Female Consumer Behavior in a Banking Environment

During the past few years, women have begun coming into their own account locally and internationally. "Woman power" even becomes synonymous with power and wealth in Taiwan. As one of the first formal studies on financial institution\´s female consumer behavior in Taiwan, the objective of this study is to investigate the key factors used by female consumers and their behavior when making decision in buying financial commodities and services, their perceptions of banking service, and possible female consumer groups classified by their demographic characteristics and lifestyle. The sources of getting information about banks and the determinants when women choosing a bank are investigated. The relationships among demographic variables and financial commodities or services are tested. The results show that female customers can be divided into four groups by cluster analysis. Testing whether demographic variables of different female groups affect motivations of consumption needs, source of information, criterion of assessment, purchase of financial commodities, and service requirements reveals that there are significant in most groups