Study on the Impact of Consumers' Willingness to Purchase Financial Products—Taking the Hangzhou branch of Guangfa Bank as an Example

Abstract

With the development of science and technology, times are getting consumers’ financial awareness continuously to improve, is a growing demand for diversity of banking products, traditional bank financing products have been unable to meet the needs of consumers. Banking traditional financial products purchase amount is fixed starting point, a starting point high limit, duration, fixed physical space at the Bank sold these financial products unintentionally consumer division of some, many consumers away, greatly increasing bank capital channel. Based on the situation of China's large population, according to Bain, statistical data set descriptions and China Merchants Bank, China had 92% people belong to low net long-tailed crowd, holding of the group show the larger, finance is a blue ocean of the target market.