Executive Summary The basic aim of caring out this research is to determine the level to which the prospective customers know about HSBC, via its present publicity methods, evaluate the response of customers to the methods of advertisements utilized by other banks, determine what persuades a customer to decide on which bank to operate with, and to determine the prevailing image of HSBC. After these key determinations, the bank intends to see how the deductions made can be used to increase its market share. Various methods will be used in conducting this research; prominent among the methods will be the conduction of interviews and the administering of the questionnaire. The final data from the research will be analyzed using SPSS. Background Information The bank HSBC (Hong Kong and Shanghai Banking Corporation), as it was then popularly been referred to, was formed in 1865. The group HSBC Holding took off in 1990, the forming of the group was prompted by the management’s desire to buy the Midland Bank. One of the prerequisites for HSBC’s purchase of the Midland Bank was that the bank will change or move its headquarters to London. Norman Forster planned and did the design of the bank’s new head office. Afterward the bank embarked on some major acquisitions that projected it as one of the best banks in the UK. Though a major player in the industry at the time-poor advertisement caused it to close down its finance unit in the USA, resulting in a decline in the banks’ market share, this was during the subprime crisis. The Existing Condition, that Prompted this Marketing Research To date, HSBC does not operate a department that is charged with the responsibility of marketing. This has greatly affected the degree to which the bank carries out its advertisement campaigns around the country, using the various Media. As a result of this, most of the people who are new in the business world Know little or nothing about the bank and the services that are offered by them. The newcomers in the business world therefore patronize the banks that are always on one form of the media or the other advertising. The services offered by HSBC are usually promoted by personal selling or marketing to the prospective customers. The reason for the use of this method is that, through the marketing of services personally, promotional massages are designed to suit or fit prospective customers, persuading them to operate with the bank, and making it possible for the potential clients to get directly, every information about the services rendered by the bank( HSBC, 2003). Another method employed by the bank in promoting its services is through the sponsor of co-operating events that touch the lives of the people, this is in an attempt at proving to the general public that they genuinely care about their welfare. All these promotional methods have not been effective in persuading the potential customers to join the bank. Literature Review The banking industry has in the last decade changed in no small measure. One of the major factors that have given rise to this change is intense competition by the operators, deregulation, and a declining primary demand for the financial industry. Hornby (1998) states that “f