations of strain institutional trust in the educational space.

Customer loyalty is one of the criteria which determine the efficiency of a modern company. To develop loyalty programmes, it is necessary not only to investigate the style of consumer preferences, but also to reveal the power of influence of the factors shaping it. The style of consumer preferences can be described with the help of a two-component model which includes basic motives of human behaviour and strategies for their implementation. With the help of this model, two key consumer styles-constructive and adaptive (protective)-were defined as well as their varieties. The next step of the research involved identifying factors which influence consumer choice, selecting a range of methods and techniques, creating a sample. Materials of the empirical study made it possible to assess the effect of these factors on consumer behaviour of the residents of the Volgograd and Astrakhan regions. The obtained results imply the fact that most consumers in the region are oriented towards keeping to constructive styles. It means that developing loyalty programmes should be performed with due regard for both rational (those concerning functional attributes of goods) and emotional arguments (prospects of selfdevelopment by means of using goods, adhering to consumer values, communicating within a certain group of consumers).

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