Research on Choice Behavior of New Recruits out of College on Financing Products

From consumer behavior aspect, this article choose the new recruits out of college as research group, explore the cause and other effect factors on their choice behavior of financing products from their risk appetite, financial habits and financial management concepts. By means of questionnaire, and combined with consumer behavior theory and practice, it concludes that the new recruits are on one side in great need of financing products, but on other side lack of fmancial management knowledge. Moreover the new recruits' cognitive biases result in the uncertainty of their choice behavior. Financing products in nowadays market are far more away from meeting the strong demand of new recruits out of college. Financial institutions can think about issuing relevant products aim to this group.