The Influences on Students when Choosing a Bank Account

When first deciding on what topic to research it was logical to choose a topic that had relevance and an interest to the author. In today‟s society it is almost the norm for everyone to have a bank account and so it is a vital sector in the UK Economy. However, one thriving aspect of the banking sector is the student market. This market is continually growing and banks are competing to gain customers whilst they are young. Almost every student has had some contact with banks and their attempts to gain customer loyalty. However, in the academic world there is a lack of research on the decision-making process that students go through when deciding on their bank account. This study is an attempt to build on the current research available and make relevant comparisons. There are several objectives attached to this study. The first task is to review and analyse the current literature on the student market and their decision-making process with regards financial institutions. Once this has been achieved hypotheses will be made and a methodology drawn up in order to conduct further research. Primary research will conducted in the form of questionnaires to analyse the decision-making process of undergraduates and graduates. From this research the findings will be discussed and conclusions will be made.

1. Introduction
Why This Subject?
Objectives
Chapter Summary

2. Literature Review
Introduction
Student Market
Past Research
Recent Research
Student Packages
Effect of Debt Levels
Importance of Loyalty
Graduate Research
Graduate Packages
Consumer Behaviour
Hypothesis

3. Methodology
Primary Research
Data Collection
Questionnaire Design
Sampling
Graduate Research
Secondary Research

4. Findings and Analysis
Undergraduate Results
Regional Results
Graduate Findings and Analysis

5. Conclusion
Findings
Undergraduates
Graduates
Limitations
Further Research

References

Bibliography

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