The purpose of this study is to find low-risk potential customers, focusing those who have strategic time preference because of the time-limit consciousness about their life design, figuring out their spending habits and attitudes toward money, identifying their subconscious needs, and examining a new model of the consumer financial services specialized in above potential customers. The depth interview survey was conducted to the single women, aged 25-34, in the Tokyo metropolitan area.
The significant features of their spending habits are preference for the present consumption, optional consumption, investment in their own career development, emphasis on experience and meaning, rational-impels buying mixed, buying for self-gratification, etc. Their parents often serve as a willing fund-raiser to meet their needs for “on-demand wallet”. They are considered to be riskless, because they manage and balance their budget, develop their own way of risk-management, while the psychological barrier against “borrowing money” is commonly observed. It is implicated that their parents’ attitudes toward money have serious influence on their behavior consciously and unconsciously. Although their lifestyle is rather cutting-edge, they have immature attitudes toward money. It was observed that the less knowledge about money transactions; the bigger barrier they have. But, the important fact is that the barrier becomes smaller when one has taken advantage of the financial services.
In conclusion, the respondents, regardless of the amount of income, show constantly high propensity of consumption, paying money willingly if it is worth paying for them. There is a good possibility of forming healthy and attractive market with steady consumer confidence and borrowing needs, if the said barrier is eliminated and a new service model is accepted. Especially, entrepreneurs with the strategic career design and flexible money sense would be the most promising customers. It should be noted that the target group is asking for the comprehensive support of the career / life design including financial planning rather than the cash itself. There would be a business chance and also it is expected for the consumer financial services to provide a wide range of new services to enhance women’s social advancement.
|