Preference For Credit Card Consumers Based Conjoint Analysis Method

In China,the industry of credit card started very late, but it develop very rapid.In recent years, China’s credit card industry competition intensifies, every credit cardmakers continue to offer the new Credit Card products for various market segments.Due to the different age,income and other factors, there are many differences inconsumer demand for credit card preference. In this paper, take the city of Bengbu inAnhui Province for example, with the conjoint analysis method, Through theliterature review, use the secondary data analysis, field surveys and other means,define the attributes and attribute levels that affect consumer preferences: theconvenience of credit card service,including three attribute levels,there are theapplication convenience, ease of use and the convenient of repay; Interest-free period,including three levels,there are the more than55days,the30-55days, within30days;Promotional attributes, including promotions and delay the promotion of thelevel of two properties; Security attributes, including the signature, signature andpassword, one-time code on mobile phone(via SMS) of three properties, overdueinterest expense, including the full penalty, pay the not clear part, pay the minimumamount. Joint analysis of these attributes and attribute levels obtained the degree ofinfluence of these factors on consumers during the credit card selection, And basicconsumer information, credit card use condition in consumers classification obtainedwith different characteristics consumers preferences and differences on the fiveproperties for card issuers to develop targeted for consumer interest demandsthemarketing strategy to provide a theoretical basis. In this paper, the combinationthrough the field surveys to obtain datas, and the use of the SPSS statistical softwareCONJOINT module joint analysis of consumer preferences.The conclusion of thestudy as follow:1. Overall consumer, consumers in choosing a credit card, the impaction degreeof the attributes selected by the consumer credit card: interest-free period, overdueinterest costs, safety factors, convenience of sevice, promotion. 2. credit card consumers with different gender, age, average monthly income, theaverage monthly expenditure of the importance of consumers is different.3.credit card attributes for different credit card use ways, credit card spendingways, credit card use span, the average monthly use amounts of different consumershas the different attributes improtant levers.Card issuers should develop appropriate marketing strategies according to thedifferent attribute levels of consumer preferences, different characteristics of groupsof consumers, should take a different marketing strategy, so that can increase theamount of credit card users and utilization, improve the Credit card profits.