The document is a marketing research presentation by Team Gold for Texas Bank and Trust. It outlines their research proposal to understand the banking needs and habits of Generation Y college students. Their methodology includes focus groups and an online survey of traditional students at LeTourneau University. The presentation analyzes results by gender and other subgroups. It finds differences in satisfaction levels, feature importance, and cash/ATM usage between male and female students. The team provides recommendations to help Texas Bank and Trust better appeal to and retain Generation Y college students.

1. TB&T TeamGoldMarketing Research Presentation
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2. Texas Bank and Trust
Team Gold
April McCamey Lauren Llanes Jacob Clay
Josh Puryear Amaris Montes Cullen Griffin

3. Texas Bank and Trust
About TB&T
History
Originally established as First State Bank of Longview in 1958. First State Bank of
Longview originally started with 2.6 million in assets. Just 4 years later it had its
first official name change to Longview Bank and Trust.
Culture
The directors, officers and employees of Texas Bank and Trust are committed to
providing exceptional service and quality products.
Texas Bank and Trust today stands as one of the state’s strongest independent financial institutions,
offering a brand of banking that is as difficult to duplicate as it is easy to recognize.

4. Texas Bank and Trust
Proposal
Our proposal presents certain scenarios that will allow us to obtain data that will
help Texas Bank and Trust accomplish their goal of reaching Generation Y.
Although Generation Y includes a very large age range, we will focus on
traditional college students (Ages 17- 23) at LeTourneau, while also trying to
reach as many others as possible through social media (e.g. facebook, twitter).

5. Problem
Statements

6. The Texas Bank and Trust
The Symptoms
Primary consumer Generation Baby Boomer will soon
transfer consumer rights to Generation Y
Traditional college students having lived in the region
of Texas Bank and Trust are not using Texas bank and
Trust for their banking needs.
Texas Bank and Trust is not retaining traditional
college students customer.

7. The Texas Bank and Trust
Probable cause of Symptoms
Generation Y are the current college students and
young entrepreneurs.
Texas Bank and Trust is not appealing to traditional
college students.
Texas Bank and Trust are still working towards the
variety of products and services desired by traditional
college students.
Texas Bank and Trust is not effectively marketing to
traditional college students.

8. Texas Bank and Trust
Hypothesis
Our hypotheses is that certain banking features are not as important to
college students as the older generations assume is true. During our
meeting with Texas Bank and Trust executives we determined that they felt
as thought things such as Peer-to-Peer transfer we going to be prevalent in
the near future. Our hypothesis is that college students are not using
ATM’s to get cash, they are unaffected by the availability of a physical
banking locations, and they require both online and mobile banking.

9. Texas Bank and Trust
Objectives of Research
Current Banking Habits
Collect data from traditional students concerning their
current banking habits.
Factors Affecting Banking
Determine factors affecting banking decisions for a
traditional college student.
Banking Needs
Determine the banking needs of traditional college
students.
Level of Importance
Determine the importance of banking features to college
students.
Based on the expressed needs of Texas Bank and Trust to reach both Generation X and Y, we have
developed four research objectives that will attempt to bridge the information gap between the bank and
the two expressed generations. Our goal is to be able to paint a clear picture for Texas Bank and Trust
Executives of college students banking needs, habits, and experiences.

10. Texas Bank and Trust
Research Questions
• Do you use the same bank as your
parents?
• Do you have a checking and/or
savings account?
• How do you deposit checks?
• How frequently do you use the
ATM?
• How satisfied are you with certain
features at your current bank?
• What features are most important
to you?
• What features do you desire in a
mobile application?
• How do you obtain cash?

11. Texas Bank and Trust
Delimitation of the Study
What age bracket do
you fall in?
What is your gender? Are you a U.S. Citizen? Are you an international
student?
Do you attend
LeTourneau University?
What is your student
classification?
Are you a missionary
kid?
Hometown with 60
miles of LeTourneau

12. Texas Bank and Trust
Methodology
Research Design
Population
Sampling
Sources of Data
Instrumentation
Validity and Reliability
Analysis Plan
Procedure and Time
Research Strategy

13. Texas Bank and Trust
Research Design
Thesis Statement Sample obtained
Traditional College Student
Habits, Decisions, Needs

14. Texas Bank and Trust
Population
Generation Y
Traditional College Student
Individual seeking higher education
Not high school dual credit
Not career established
Defined by a period of time

15. Texas Bank and Trust
Sampling
Valid surveys: 157
Representation of the population
- LeTourneau University
• Traditional College Students

16. Texas Bank and Trust
Instrumentation
Focus Groups
Online Survey (Qualtrics)

17. Texas Bank and Trust
Validity and Reliability of Instruments
STEP1 STEP2 STEP3
Survey – Process
of Elimination
Focus group-
Minimal Concern
Assumtions that
LETU is similar to other
colleges
Benefit: Higher average of out-of-state traditional college students

18. Texas Bank and Trust
Analysis Plan
Male and Female
Hometown
Parent Relationship
Psychological
Features
With 60 miles of LeTourneau
With 60 miles of Outside of 60 mile radius of LeTourneau

19. Texas Bank and Trust
Procedure and Time Frame
Focus Groups and Distributing Survey
Qualtrics and Excel
3 Months

20. Texas Bank and Trust
Strategy to Conduct Research
• Assess the needs of TB&T
• Discover the questions that need
answers
• Create and Modify Proposal
• Obtain Feedback
• Focus Groups
• Create survey
• Distribute, analyze and Interpret
survey.
• Present Information and provide
recommendation

21. Texas Bank and Trust
0
25
50
75
100
2008 2009 2010 2011
Analysis and Interpretation

22. Texas Bank and Trust
Subgroups
Group 1
Gender, LETU student, and if their hometown is
outside of a 60 mile radius from LETU campus Client
Group 2
Gender, and LETU student
Group 3
Gender, and Enrolled in College

23. Males
12. How satisfied are you
with your bank?

24. Males
16. How often do you use an
ATM per month

25. Males
17. How often do you use
online banking?

26. Males
18. How frequently do you
visit your bank branch per
month?
56% 34% 10%

27. Males
19. According to you, rank how satisfied
you are with these features

28. Males
20. According to you, rank the importance of these
banking features. 1 least important, and 5 most
important.

29. Males
21.What features do you desire in a mobile
application? (Check all that apply)

30. Males
12. How often do you use an
ATM per month

31. Males
22. What banking features do you use? (Check
all that apply)

32. Females
12. Is this the same bank your
parents use.

33. Females
13. How Satisfied are you with
your bank.

34. Females
How do you obtain cash?

35. Females
How often do you go to the ATM?

36. Females
What do you desire in a mobile application?

37. Findings!

38. Conclusion!

39. Recommendations!

40. Goodluck!