Relational analysis Between the Marketing strategy and the Financial products selection in Household Savings.

Research Project

Project/Area Number	19530396
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Single-year Grants
Section	一般
Research Field	Commerce
Research Institution	University of Marketing and Distribution Sciences
Principal Investigator	YAMASHITA Takako University of Marketing and Distribution Sciences, 商学部, 教授 (70309491)
Project Period (FY)	2007 – 2009
Project Status	Completed (Fiscal Year 2009)
Budget Amount *help	¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000) Fiscal Year 2008: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000) Fiscal Year 2007: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Keywords	金融マーケティング / 金融資産選択 / 知覚リスク / リーマン・ショック / ベイズ型コウホート分析 / 金融資産選
Research Abstract	The aim of this research is to analyze the relationship between the marketing strategy and the financial products selection in household savings after the Lehman's fall. The analysis method used is nonhierarchical cluster analysis, which has successfully made the four segments by using psychographic scale value of the consumers. As a result, it has showed a considerable disparity of the attitude for the financial portfolio selection between the four segments.