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...

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Main Authors: Ang, May Pheng, Ang, Hwee Koon, Tan, Elaine Wee Gek
Other Authors: Hooi Den Huan
Format: Final Year Project
Language:English
Published: 2015
Subjects:
Online Access:http://hdl.handle.net/10356/64494
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.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
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business
spellingShingle DRNTU::Business
Ang, May Pheng
Ang, Hwee Koon
Tan, Elaine Wee Gek
Banks' marketing strategies towards the undergraduate market
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.
author2 Hooi Den Huan
author_facet Hooi Den Huan
Ang, May Pheng
Ang, Hwee Koon
Tan, Elaine Wee Gek
format Final Year Project
author Ang, May Pheng
Ang, Hwee Koon
Tan, Elaine Wee Gek
author_sort Ang, May Pheng
title Banks' marketing strategies towards the undergraduate market
title_short 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_sort banks' marketing strategies towards the undergraduate market
publishDate 2015
url http://hdl.handle.net/10356/64494
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