A Study on housing mortgage Consumer Market Segmentation-A case study on C Bank for Taipei district
|關鍵字:||購屋貸款;市場區隔;生活型態;消費者行為;Housing mortgage;marketing segmentation;consumer behavior;lifestyle|
Housing mortgage is one of the main business functions of consumer banking in Taiwan. Its dollar amount is higher than any other single loan. Although the interest rate of housing mortgage is relatively smaller than other types of loans, banks only need to spend a fixed cost and then keep in touch with consumers in a long period of time. Besides, since most consumers pay housing mortgage on time, banks bear lower risks. Thus, banks are still very interested in housing mortgage marketing. Recently, new types of housing mortgage derivatives are available on the market and that consumers can find the most suitable package according to their needs. However there is little research concerning Consumer Behavior towards housing mortgage; therefore the purpose of this research is to understand which product attributes consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help banks form their marketing strategy. In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variables are used as a basis for market segmentation. Product attributes and demographic factors are used as independent variables. Consumption reality variables are used to describe the behavior of consumers. The analysis results of all of these variables provide the banks for selecting their goal markets and designing their marketing strategies. The samples are from C Bank’s clients who applied for housing mortgage in Taipei District. The study finds: customer can be successfully segmented by lifestyle variables, such as “calculating-convenience buyer“, “advertisement-convenience buyer”, and ”brand-buyer”. Among the three market segments, demographic variables, information search, purchase motive variable, consumption reality variables and product attributes evaluation criteria are significant predictions of product choice. According to the conclusion of this report, then suggest about product, price, place, and promotion strategy for housing mortgage related bank to establish marketing planning in the future.
|Appears in Collections:||Thesis|