Analýza postojů studentů středních škol k bankovnímu produktu

Abstract

The thesis aims to bring the issue of student behaviour in the banking market and analyze their attitudes to the student account. The theoretical section discusses the social, cultural and psychological influences on the purchasing decision process. Characteristic of the market describes the indicators of the banking market and competition between student bank accounts. In the analysis, I draw data from primary research (questionnaire survey), which took place in secondary schools in the town Šumperk. The analysis showed that the students are mostly influenced in deciding by their parents. Student´s attitude towards student bank accounts are rather positive. Following recommendations aim to improve the promotion on the internet and in schools.