Tài liệu Factors affecting the decision to choose to save money by individual client in nam viet commercial joint stock bank in ho chi minh city, viet nam

RESEARCH PROJECT (BMBR5103) Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Ho Chi Minh City, Viet Nam STUDENT’S FULL NAME STUDENT ID INTAKE ADVISOR’S NAME & TITLE : : : : NGUYEN THY NGOC DUNG CGSVN00014960 MBAOUM0313 Assoc.Prof.Dr.NGUYEN PHAN SEPTEMBER 2014 Advisor’s assessment ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ Advisor’s signature ABSTRACT Amid of the banks market have too much disturbance, the information about the scheme of the bank restructuring, merger and consolidation, then the information on bad debts, limited distribution of credit growth... All factors affected the psychology of customers of the decision to save money. The subject “Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Ho Chi Minh City, Viet Nam.” with the aim of identifying the factors determining the selection of banks and the impact of these factors to understand more clearly about the psychology of customer transactions in bank deposits. Theoretical basis of the study of model based on the SERVQUAL measurement of service quality (Parasuraman, Zeithaml and Berry, 1985) and previous studies to apply in time 2013. The basic assumption of the measurement was that customers can evaluate a firm's service quality by comparing their perceptions with their expectations. The study was carried out in two steps as qualitative research and quantitative research. The results analysis will show that factor of bank policies will affect to the most important decisions made by customer’s choice when deciding to save money in Navibank, followed by the sympathy factor, an ability to satisfy of the bank and all the variables are related in the same direction with the decision of the customer’s choice. ACKNOWLEDGEMENTS A completed study would not be done without any assistance. Therefore, the author who conducted this research gratefully gives acknowledgements to their support and motivation during the time of doing this research as a requirement of completing my Master of Business Administration. First of all, I would like to express my endless thanks and gratefulness to my supervisor Assoc.Prof.Dr.Nguyen Phan. His kindly support and continuous advises went through the process of completion of my thesis. Without his motivation and instruction, the study would have been impossible to be done effectively. A part from doing this, I would like to state my thanks to Open University Malaysia in collaboration with HUTECH University, academic lecturers and staff at HUTECH Institute of International Education, where brings this program to Vietnam for us be able to joint such a great program. My special thanks approve to my parents for their endless love, care and have most assistances and motivation me. I also would like to explain my thanks to my sister for her support and care me all the time. Finally, my deeply thanks come to all members in my Class K08A with their kindly support during time I joint this program. With Kindest Regards, NGUYEN THY NGOC DUNG LIST OF TABLES Table 3.1: The Empathy’s Likert Scale……………………………………………………….32 Table 3.2: The Assurance’s Likert Scale……………………………………………………...33 Table 3.3: The Reliability’s Likert scale………………………………………………………33 Table 3.4: The Tangible Facilities Likert scale……………………………………………….34 Table 3.5: The Responsiveness Likert scale…………………………………………………..35 Table 4.1: The Characteristics of the Study Sample…………………………………………42 Table 4.2: The Cronbach Alpha of the measuring scales…………………………………….44 Table 4.3: The KMO index of the measuring scale…………………………………………...45 Table 4.4: The Empathy Component Matrix…………………………………………………46 Table 4.5: The Assurance Component Matrix……………………………………...………...46 Table 4.6: The Reliability Component Matrix……………………………………...………...48 Table 4.7: The Tangible Facilities Component Matrix……………………………...……….49 Table 4.8: The Responsiveness Component Matrix…………………………………...……..50 LIST OF FIGURES Figure 2.1: The integrated Gaps model of service quality…………………………………...22 Figure 2.2: The 10 determinants of service quality……………………………………….….23 Figure 3.1: Research Process………………………………………………………………......30 Figure 3.2: The originally planned research model…………………………………………..35 Figure 4.1: The Gender Structure Analysis……………………………...…………………...38 Figure 4.2: The Age Structure…………………………………………………………………39 Figure 4.3: Qualification Structure……………………………………………………………40 Figure 4.4: The Income Structure……………………………………………………………..41 CONTENTS ABSTRACT.....................................................................................................................................1 ACKNOWLEDGEMENTS............................................................................................................ 2 LIST OF TABLES.......................................................................................................................... 3 LIST OFIGURES........................................................................................................................... 4 CHAPTER 1: DISERTAION ITRODUCTION....................................................................... 8 1. The Necessity of Research Topics:............................................................................................10 1.2 Research Problem:...................................................................................................................11 1.3 Questions of the Research:.......................................................................................................11 1.4 Research Objectives:................................................................................................................12 1.5 Subjects and Scope Of Research:............................................................................................12 1.6 Research Methodology:...........................................................................................................12 1.7 Practical Implications of The Research:................................................................................ 13 1.8 Layout of The Dissertation:................................................................................................... 13 CHAPTER 2: LITERATURE REVIEW AND THEORETICAL STUDY......................... 15 2.1 Theoretical Foundations of The Savings Deposit’ Products:..................................................15 2.2 Basic theoretical for services, banking services, consumer behavior and the measurement model of service quality:..............................................................................................................16 2.2.1 The concept of services:........................................................................................................17 2.2.2 Banking Services:.................................................................................................................18 2.2.3 Consumer behavior and the bank selection:………………………………………….........18 2.2.3.1 Customer Behavior:...........................................................................................................18 2.2.3.2 The bank selection of the customer:..................................................................................21 2.2.4 The measurement model of service quality – SERVQUAL:..............................................21 2.3 Previous research model:........................................................................................................ 25 2.4 Summary:.................................................................................................................................27 CHAPTER 3: RESARCH METHODOLOGY........................................................................28 3.1 Selection Methods:.................................................................................................................. 28 3.2 Preliminary Research:..............................................................................................................28 3.3 The Secondary Research:.........................................................................................................29 3.4 Research sample dimension:....................................................................................................30 3.5 The concept studies, scales and the theory:............................................................................ 30 3.7 Data Collection:...................................................................................................................... 34 3.8 The method of data analysis:.................................................................................................. 34 3.9 Summary:.................................................................................................................................35 CHAPTER 4: THE RESEARCH RESULTS ANALYSIS..................................................... 36 4.1 Introduction:............................................................................................................................36 4.2 Described Sample Statistical Analysis:.................................................................................. 36 4.2.1 The Gender Structure Analysis:............................................................................................36 4.2.2 The Age Structure Analysis:.................................................................................................37 4.2.3 The Qualification Structure Analysis:................................................................................. 37 4.2.4 The Income Structure Analysis:.......................................................................................... 38 4.3 The Characteristic of the Study Sample:.................................................................................39 4.4 The analysis and assessment of customers on the factors affecting to choose theNavibank:..40 4.4.1 Assessment of the reliability scale:.......................................................................................41 4.4.2 The analysis of factors affecting decision to choose the Navibank:.....................................41 4.4.3 Analysis on the factor measuring scale of the customer’s perception about the Empathy:..42 4.4.4 Analysis on the factor measuring scale of the customer’s perception about the Assurance:. ……………………………………………………………………………………………………46 4.4.5 Analysis on the factor measuring scale of the customer’s perception about the Reliability:. ……………………………………………………………………………………………………50 4.4.6 Analysis on the factor measuring scale of the customer’s perception about the Tangible Faculties:......................................................................................................................................54 4.4.7 Analysis on the factor measuring scale of the customer’s perception about the Responsiveness……………………………………..…………………………………….......... 58 4.5 Regression Analysis:...............................................................................................................63 4.5.1 Regression models Development:........................................................................................63 4.5.2 Evaluative appropriateness of the regression model:...........................................................64 4.5.3 Testing the appropriateness of the regression model:..........................................................65 4.5.4 The significance of the partial coefficients in the model:....................................................65 4.5.5 Testing hypothesis:...............................................................................................................66 4.6 Summary:.................................................................................................................................67 CHAPTER 5: CONCLUSION, LIMTAIONS AND RECOMENTDATIONS.....................70 5.1 Conclusions:.............................................................................................................................70 5.2 The several suggested polices recommendation:.....................................................................70 5.2.1 The policy factors related to empathy:..................................................................................70 5.2.2 The policy factors group related to bank policy:................................................................. 72 5.2.3 Group policy factors related to the responsiveness:............................................................ 72 5.3 The limitation of the thesis:.................................................................................................... 73 REFRENCE.................................................................................................................................74 APENDIX 1: THE RESARCH QUESTIONAIRES.................................................................... 75 APENDIXI: NDIVDUAL OPINONS QUESTIONAIRES.......................................................... 75 CHAPTER 1: DISSERTATION INTRODUCTION 1. The Necessity Of Research Topics: Based on a reality survey of the behavioral of customer’s choice for savings deposits in the banks as follows:  The first case: The case of Ms. Nguyen Thi Thu Hue (District 3, Ho Chi Minh City) is a typical; recently she went to the “T.” bank branch to withdraw the savings banks only by raising interest rates at 6.8% per year to switch to another bank willing to pay 8% interest for her. "The tough economic times, lower deposit rates to 1% of the difference is a problem “Ms. Hue said.  The second case: Ms. Tran Thi Hai, District 8, Ho Chi Minh who has a savings coming due. Often, she will enter the capital and interest to continue forward, but this time she quite hesitated. The problem is that Ms. Ha weigh while many banks have announced they are classified on group 1-2 from the National Bank that meaning the healthy banks, the credit growth in 2012 at a pretty. Then she's bank savings, the staff kept saying not received official letters about this. As a result, she is quite disturbed that banks silent or avoids questions about the grouping of credit growth.  The third case: Ms. Nguyen Mai Lan Anh in Binh Thanh district, Ho Chi Minh City, said that banks in the group that does not matter to me, because deposit rates are equal and more importantly, she believe that the government will not let any banking collapse. Therefore, the only problem is the attitude to serve the customer of the bank that will makes the customer satisfy. So, based on the above cases, we can find out the problems of the customer when they are so weigh to decide which bank that they will choose to save their money. Furthermore, when Vietnam joined the WTO, more and more customers have more choice of banks with 100% foreign experience for hundreds of years with the services is more professional appearance, and then will compete more aggressively. Therefore, the competitive challenges of the foreign banks to domestic banks will be increasing. According to a recent survey by The United Nations Development Program (UNDP, 2008), in collaboration with the Ministry of Planning and Investment in 2008, with 42% of enterprises and 50% of people interviewed said that when financial markets open, they will choose to borrow money in foreign banks rather than domestic banks! Preliminary results of this study also indicate whether the banking market bustling with the number of new banks and banking services to a few more years, but there have been plenty of customers to participate in survey respondents had changed bank transactions, or use the services of several banks at the same time. Therefore, to build the remittance behavior of individual customers, the banks need more information about the customer satisfaction as well as factors leading to the decision to select the bank to save money, to be the basis of planning strategies to improve the efficiency of capital mobilization. Thus, there should be a study to determine the factors affecting the deposits of bank customers to help answer the question: how to keep customers in an environment of increasingly fierce competition? So that, we always eager to learn customer expectations when they dealing in Nam Viet Commercial Joint Stock Bank. What factors affecting Nam Viet Commercial Joint Stock Bank to decide to save money and how to improve efficiency mobilization? This is why the subject of: “Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Ho Chi Minh City, Viet Nam.” 1.2 Research Problem: In the business of banking, the mobilization capital and activity is often the most important. However, in recent years, the State Bank has set up a number of measures the bank handling violations and monetary policies to curb inflation. Practical problems have a huge impact on improving service quality, diversify products and expand its branch network, capacity and level of bank officials. In this situation, the research objective posed by this subject is analyzed factors affecting most important to customer deposits at banks. Then, it is the appropriate solution to enhance mobilization of Nam Viet Commercial Joint Stock Bank in a stable and sustainable demand for capital operating an efficient manner. 1.3 Questions Of The Research: In order to solve the problem posed research, the study was designed to find answers to the following: - What factors affect customer deposits at Nam Viet Commercial Joint Stock Bank? - The factors that affect the customer's deposit, the factors most influence on the decision to choose Nam Viet Commercial Joint Stock Bank savings deposits of customers every individual? - There are differences between the various clients of gender, qualification, environmental work and income affect banks decide whether or not? - Nam Viet Commercial Joint Stock Bank should implement measures to increase mobilization of deposits from individual customers? 1.4 Research Objectives: Based on the basis of answers to research questions to clarify research issues, this topic aims to achieve specific research objectives as follows: - Analyze the factors that affect customer deposits at Nam Viet Commercial Joint Stock Bank. - Find out the proposed solutions and policies to increase capital mobilization effectively with low cost. - Discover the difference in the bank choices to deposit of the customers affecting in gender, qualifications, income and the environment. 1.5 Subjects And Scope Of Research: Study subjects: the individual customer to deposit money in Nam Viet Commercial Joint Stock Bank. Scope of the Study: Nam Viet Commercial Joint Stock Bank, Ho Chi Minh City, Viet Nam. 1.6 Research Methodology: This study was done in Nam Viet Commercial Joint Stock Bank through two steps: (1) The preliminary studies using qualitative methods and, (2) The secondary research method by using the quantitative method. + Preliminary research: the qualitative method to identify the factors that affect customer deposit at Nam Viet Commercial Joint Stock Bank. The preliminary study was conducted through discussion or interview duel 10 financial experts, the transaction manager or customer service manager. Since then designed a questionnaire to interview customers with banking transactions. + Based on the above information, the secondary research conducted by quantitative methods, using construction methods detailed questionnaire with 5-level Likert scale. + After quantitative research, analyze collected data and identify factors that influence customers' deposits in Nam Viet Commercial Joint Stock Bank, a number of in-depth interviews will be conducted to understand the causes and look receive objective factors influence, from which conclusions and reasonable solution. 1.7 Practical Implications Of The Research: The study provides a number of practical implications for managers, staff working in particular Nam Viet Commercial Joint Stock Bank and across the whole system of Nam Viet Commercial Joint Stock Bank. Specifically as follows:  The research results help traders, who come into direct contact with customers to better understand customer behavior, thereby improve ourselves to better serve increasingly, this will help improve the bank's value in the eyes of their customers and to promote more customer come to the banks.  The results are also references to help the department related to the mobilization of new solutions to meet the increasingly diverse needs of customers in order to improve the efficiency of mobilization with the lowest cost.  At the same time, the research results are also references to the Board of Directors Nam Viet Commercial Joint Stock Bank proposed reasonable solutions to enhance reputation. From that, will help customers comfortable when using the products and services of the Nam Viet Commercial Joint Stock Bank. 1.8 Layout Of The Dissertation: The Dissertation is divided into 05 chapters:  Chapter 1: The Dissertation Introduction Introduce the basis of the dissertation, research objectives, research questions, scope and object of study, research methodology, and practical implications of the study and structure of the dissertation.  Chapter 2: Literature Review and Theoretical Study Theoretical foundations includes the theory of savings, the theory of services, banking services, consumer behavior and the measurement model of service quality.  Chapter 3: Research Methodology Based on theoretical modeling studies, this chapter will define the appropriate scale to measure the factors determining the choice of bank savings deposits at Nam Viet Commercial Joint Stock Bank. Presenting the research methods applied in the dissertation, describes the sample selection methods, sample of size determination, data collection methods and data analysis techniques.  Chapter 4: The Research Results Analysis Presentation of analysis results on the basis of the data that was done using SPSS 16.0 software, the model identified factors affecting the deposits of individual customers using money product’s savings.  Chapter 5: Conclusion, Recommendation, and Limitation of the Research Presentation of the conclusions of the study results, some policy suggestions to make to improve efficiency mobilization as well as the limitations outlined topics and suggestions for further research. CHAPTER 2: LITERATURE REVIEW AND THEORETICAL STUDY So, in the Chapter 1 that presented an overview of the research topic. At Chapter 2, we will presents the theoretical basis for savings deposits product and remittance behavior of individual customers, the theory of banking services, consumer behavior and service quality model “SERVQUAL” (Parasuraman, Zeithaml and Berry, 1985) . 2.1 Theoretical Foundations of The Savings Deposit’s Products: According to Dr. Kieu M. N. (2007) , the author mentions that the Capital mobilization’s activity is one of the major activities and most important of the Commercial Banks. This activity will bring the capital to the banks and may perform other activities as providing credit and services to the banking. Dr. Kieu M. N. also mentions that the Capital mobilization through a deposit account is a form of capital mobilization and brings the classic characteristics of individual commercial banks. Due to the needs and dynamics of customer deposits are varied and different, to attract depositors, commercial banks have designed and developed a variety of different deposit products. However, with the research “Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Viet Nam.”, the research stops to capital mobilization through business financing saving deposit. Thus, let finding what is the “Saving Deposit” mean? According to Dr. Kieu M. N.(2007) mentions that the Savings deposits are deposits of individuals are sent into savings accounts, was confirmed on bankbook, the interest rate as prescribed by organization whom take deposits and insured under the provisions of law on deposit insurance. Let’s talk more clearly, a savings deposit account is a type of bank account in which a person can deposit his or her money and have it earn interest. The savings deposit account is usually limited in several ways, including how many times a person can make transactions from the account, or in some cases how many times a person can make a deposit into the account per month. For example, Savings will often be deposited into a bank savings account where the funds will earn a nominal amount of interest and will be insured in most cases. In the United States, bank savings and checking accounts are insured by the Federal Deposit Insurance Corporation or FDIC. Savings accounts in countries other than the United States carry different terms that may even include different currency deposit options. Most major countries have their own versions of deposit insurance to protect the Savings accounts of the customers of financial institutions. Savings represent an important part of an individual’s, as well as a nation’s, basic assets. In 2005, IPA investigators Ashraf N., Karlan D. and Yin W. designed the first formal commitment savings product in collaboration with Green Bank of Caraga in the Philippines. The SEED (Save, Earn, and Enjoy Deposits) account provided individuals with the opportunity to voluntarily commit to restricting access to their savings. The terms of each commitment are customized, and individuals select either a savings goal date or amount. Individuals made continuous payments throughout their commitment period, and were restricted from withdrawing funds until they reached their self-specified goal. Aside from this commitment feature, the SEED account was identical to Green Bank’s normal savings account. Ashraf, Karlan and Yin conducted a field experiment to test the effectiveness of the SEED account with a sample of 1,777 randomly selected Green Bank clients. Individuals who were offered the SEED account, as well as individuals randomly assigned to a control group (which received the traditional savings account), were surveyed once at baseline and then again one year later in order to measure changes in savings, attitudes and household economic decisions. Researchers found an 81% increase in savings among those clients who had opened a SEED account after one year compared to the control group. These results suggest that formal commitment savings accounts have an important role to play in the accumulation of assets among the world’s poor. Term savings products: designed for individual customers or organizations have temporarily idle cash to banks for the purpose of safe and profitable, but not necessarily used to plan deposits in the future. For customers who choose this form of deposits, the safety objectives and convenience is more important than profit target. Recurring savings product: is savings products designed for individual customers and organizations wishing to send money for the purpose of safety, profitability and establish plans to use the money in the future. For major customers of this type of deposit is the individual wants a steady income and regular expenditure to meet monthly or quarterly. Most customers prefer to choose this form of deposits that are workers, retired officers. Their goal is important when choosing this form of deposit income is recurring. Therefore, interest rates play an important role to attract the customers. 2.2 Basis theoretical for services, banking services, consumer behavior and the measurement model of service quality: 2.2.1 The concept of services: In economics, a service is an intangible commodity. That is, services are an example of intangible economic goods. According to Philip Kotler (2004): the service is the results of actions that a party may give the other party and mostly intangible and does not result in ownership of something. Its products may or may not be associated with the physical product. The generic clear-cut and complete, concise and consistent definition of the service term reads as follows: A service is a set of one time consumable and perishable benefits - Delivered from the accountable service provider, mostly in close coactions with his internal and external service suppliers, - Effectuated by distinct functions of technical systems and by distinct activities of individuals, respectively, - Commissioned according to the needs of his service consumers by the service customer from the accountable service provider, - Rendered individually to an authorized service consumer at his/her dedicated trigger, - And, finally, consumed and utilized by the triggering service consumer for executing his/her upcoming business activity or private activity . According to Wikipedia: In economics, the services are understood, which to be similar likely a goods, but it is immaterial. There are products in favor of organic products and the products of swing of products and services, but most of the products in the range between product and service goods. The service has the following characteristics: - Simultaneity: production and consumption occur simultaneously services. - Inseparability: service delivery processes as well as target sales service, so cannot hide the mistakes of the service. - Variability: is almost impossible to provide services exactly alike. - Intangibility: products and services are being executed. Customer may not see, taste, touch, and smell before buying. - Perish-ability: The services cannot storage, which cannot check the quality before supplying or supply, only right way from the beginning and do the right thing all the time. 2.2.2 Banking Services: By law the credit institutions in Section 1 and Section 7 of Article 20, dated 20/09/2010, Viet Nam: banking services that includes 3 content: accepting deposits, providing credit and payment services. According to the State Bank of Viet Nam, the foreign banks can provide various services about 1,000 customers, while domestic banks only supply about 100 small-scale services and facilities utility is not high. Banking services are provided currently popular include: - Deposit service: the service pack is capital mobilization as savings deposits and demand deposits are mainly. - Services Loans (Credit): is lending services, including service packs for bank loans to generate income for the bank and make money for the economy. - Payment Services and abroad: including service packs for customers wishing to pay in the contract of sale or abroad, billing, collection or guarantee to the beneficiary and so on. - Money Transfer Service: Currently, this service is offered by most of the commercial banks, in the form of remittance from abroad through Western Union to Vietnam, remittances and domestic transfers. - Card Services: Banks are supplied in recent years as a means of replacing cash and credit payments. This is a service that most banks are targeted as a main point service. - The other banking services such as trust services, financial consulting, account management stock investors ... Many banks have also been provided, but not yet in common use as a result of the survey sample; there are many other products and services that are common in the world, such as asset management for high-income individuals, safe management, ... it has not been provided in our banking market. 2.2.3 Consumer behavior and the bank selection: 2.2.3.1 Customer Behavior: Before understanding consumer behavior let us first go through few more terminologies:  Who is a Consumer? Any individual who purchases goods and services from the market for his/her end-use is called a consumer. In simpler words a consumer is one who consumes goods and services available in the market. Take an example - Tom might purchase a tricycle for his son or Mike might buy a shirt for himself. In the above examples, both Tom and Mike are consumers.  What is consumer Interest? Every customer shows inclination towards particular products and services. Consumer interest is nothing but willingness of consumers to purchase products and services as per their taste, need and of course pocket. Let’s go through the following example: Both Maria and Sandra went to the nearby shopping mall to buy dresses for themselves. The store manager showed them the best dresses available with him. Maria immediately purchased two dresses but Sandra returned home empty handed. The dresses were little too expensive for Sandra and she preferred simple and subtle designs as compared to designer wears available at the store. In the above example Sandra and Maria had similar requirements but there was a huge difference in their taste, mind set and ability to spend.  What is Consumer Behavior? Consumer Behavior is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. There are in fact several factors which influence buying decision of a consumer ranging from psychological, social, and economic and so on. The study of consumer behaviour explains as to: - Why and why not a consumer buys a product? - When a consumer buys a product? - How a consumer buys a product? Thus, there are many different definitions of consumer behavior. Standing on the field of view and different subjects, will be have different perspectives on consumer behavior. For example, let’s point to the Sales dimension; they will look at consumer behavior point of sale. While in the promoting dimension - the communication is recognized consumer behavior plays active role in the promotion and communication. According to the American Marketing Association, "consumer behavior is the interaction between these factors stimulates awareness of the environment and human behavior through human interaction that change lives them." According to Jim Blythe (2008), "Consumer behavior is the starting point for all marketing planning and this book provides the necessary insights to understand what makes people buy, and buy again." According to Ray Wright (2006), "Customers' behaviors are actions directly related to obtaining and Consumer Behavior is more relevant than ever for today’s business." According to Rebecca Haynes and Don O'Dougherty (2007), "Consumer behavior is the way that consumer act or behave when looking for, buying and using the products. When the businesses want to sell the products to the consumers, they look for way to find out how consumers are likely to behave, and why they art in this way." Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. From the above definition, we can understand simple "customer behavior including thinking and feeling that people have and the actions they perform in the process of shopping and consumer banking products services ". Factors such as feedback from other consumers, information on product quality - service, price, packaging, appearance products, promotional activities, promotions and so on, that are can affect feeling, thoughts and behaviors of customers.