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The Impact of Product Attribute in Aspects of Cost and Benefit
to Consumer Behaviors
- A Conjoint Approach to the Application of Credit Cards
The recent trend of internationalized financial market in
Taiwan has prevailed the
acceptability of credit cards with general consumers. The
research is based on two
aspects of product attributes to define the impacts in
willingness of new cardholders,
namely, COST, which will focus on "annual charge" and "credit
interest", and BENEFIT,
which will focus on "flexible credit allowance", "issue bank''s
undertaking the risk
of losing cards", "the attached travel insurance" and "the
reward policy accumulated
consumption". As the result of this research, the impacts of
the above factors have
been showed in the rank from strong to weak as following:
1.Annual charge
2.Flexible credit allowance
3.Credit interest
4.The attached travel insurance
5.The reward policy accumulated consumption
6.Issue bank''s undertaking the risk of losing cards
The research has also found that consumers pay even more
attention to annual charge
than the combination of the other individual product attributes
-- consumers can
accept the absence of all the other attributes but are
unwilling to apply credit cards
with annual charges. It has highly demonstrated the outstanding
of strategic free
annual charge. From the applied three different market
segments, the result tells
that different consumer types have different focuses of product attributes.
Therefore, the issue bank has to promote according to the
understanding of different
segments, and demonstrate on the specific individual attributes
in order to achieve
the best performance.
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