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
1.1Background of the study
1.2Statement of the problem
1.3Objective of study
1.4Research question
1.5Formulation of Hypothesis
1.6Scope and limitation of the study
1.7Significance of study
References
CHAPTER TWO:LITERATURE REVIEW
2.1Theatrical Background
2.1.1Marketing concept
2.2Banking service
2.3Factors customer consider in selecting their banks
2.3.1Location factors in influencing the marketing of financial services in Lagos and Aba market.
CHAPTER THREE:RESEARCH METHODOLOGY
3.1Types of data
3.2Research design
3.3Research instrument
3.4Pre- test of questionnaire
3.5Determination of population size
3.6Questionnaire administration
3.7Response rate
CHAPTER FOUR:DATA PRESENTATION AND ANALYSIS
4.1Preamble
4.2Data analysis profile of Bank official
4.3Data analysis for Bank customer
4.4Testing of Hypothesis/Research question
CHAPTER FIVE:SUMMARY OF FINDINGS,
RECOMMENDATIONS AND CONCLUSION.
5.1Summary of findings
5.2Recommendations
5.3Conclusion
Bibliography
Appendices
