Customer Demographics and Geographic Affecting Bank Selection Preference: the Case of Undergraduate Students in Hanoi University of Agriculture

Only available on StudyMode
  • Download(s) : 447
  • Published : October 27, 2012
Open Document
Text Preview
ACKNOWLEDGEMENTS

Apart from the efforts of me, the completion of this thesis depends largely on the encouragement and guidelines of many others. I take this opportunity to express my gratitude to the people who have been supporting me to do this thesis. Firstly, I would like to express my deepest thanks to, Assoc. Prof. Mai Thanh Cuc, a lecturer at Faculty of Economic and Rural Development, and also assign, as my supervisor who had guided me a lot of task. Secondly, I owe a debt of gratitude to Prof. Jeremy Foltz, a lecturer at the University of Wisconsin for the vision and foresight which inspired me to conceive this research. I also want to thank the lecturers and staffs of Faculty of Accounting and Business Management for their cooperation during I complete the final year project that had given valuable information, suggestions and guidance in the compilation and preparation this final year project report. Deepest thanks and appreciation to my parents, family, special mate of mine, and others for their cooperation, encouragement, constructive suggestion and full of support for the report completion, from the beginning till the end. Last but not least, my thanks to to all of my friends and everyone, that have been contributed by supporting my work and help myself during the final year project progress till it is fully completed. With warm regards,

Do Thi Minh Thuy

TABLE OF CONTENT

ACKNOWLEDGEMENTSi
TABLE OF CONTENTii
LIST OF TABLESiv
LIST OF FIGURESv
CHAPTER 1. INTRODUCTION1
1.1Rationale of the Study1
1.2Objectives of the Study2
1.3Research questions2
1.4 The importance of the specific research questions3
CHAPTER 2. LITERATURE REVIEW5
2.1 Lessons of previous researches5
2.1.1The segment of undergraduate students5
2.1.2 The importance of criteria in customer bank selection5 2.1.3 The factors affecting customer preferences in bank selection6 2.1.4Important concepts8
2.2Facts that are discovered from banking system in Vietnam11 2.2.1The application of econometric models in finding the factors affecting students’ evaluation of criteria.11 2.2.2Contextual framework of the Vietnamese banking industry11 CHAPTER 3. METHODOLOGY14

3.1Research area – Hanoi University of Agriculture (HUA)14 3.2Data collection15
3.2.1 Research sample15
3.2.2Secondary data:15
3.2.3Primary data:16
3.3Data classification and analysis18
3.3.1Data classification18
3.3.2Descriptive statistics19
3.3.3Linear regressions19
CHAPTER 4. FINDINGS AND DISCUSSIONS25
4.1Criteria in bank selection of students in HUA27
4.1.1Data classification27
4.1.2 The rank of importance between criteria28
4.1.3 The rank of importance between categories30
4.2The effects of major demographics and geographics on bank selection of students in HUA32 4.2.1Descriptive statistics results32
4.2.2Regression results and discussion46
CHAPTER 5. COCLUSIONS AND IMPLICATIONS OF FINDINGS53
5.1Conclusions53
5.2Implications of Findings55
5.2.1Recommendations for bank’s marketers55
5.2.2Recommendations for policy makers57
5.2.3 Shortcomings of the research and recommendation for following studies57 REFERENCES59

LIST OF TABLES

Table 4.1: Respondents’ profile26
Table 4.2: Criteria classification – Categories of criteria27 Table 4.3: The importance of each criterion in bank selection of students in HUA29 Table 4.4: The importance of each category in bank selection of students in HUA32 Table 4.5: Differences in bank selection criteria by Gender34 Table 4.6: Differences in bank selection criteria by Major38 Table 4.7: Differences in bank selection criteria by Hometown region43 Table 4.8: Regression results for estimation of “Convenience”47 Table 4.9: Regression results for estimation of “People influence”48 Table 4.10: Regression results for estimation of “Satisfaction”49 Table 4.11: Regression results for estimation...
tracking img