| Summary: | 碩士 === 輔仁大學 === 金融與國際企業學系金融碩士在職專班 === 106 === Title of thesis:The Study on The Investor ‘s Selection Behavior of House-Purchasing Loan
Department of Finance and International Business (Master’s Program in Finance)
Fu Jen University
Student:YANG, HUI-MIN
Advisor:Bruce C. Y. Lee
Total pages:89
Key words:House-Purchasing Loan、Consumer Behavior、Market Segmentation
Abstract:
The domestic real estate industry has been booming since the 1990s, but the housing prices are also rising. The burden on people buying mortgage loans is getting heavier. In recent years, high house prices have become the top of public grievances and the rate of bank excess rates has increased year by year. The government has implemented the housing market control policy, some of the bankers who feel the alarm in the housing market tend to be conservative in the lending of housing loans. In such a difficult and competitive environment, the customers can fully choose the situation of lending banks, how to break through the barriers in order to enhance the bank's profitability and ensure its competitive advantage so that it can be sustainable.
This study is to discuss the investors on the choice of home loan purchase behavior, and try to understand the consumer behavior by the qualitative research method which is to explore their preferences and decision-making factors on home purchase loan product selection behavior, then to seek bank loan purchase business can be based on the different customer groups to develop a better marketing strategy for the banking industry in planning the marketing of mortgage products in the future.
This study also uses semi-structure method of in-depth interviews to sixteen interviewees who have the intention of applying to banks for home purchase loans in Taipei City, New Taipei City and Taoyuan City. The research found the age and loans experience has a different preference for the behavior of home purchase loans. The bankers can consider these two conditions as an important factor for the decision-making when they formulate the marketing strategy portfolio in the future.
The bankers can improve their profitability and maintain competitive advantage in such a difficult and highly competitive environment if they can develop a better marketing strategy for the different groups and provide differentiated services in a flexible manner.
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