A STUDY ON FINANCIAL INSTITUTION’S FEMALE CONSUMER BEHAVIOR － BANKING AS EXAMPLE

• Main Authors: Tzyy-wen Lin, 林子文
• Other Authors: Hao-Erl Yang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/d9m7c3

碩士 === 大同大學 === 事業經營學系(所) === 92 === These years, a lot of banks, stock dealers and insurance companies set up financial holding corporations in hopes of expanding their size, cross selling and enhancing their whole competitive power. Facing this, some financial organizations, in addition to participating in mergers, started to pick up the idea of universal banking systems. At the same time, women began coming into their own account locally and internationally. Since more women work, their disposable income and purchasing power grow, too. Although women banks are still unheard of in Taiwan, there are some financial commodities specially designed for women. However, the domestic research into female consumers doesn’t catch up with other countries’ studies in Taiwan. This topic is still a not fully explored frontier in the field of finance. Therefore the main objectives of this research are: 1. Discuss the special characteristics of female consumers, make-ups on decisive factors in buying stuff. 2. Probe into the thinking of female consumers on financial services. Classify them as a segmented consumer group with a view to stimulate businesspeople to develop new financial commodities and select their target market. 3. Show financial outfits a direction to have differentiated competing strategies. The conclusion is： 1. Interviewees with different age, occupation, and family life cycle, show significant difference on average monthly income. Women with different age, educational level, and family life cycle, also display significant difference on occupation. 2. These females mostly go to private banks close to their work with a frequency of more than 2 times a week. Approximately 63.3% of respondents are in charge of major bills at home. Getting imperfect service, 53.1% of interviewees will complain to managers in banks. 3. Steady & sound operations is the primary motivation that drives respondents deal with banks. Bank clerk is the primary source of information. And credit cards represent the most common financial commodities or services a respondent now owns. Good attitude of bank clerks is considered as the most degree of satisfaction with banks. 4. The whole sample is classified as four groups: “Group of being conservative and traditional”, “Group of being fashion and optimistic”, “Group of being being healthy and quality” and “Group of being decisive and saving”. These four groups all exhibit significant difference after conducting an analysis of ANOVA. 5. After testing whether different variables of population statistics among different female groups will affect motivations of consumption needs, source of information, criterion of assessment, purchase of financial commodities, and service requirements, it is discovered that most of groups demonstrate significant difference.