The article is devoted to the development of a methodological approach to the analysis of the competitiveness of deposit products for individuals. As part of the methodological approach, a methodology for analyzing the competitiveness of deposit products for individuals has been developed. Despite the availability of various methods for analyzing the competitiveness of banking products, most of them are focused on individual indicators (for example, the interest rate). However, for a more complete analysis, additional factors must be taken into account, such as the recognition of the bank, the quality of the mobile application, reputation, etc. In this regard, the development of a comprehensive methodology that allows taking into account many factors is of scientific and practical importance. In the course of the research, the main approaches to determining the competitiveness of a banking product are considered and, based on the analysis of these definitions, the author's definition of the competitiveness of a deposit product is formulated. The key factors influencing the choice of deposit products by individuals are highlighted. The existing methods of analyzing the competitiveness of deposit products were also reviewed, which made it possible to develop an author's methodology that includes a comprehensive set of indicators. The developed methodology allows analyzing the competitiveness of deposit products and forming an objective rating of deposits based on a variety of parameters. The methodology was tested using the example of deposit products of 14 credit institutions of the Russian Federation. Unlike traditional approaches that focus only on the interest rate, the proposed methodology takes into account the relationship between the competitiveness of a banking product and the competitiveness of a credit institution offering this product.
competitiveness, deposit products, deposits, banking product, methodology, credit institution, bank.
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