ABSTRACT College students have long been recognized as a significant market for products and professional services. Their sheer number alone, estimated to reach 15.7 million by the year 2000, makes them a viable market for many companies. However, there are many other attractions from a marketing perspective to targeting college students. They are relatively easy to locate, concentrated in reasonably well defined geographic areas, and accessible through campus newspapers and bulletin boards. And, because they are at the beginning of their careers, firms which establish business relationships with them have long-term opportunities to maintain those links. This study examined selected banking attributes of college students, including factors affecting patronage decisions, perceptions as to the quality of services available, and sources students use to obtain information about financial services. Surveys were conducted at a large west coast university among a diverse set of students. Results of the study fou...