A Study on the Factors Affecting Consumer Preference of Financial Products

금융상품의 소비자 선호에 미치는 요인에 관한 연구

This paper intends to search factor affecting the selection of financial products by analyzing whether there is difference in the preference of individual financial products whose recognition of importance in the property of financial products in different, depending on the property of investors. The Analytical Hierarchy Process (AHP) is used to test the priority model. The study attempts to demonstrate how the model helps providing better decision choices in financial products.