| Abstract: | The purpose of this study was to segment the markets of loan consumers in the Central Trust of China, and found the relationship between the life style and the consumer loan behavior of the customers, and its prediction model. In this way, the author hopes to gain a better understanding of the consumer market and devise a tailored market strategy for each unique cluster of the consumers. This study used the Central Trust of China?s customers as the population for research. According to the Ministry of the Interior data of Taiwan population in 2004, it the author decided the sample ration. Then, the author distributed 260 questionnaires and received 240. After deducting useless questionnaires, the author found the valid feedback rate amounted to 91%.
Various factor analysis and cluster analysis are used to segment different consumer groups. Consumers? background variables are used to be the independent variables; life style and consumer loan behavior variables are used to be the dependent variables. Then, we run one-way ANOVA, and do Scheff? Test to check the results. By the way, we use Pearson?s product- moment correlation to find the relationship between life style and consumer loan behavior. Finally, the results of multiple regression to shoued that the consumer life style could accurately predict loan behaviors.
The conclusions of this study are as follows:
First, the life style of the consumers in the Central Trust of China could be divided into five categories, including ?autonomous and positive?, ?fashionable and enjoyable?, ?earnest and clinging ?, ? careful and pragmatic ?, and ? investitive and chrematistic?. Consumer loan behaviors could be divided into five categories, including ?condition of loan?, ?quality of service ?, ?validity of appearance ?, ?convenience of platform ?, and ?activities of advertisement ?.
Second, the consumers in the Central Trust of China could be divided into being ?clinging and active? and ?fashionable and chrematistic? by their life styles, and could be divided into ?packaged marketing? and ?quality marketing? by their loan behavior.
Third, the consumers in the Central Trust of China are mainly males, with a college bachelor?s degree. The careers are soldiers, civil servants, and teachers. The average income per month is between forty thousands to sixty thousands NT dollars. Most loan cases are house loans. Most of the time, the news about loan is sought from their family and friends.
Fourth, the different variables of demography are the important factors that cast a difference in the cognition of life styles and consumer loan behaviors.
Fifth, the consumer loan behaviors can be highly predictable based on life styles. |
