Investment service providers gaining competitive advantage by focusing on consumers’ varying investment goals

Autor: Timo Rintamäki, Hannu Kuusela, Pekka Puustinen
Rok vydání: 2012
Předmět:
Zdroj: Journal of Financial Services Marketing. 17:191-205
ISSN: 1479-1846
1363-0539
DOI: 10.1057/fsm.2012.17
Popis: Laddering data collected from 95 individuals and network analysis were used to reveal and identify 747 linkages among 33 content-analysed goals as reasons for investing in individual stocks, mutual funds and/or voluntary pension plans. The results suggest that consumers’ goals associated with investments are: (i) besides economic, also functional, emotional and symbolic; and (ii) influenced by the type of investment product under evaluation rather than being independent of the investment alternatives. The article presents guidelines for investment service providers on: (i) how to provide facilities that support consumers’ investment-related goals; and (ii) how to encourage consumers to take an active role in customising and personalising their investment practices when using these facilities. Thus, economic and functional but also – and especially – emotional and symbolic goals of investing give insight into these strategic decisions that enable investment service providers to deliver value to consumers. While economic, functional, emotional and symbolic goals are well established in consumer research literature, these elements contribute to a novel understanding of the drivers underlying investment in general and the differences in distinct product categories in particular.
Databáze: OpenAIRE
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