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C/M/1633. Dissertation. Consumer behaviour in retail banking: how University students choose their banks

WORDS:
9800
DATE:
2010
PRICE:
99.99 GBP

The dissertation investigates the features of consumer behaviour (CB) towards banking to identify criteria used by undergraduate and postgraduate students of the Bucks New University UK in selecting their banks. The review of literature touches on the theory of CB, consumer loyalty, customer satisfaction, the features of CB within the commercial banking sector, the principles of bank selection by consumers, etc. The methodology of the research is based on the qualitative approach to the analysis of primary data obtained via a questionnaire, and secondary sources. Conclusions are made about the role of consumer psychology and the factors that influence the decision making of the consumer with regard to the choice of a bank.

 

KEYWORDS: Dissertation, Consumer behaviour, banking, Bucks University students,

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