Consumer Behaviour Analysis of Gen Y on Banking Market

Abstract

This dissertation examines consumer behaviour on banking market in two countries, the Czech Republic and the United Kingdom. In particular, the decision making of consumer when it comes to choosing current bank account is investigated. This study tries to prove how the internal and external factors might influence the different steps in the decision making process of Generation Y, in other words, students and graduates. The overall findings suggest that there are no differences in the examined countries and that the residential country do not affect the bank selecting process. Nonetheless, significant difference with the current bank account satisfaction was found. Also, the results showed some different attitudes and preferences within Generation Y.