Research On The Influence Of Brokerage Retail Customer Attributes And Financial Product Selection

With the rapid development of China’s financial market,the income of residents has increased significantly and the national’s willingness to invest has become stronger and stronger.However,according to the survey of the national household financial asset structure,the funds and other financial products accounted for a lower proportion.Based on the above background,for brokerage firms,studying the preferences and influencing factors affecting retail customers’ purchase of financial products can not only deepen the understanding of financial managers’ choices in purchasing financial products,but also improve the behavior theory of financial managers making investment decisions.The research results can help brokerages and other financial institutions to further understand the purchase preferences of retail customers and recommend different types of financial products for different customers,so as to seize the opportunities in the fierce competition of the financial products market and increase the amount of sales of financial products.This paper adopts the analysis method combining theory and empirical analysis to make the purchase behavior of personal financial managers as the research topic.The brokerages’ retail customers’ choice preference of individual wealth management products are classified and modeled by using the Logistic Regression model,the correlation between customer purchase behavior,customer value and personal attributes factors is analyzed and a conclusion is reached according to the above research.It is believed that attributes such as customer age,risk tolerance,customer value and brokerage services are all important factors influencing customers’ purchase behavior.The data of this article mainly comes from a state-owned brokerage data center that has been established for nearly 30 years with more than 5 million customers.Finally,some suggestions for the precision marketing services of wealth management products of domestic securities companies are put forward.It is suggested that securities companies should focus on the following aspects:improving data collection and optimizing business processes;establishing customer models and looking for target customers;differentiating and personalizing recommended products;expanding service coverage and improving service quality.