A Study On Purchase Behaviors Of Personal Financial Products Of Wealth Customer

Based on the literature review of purchase behaviors of personal financial products at home and abroad, and on the research on application of data mining in customer relationship management in banks, the author analyzes influencing factors of purchase behaviors of personal financial products and test hypotheses. Individual demographic characteristic variable such as gender, age, annual income and consumer behavior variables such as risk attitude and financial character are chosen to study the correlation of the purchase behavior of different individuals. Through the analysis of the sample data of wealth clients from the OCRM System of the Construction Bank of China, this study try to research the factors that influence the purchasing behavior of the wealthy clients. Also the hypothesis testing is verified.One of main innovations of this paper is that the object of study is the wealth of customer making great value for banks. The other one is that the data collected from OCRM of CCB is more accurate and effective.The results showed that Gender, Age, Matrimony, Profession and Educational background didn’t influence purchase behaviors of personal financial products. AUM,Average family income, Risk attitude, Money personality significantly influenced purchase behaviors of personal financial products. The more AUM, the more risk preferences, the more dependent of customer were more likely to purchase personal financial products. And,the influence of AUM for purchase behaviors of personal financial products is minimal. The more average family income,the more AUM, the more risk preferences, the more dependent of customer purchased the amount of financial products more.Some advices were given for CCB on marketing of personal financial products and developing of the CRM, meanwhile the limitations of this study were discussed at the end of the dissertation.