Deregulation has created a very competitive financial services industry. Of particular concern to the dominant banking sector has been the growth in the quantity and quality of credit union members. In an effort to understand thrs trend, this paper seeks to identify which determinant attributes in the financial institutional ,choice process significantly discriminates bank patrons from credit union members. Factor scores generated by a Principal-axis factor analysis of eighteen determinant attributes are used as input into a Multiple Discriminant Analysis. Results indicate that three factors significantly discriminate bank patrons from credit union members. Implications for credit union marketing managers is discussed.