Dr. Andreas Andronikidis's main research interests are in the areas of consumer ethnocentricity and international marketing strategy; bank marketing; consumer behaviour and advertising. Currently most of his research is in the banking sector, though previously Dr. Andronikidis conducted research in a number of private sector and voluntary sector organisations. Current project – PMRG - focus on the factors influencing bank and credit card choice decisions by utilising a customer segmentation approach. More specifically, PMRG seeks to investigate the ethnocentric dimension of self-concept in evaluating segmentation effectiveness.