Brand Preference in Islamic Banking by University Studentsin Pakistan
The purpose of this study is to investigate the brand preference in Islamic banking among theuniversity students in Pakistan. Students need bank account for different purposes and Islamicbanking is growing rapidly so the knowledge regarding Islamic banks and selection criteria of Islamic banks by university students is analysed. A questionnaire survey was used to exploredifferent factors like due to which students select or prefer an Islamic bank includingconvenience and location, charges for transactions, technological and physical facilities andbrand choice. Details of each of these areas were asked from the respondents. Respondents werealso asked about their satisfaction and trust on Islamic banks and also either they were interestedin knowing more about Islamic banking. 200 questionnaires were distributed among the studentsof different universities in karachi. Exploratory factor analysis is used as a statistical technique ortool.
Brand preference, Islamic banking, University students, Pakistan