A qualitative research of small scale consumer loan behaviors in banking industry

• Main Authors: Wu, Liang-Ming, 吳良民
• Other Authors: Cheng, Kong-Fah
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/68040489380505240704

碩士 === 國立中正大學 === 企業管理研究所 === 91 === Following with an opening of the financial market, Besides consumer’s loans, Cash Advanced of Credit Card, Cash Card are catching on as one of the fashionable financial tools at present. Because there are a lot of benefits like large interest income, potential marketing and risk diversification, more and more banking proprietors are taking place in such a war. As expected, Cash Card will be one of the hottest products in consumer’s loans in the future. The purposes of this research are as follows: 1.To analyze the consumer’s buying decisions of consumer’s loans ,and develop a perfect Cash Card in consumers’ minds. 2.After analysis of consumer’s buying decisions in different consumer group , it could be used as references for making marketing strategies by proprietors. The research area is only limited in studying in Cash Card and Credit Card, one of the consumer’s loans. Research persons will be divided into three parts according to the consumer styles based on the EKB model; meanwhile, it adopts「Focus group」method to analyze and describe consumer’s behaviors. The results of the research are summarized the following:, 1.Problem recognition: most of the consumers have less understanding and bad images for Cash Card.They think that the users of the Cash Card must be un-financed persons. 2.Information collections: TV Advertisements are the main messages for consumers. The consumers prefer to going to banks which are legal and professional to apply consumer’s loans. 3.Alternative evaluation: Cash-Card users care the simple and speed application processes, more than interest rates. The revolving users are eager to receive Cash Card easily .They focus on lower interest products to reduce interest pressure, especially in “Transfer-Balance product.” As for the full-payment users, they don’t use Cash Card because of the high interest rate. 4.Choice: Most of the consumers consider about interest rates, safety, credit limit, additional value, service, bank images, card styles, and satisfaction. 5.Outcomes：the consumers care about respects and privacy. They would like to receive a clear-cut bill list and a flexible payment. Besides, elegant gifts also have positive effects on consumers’ motivations and attitudes The suggestions of this research are the following: 1.The proprietors should make different marketing strategies and plans for different consumers’ needs. 2.The consumers’ common expectations are “ interest ” and “ credit limit ” so price war would be coming soon as expected. Therefore, the proprietors should prepare to make different marketing strategies and plans previously involved “consumers’ loyalty, “ “C.R.M, “and so forth, to make relationships with the consumers.