Financial Services Marketing Of Credit Card Receptive To University Students In UK

Bachelor Thesis , 2010 , 63 Pages , Grade: A

Business economics - Business Management, Corporate Governance

Credit cards have become a popular payment system used in many UK universities. Students in universities are turning to credit card companies for financial assistance with the aim of boosting their income and building credit history. This dissertation delves into the issue of marketing financial services of credit cards receptive to university students in UK.

Chapter 1 presents the background of research, aims and objectives, and justification of study. The main aim of this research is to investigate the attitudes of students towards credit card services, and present student friendly promotional strategies expected from financial institutions. Chapter 2 provides an analysis of literature on the emergence of marketing financial services in UK and major aspects of credit card services in universities. This research integrates questionnaires with secondary sources, as discussed in chapter 3. The major findings in chapter 4 indicate that many students are not satisfied with credit card services because they lack financial knowledge. Further analysis in chapter 5 indicates that banks need to focus on financial education, personal selling, and internet marketing when promoting credit cards. Banks should collaborate with universities to promote credit card services and establish a long time relationship with students.

Inhaltsverzeichnis (Table of Contents)

• Chapter One: Introduction
• 1.0 Introduction
• 1.1 Aims and Objectives
• 1.2 Significance of the Research
• 1.3 Structure of Research
• Chapter Two: Literature Review
• 2.0 Introduction
• 2.1 Emergence of Financial Services in Britain
• 2.2 Features of Financial Services Marketing
• 2.3 Credit Card as a Payment System
• 2.3.1 Advantages of Using Credit Cards
• 2.3.2 Disadvantages of Credit Cards
• 2.4 Need for Marketing Credit Cards in UK Universities
• 2.5 Attitudes of Students on Credit Cards
• 2.6 Strategies of Optimizing Credit Card Usage
• 2.6.1 Protecting University Students from Bad Usage of Credit Cards
• 2.7 Summary
• Chapter Three: Methodology
• 3.0 Introduction
• 3.1 Methodology
• 3.2 Ethical Consideration
• 3.3 Sample Design
• 3.3.1 Sample Size
• 3.3.2 Sampling Method
• 3.4 Institutions Targeted
• 3.5 Method of Data Collection
• 3.5.1 Advantages of Questionnaires
• 3.5.2 Limitations of Questionnaires
• 3.5.3 Questionnaire Design and Conduct
• 3.6 Summary
• Chapter Four: Findings
• 4.0 Introduction
• 4.1 Presentation of Data and Analysis
• 4.1.1 Analysis of Questionnaire
• 4.2 Summary
• Chapter Five: Discussion
• Chapter Six: Conclusion
• 6.0 Conclusion
• 6.1 Limitation of Study
• 6.2 Implication for Further Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation examines the marketing of financial services, specifically credit cards, to university students in the United Kingdom. The research aims to understand the attitudes of students towards credit card services and to identify effective promotional strategies for financial institutions. The study explores the challenges and opportunities of targeting this demographic. Here are some key themes explored in the text: * **Credit card usage among university students in the UK:** This includes the prevalence of credit card use, the reasons for using credit cards, and the potential benefits and risks associated with their use. * **Attitudes of students towards credit card services:** The research investigates students' perceptions of credit cards, their awareness of different card options, and their expectations of financial institutions. * **Effective marketing strategies for credit cards:** The study analyzes different marketing approaches, including traditional advertising, digital marketing, and collaborations with universities, to determine the most effective strategies for reaching and engaging students. * **Financial education and responsible credit card use:** The importance of financial literacy and its role in promoting responsible credit card use among students is explored. * **The impact of credit card marketing on student financial well-being:** The research investigates the potential consequences of aggressive credit card marketing practices on students' financial stability.

Zusammenfassung der Kapitel (Chapter Summaries)

* **Chapter One: Introduction** - This chapter provides an overview of the research, outlining its aims, objectives, and significance. It also introduces the structure of the study and the key questions that it seeks to address. * **Chapter Two: Literature Review** - This chapter presents a comprehensive review of existing literature on the topic of financial services marketing, with a specific focus on credit card services in the UK. It explores the emergence of financial services in Britain, the characteristics of financial services marketing, and the advantages and disadvantages of credit cards. The chapter also examines the need for marketing credit cards in universities and discusses the attitudes of students towards these products. Finally, it explores strategies for optimizing credit card usage, including measures to protect students from irresponsible use. * **Chapter Three: Methodology** - This chapter details the research methodology used in the study, outlining the data collection methods, sample design, and ethical considerations. It explains the use of questionnaires and secondary data sources to gather information and analyzes the advantages and limitations of this approach. * **Chapter Four: Findings** - This chapter presents the findings of the research based on the analysis of collected data. It explores key trends and insights related to student attitudes towards credit cards, their preferences for financial institutions, and their experiences with credit card services. * **Chapter Five: Discussion** - This chapter analyzes the findings in the context of the literature review and discusses their implications for financial institutions and the future of credit card marketing. It explores the need for financial education, the effectiveness of different marketing strategies, and the potential impact of marketing practices on student financial well-being.

Schlüsselwörter (Keywords)

Financial Services Marketing, Credit Cards, University Students, UK, Marketing Strategies, Consumer Attitudes, Financial Education, Responsible Credit Card Usage, Student Finance.

• College: King`s College London
• Grade: A
• Author: Alex Johnson (Author)
• Publication Year: 2010
• Pages: 63
• Catalog Number: V269298
• ISBN (eBook): 9783656604389
• ISBN (Book): 9783656604396
• Language: English
• Tags: financial, services, marketing, credit, card, receptive, university, students