Transcript
TB&T TeamGoldMarketing Research Presentation
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Texas Bank and Trust
Team Gold
April McCamey Lauren Llanes Jacob Clay
Josh Puryear Amaris Montes Cullen Griffin
Texas Bank and Trust
About TB&T
HistoryOriginally established as First State Bank of Longview in 1958. First State Bank of
Longview originally started with 2.6 million in assets. Just 4 years later it had its first official name change to Longview Bank and Trust.
Culture
The directors, officers and employees of Texas Bank and Trust are committed to providing exceptional service and quality products.
Texas Bank and Trust today stands as one of the state’s strongest independent financial institutions, offering a brand of banking that is as difficult to duplicate as it is easy to recognize.
Texas Bank and Trust
Proposal
Our proposal presents certain scenarios that will allow us to obtain data that will help Texas Bank and Trust accomplish their goal of
reaching Generation Y. Although Generation Y includes a very large age range, we will focus on traditional college students (Ages 17- 23) at LeTourneau, while also trying to reach as many others as possible
through social media (e.g. facebook, twitter).
ProblemStatements
The Texas Bank and Trust
The SymptomsPrimary consumer Generation Baby Boomer will soon transfer consumer rights to Generation Y
Traditional college students having lived in the region of Texas Bank and Trust are not using Texas bank and Trust for their banking needs.
Texas Bank and Trust is not retaining traditional college students customer.
The Texas Bank and Trust
Probable cause of SymptomsGeneration Y are the current college students and young entrepreneurs.
Texas Bank and Trust is not appealing to traditional college students.
Texas Bank and Trust are still working towards the variety of products and services desired by traditional college students.
Texas Bank and Trust is not effectively marketing to traditional college students.
Texas Bank and Trust
HypothesisOur hypotheses is that certain banking features are not as
important to college students as the older generations assume is true. During our meeting with Texas Bank and Trust executives we determined that they felt as thought things such as Peer-to-Peer transfer we going to be prevalent in the near future. Our hypothesis is that college students are not using ATM’s to get
cash, they are unaffected by the availability of a physical banking
locations, and they require both online and mobile banking.
Texas Bank and Trust
Objectives of Research
Current Banking HabitsCollect data from traditional students concerning their current banking habits.
Factors Affecting Banking
Determine factors affecting banking decisions for a traditional college student.
Banking NeedsDetermine the banking needs of traditional college students.
Level of ImportanceDetermine the importance of banking features to college students.
Based on the expressed needs of Texas Bank and Trust to reach both Generation X and Y, we have developed four research objectives that will attempt to bridge the information gap between the bank and the two expressed generations. Our goal is to be able to paint a clear picture for Texas Bank and Trust
Executives of college students banking needs, habits, and experiences.
Texas Bank and Trust
Research Questions• Do you use the same bank as
your parents?
• Do you have a checking and/or savings account?
• How do you deposit checks?
• How frequently do you use the ATM?
• How satisfied are you with
certain features at your current bank?
• What features are most important to you?
• What features do you desire in a mobile application?
• How do you obtain cash?
Texas Bank and Trust
Delimitation of the Study
What age bracket do you fall in?
What is your gender? Are you a U.S. Citizen?
Are you an international student?
Do you attend LeTourneau University?
What is your student classification?
Are you a missionary kid?
Hometown with 60 miles of LeTourneau
Texas Bank and Trust
MethodologyResearch Design
Population
Sampling
Sources of Data
Instrumentation
Validity and Reliability
Analysis Plan
Procedure and Time
Research Strategy
Texas Bank and Trust
Research Design
Thesis Statement Sample obtained
Traditional College Student Habits, Decisions, Needs
Texas Bank and Trust
PopulationGeneration Y
Traditional College Student
Individual seeking higher education
Not high school dual credit
Not career established
Defined by a period of time
Texas Bank and Trust
Sampling
Valid surveys: 157
Representation of the population
- LeTourneau University
• Traditional College Students
Texas Bank and Trust
Instrumentation
Focus Groups
Online Survey (Qualtrics)
Texas Bank and TrustValidity and Reliability of Instruments
STEP1 STEP2 STEP3Survey – Process
of EliminationFocus group-
Minimal ConcernAssumtions that
LETU is similar to other colleges
Benefit: Higher average of out-of-state traditional college students
Texas Bank and Trust
Analysis PlanMale and Female
Hometown
Parent Relationship
Psychological
Features
With 60 miles of LeTourneau
With 60 miles of Outside of 60 mile radius of LeTourneau
Texas Bank and TrustProcedure and Time
FrameFocus Groups and Distributing Survey
Qualtrics and Excel
3 Months
Texas Bank and Trust
Strategy to Conduct Research• Assess the needs of TB&T
• Discover the questions that need answers
• Create and Modify Proposal
• Obtain Feedback
• Focus Groups
• Create survey
• Distribute, analyze and Interpret survey.
• Present Information and provide recommendation
Texas Bank and Trust
2008 2009 2010 20110
25
50
75
100
Analysis and Interpretation
Texas Bank and Trust
SubgroupsGroup 1
Gender, LETU student, and if their hometown is outside of a 60 mile radius from LETU campus Client
Group 2Gender, and LETU studentGroup 3
Gender, and Enrolled in College
Males
12. How satisfied are you with your bank?
Males
16. How often do you use an ATM per month
Males
17. How often do you use online banking?
Males
18. How frequently do you visit your bank branch per month?
56% 34% 10%
Males
19. According to you, rank how satisfied you are with these features
Males
20. According to you, rank the importance of these banking features. 1 least important, and
5 most important.
Males
21.What features do you desire in a mobile application? (Check all that
apply)
Males
12. How often do you use an ATM per month
Males
22. What banking features do you use? (Check all that apply)
Females
12. Is this the same bank your parents use.
Females
13. How Satisfied are you with your bank.
Females
How do you obtain cash?
Females
How often do you go to the ATM?
Females
What do you desire in a mobile application?
Findings!
Conclusion!
Recommendations!
Goodluck!
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