ABSTRACT
Banks are established to make profits. Are these profits made at me expense of the customers or is it as a result of the seminar provided by these banks.
This study attempts to highlight those key factors that different banks managements will consider in their choice of branch locations and customers preferences for their choice of banks to serve them. This will enable banks to focus on the critical factor that affect market preferences.
The study was done using survey research design with questionnaire as due key instrument for collecting primary data. A total of 1000 and 200 bank customer and officials questionnaire respectively were duly completed and analyzed. Based on the analysis of the generated formulated hypothesis were tested at 95% level of significance using 2 test of proportion.
The underlisted constitute some of the major findings of the study, management of Banks have special preference for large markets like Lagos and Aba for their branch locations. Marketing activities of banks in these large markets are directed at protecting and expanding their stream of revenues in these areas. Banks in both markets describe the nature of their banking business in terms of the product/services they offer and their I.T power.
In the light of these findings, the study recommends that, Banks should posses profitable and complete range of product, continuous product service innovations and improvements. Banks should always invest heavily in information technology to remain relevant and profitable. As banks must to open branches in these markets, it is appropriate for banks to make their customer dependent on them and gain their trust and confidence.
TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
List of Tables
CHAPTER ONE: INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Objective of study
1.4 Research question
1.5 Formulation of Hypothesis
1.6 Scope and limitation of the study
1.7 Significance of study
References
CHAPTER TWO: LITERATURE REVIEW
2.1 Theatrical Background
2.1.1Marketing concept
2.2 Banking service
2.3 Factors customer consider in selecting their banks
2.3.1 Location factors in influencing the marketing of financial services in Lagos and Aba market.
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Types of data
3.2 Research design
3.3 Research instrument
3.4 Pre- test of questionnaire
3.5 Determination of population size
3.6 Questionnaire administration
3.7 Response rate
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Preamble
4.2 Data analysis profile of Bank official
4.3 Data analysis for Bank customer
4.4 Testing of Hypothesis/Research question
CHAPTER FIVE: SUMMARY OF FINDINGS,
RECOMMENDATIONS AND CONCLUSION.
5.1 Summary of findings
5.2 Recommendations
5.3 Conclusion
Bibliography
Appendices
