Brand Image influence on customer behavior in UK Commercial Banks

The financial services industry has gone through dramatic changes over the past few years. Recent economic changes have had a significant impact on the retail banking industry. Consumers reduce their trust in financial services industry and became more sophisticated in their choice. New forms of technology have created a highly competitive market and financial service organizations put more emphasis on identifying the profitable segments and then targeting their marketing strategies to reach the selected segments. In this respect, the research explores a young customer segment, which appears to have grown over the last ten years. Moreover, the young customers segment provides excellent opportunities for financial institutions, with many banks seeking to acquire customers at an early age to retain them over time. The research study examines the nature of the buyer behavior of international students. It identifies recent changes in consumer behavior, explores young consumers' perceptions and attitudes towards HSBC, and defines the main criteria used in international students' bank selection.