Banks' marketing strategies towards the undergraduate market
This report presents findings to the following objectives: firstly, to understand the marketing strategies used by banks; secondly, to measure the undergraduates' awareness of these banking services; thirdly, to measure the profit potential of the undergraduate market and finally, to determ...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/64494 |
| _version_ | 1826127894945988608 |
|---|---|
| author | Ang, May Pheng Ang, Hwee Koon Tan, Elaine Wee Gek |
| author2 | Hooi Den Huan |
| author_facet | Hooi Den Huan Ang, May Pheng Ang, Hwee Koon Tan, Elaine Wee Gek |
| author_sort | Ang, May Pheng |
| collection | NTU |
| description | This report presents findings to the following objectives:
firstly, to understand the marketing strategies used by banks; secondly, to measure the undergraduates' awareness
of these banking services; thirdly, to measure the profit
potential of the undergraduate market and finally, to
determine the most influential factors that influence the
undergraduates when utilising banking services.
The research techniques used to collect the primary and
secondary data included a combination of personal
interviews, telephone interviews, mail questionnaires and
literature review.
The sampling variables were circumscribed to
undergraduates from NTU and NUS, graduates within 5 years
of graduation and full-licensed banks located in
Singapore.
Research findings conclude that the big 4 local banks:
DBS, OCBC, OUB, UOB have the lion share in the
undergraduate market with focused marketing efforts to
develop customised strategies for this segment. Also, it
was found that the DBS Tuition Fee Loan received most
recognition from the undergraduates. Other significant findings include the rapid growth of the
undergraduate population, the inertia of undergraduates
and graduates in closing existing bank accounts as well as
the graduates' need for more sophisticated banking
products.
Finally, it was found that convenience is the most
significant factor influencing an undergraduate's
operation of savings and current accounts, followed by
better rates and financing purpose for the savings
accounts and current accounts respectively. |
| first_indexed | 2024-10-01T07:16:00Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/64494 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:16:00Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/644942023-05-19T07:23:09Z Banks' marketing strategies towards the undergraduate market Ang, May Pheng Ang, Hwee Koon Tan, Elaine Wee Gek Hooi Den Huan Nanyang Business School DRNTU::Business This report presents findings to the following objectives: firstly, to understand the marketing strategies used by banks; secondly, to measure the undergraduates' awareness of these banking services; thirdly, to measure the profit potential of the undergraduate market and finally, to determine the most influential factors that influence the undergraduates when utilising banking services. The research techniques used to collect the primary and secondary data included a combination of personal interviews, telephone interviews, mail questionnaires and literature review. The sampling variables were circumscribed to undergraduates from NTU and NUS, graduates within 5 years of graduation and full-licensed banks located in Singapore. Research findings conclude that the big 4 local banks: DBS, OCBC, OUB, UOB have the lion share in the undergraduate market with focused marketing efforts to develop customised strategies for this segment. Also, it was found that the DBS Tuition Fee Loan received most recognition from the undergraduates. Other significant findings include the rapid growth of the undergraduate population, the inertia of undergraduates and graduates in closing existing bank accounts as well as the graduates' need for more sophisticated banking products. Finally, it was found that convenience is the most significant factor influencing an undergraduate's operation of savings and current accounts, followed by better rates and financing purpose for the savings accounts and current accounts respectively. BUSINESS 2015-05-27T05:27:11Z 2015-05-27T05:27:11Z 1992 1992 Final Year Project (FYP) http://hdl.handle.net/10356/64494 en Nanyang Technological University 145 p. application/pdf |
| spellingShingle | DRNTU::Business Ang, May Pheng Ang, Hwee Koon Tan, Elaine Wee Gek Banks' marketing strategies towards the undergraduate market |
| title | Banks' marketing strategies towards the undergraduate market |
| title_full | Banks' marketing strategies towards the undergraduate market |
| title_fullStr | Banks' marketing strategies towards the undergraduate market |
| title_full_unstemmed | Banks' marketing strategies towards the undergraduate market |
| title_short | Banks' marketing strategies towards the undergraduate market |
| title_sort | banks marketing strategies towards the undergraduate market |
| topic | DRNTU::Business |
| url | http://hdl.handle.net/10356/64494 |
| work_keys_str_mv | AT angmaypheng banksmarketingstrategiestowardstheundergraduatemarket AT anghweekoon banksmarketingstrategiestowardstheundergraduatemarket AT tanelaineweegek banksmarketingstrategiestowardstheundergraduatemarket |