Investigation Report On The Seniors' Consuming Behavior Towards Financial Products In Nanchang

With the development of the society,the aged tendency of population has become a significant problem that every country and state is confronting,which also includes Nanchang city.Nanchang has already stepped into an aging society dozens of years ago.The grim situation faced by aging program has brought a huge impact on Nanchang in the social,economic and other aspects.As for the financial industry in Nanchang,the aging population has brought it challenges along with opportunities.On one hand,to improve its competitiveness,this industry in Nanchang needs to cognize the seniors' financial needs,positively cope with those needs and formulate the corresponding financial measures for better development in the future;on the other hand,as a growing and incompletely developed market,the financial market for the seniors has huge potential,and will inevitably generate great business opportunities.This article is based on such background to study the financial product consuming behavior of the seniors in Nanchang city.This article is an investigation report picking Nanchang as the research city and the seniors in Nanchang as the research object.First of all,this paper starts from the basic situation of the seniors in Nanchang.Through interviewing method,this article interviews the financial industry practitioners and relevant experts,collects the characteristics of the seniors' consuming behavior towards financial products and designs questionnaires based on that.Then it selects research sites and issues those questionnaires to the seniors in Nanchang,collects relevant data,summarizes the influencing factors and builds the model assumptions via the literature reading method.At the same time,the article carries out a hypothesis testing on the collected data based on the empirical analysis,and sums up the characteristics of the seniors' consuming behavior towards financial products in Nanchang.In the end,this article compares the domestic seniors' financial market with the ones in Japan and the U.S.A.and obtains some experience reference.Based on the previous analysis,it comes up with countermeasures and suggestions on Nanchang's effectively exploring the seniors' financial market for the seniors,financial institutions and government department.The article finds that the seniors' financial market is a market with great potential that is still underdeveloped,which is supposed to draw enough attention by major financial institutions.Besides,with the strengthening of their financial awareness,the seniors are taking the safety of the financial products and the brand credibility of thefinancial institutions seriously,however,most of them are conservative investors and have some misunderstandings about financial products.Therefore,financial institutions,government departments should adopt several measures to improve their financial knowledge.Besides,through the empirical analysis,the paper verifies that factors such as the acquisition channel of information,characteristics of the product and the financial institutions,purchasing method and personal basic characteristics all have a significant influence on the seniors' consuming behavior towards financial products.So in order to explore the seniors' financial market more efficiently,the seniors themselves should enhance their financial knowledge,the financial institutions should perfect financial service,and the government should improve the level of promotion.