Factors influencing the decision to choose debit cards : Case: Student customers

Abstract

To understand the behavior of consumers and the factors influencing their decision to choose the product/services is important for marketers and business strategists. But different customer groups can have different behaviors, perceptions and can be influenced differently. Therefore different strategies and marketing policies will be applied for different customer groups. The studies about the debit card usage of student group in Vietnam are not deep or full enough. Therefore in this thesis the main purpose was to study student customers, specifically to find out what are the factors influencing the decision of students to use debit cards and how are their levels of influence, then to give recommendation to LienVietPostBank, the bank which request this study. The theoretical study of the research examined about the consumer behavior, and the debit card usage. Quantitative research with the participation of 168 respondents was implemented in this thesis. All of the respondents were students who are studying in two Universities (Hanoi Mine University and National Economics University) in Vietnam. The findings show that more than 18 factors have influence on the decision to use a debit card, the factor ‘’service attitude of the bank employee’’, ‘’the reputation of the bank’’, ‘’the safety to use the debit card’’, ‘’the ease of use’’, ‘’ATM and POS network and the factor ‘’ introduction of friends, relatives to use debit card’’ are the most influential.