Abstract:

The Middleton Building Society, established since 1872, is entering a period of expansion and competition, both in terms of its birthplace of Middleton and the towns to which it has entered and plans to enter. The research was required to obtain a detailed picture of The Middleton, both in its own right and in relation to competitors, and against a background of current attitudes towards building societies. The information provided should be useful not only in any future advertising and promotional activity but also in terms of providing evidence and input for the whole strategy of the society.