MAIN DEMOGRAPHIC CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOR ON EMERGING FINANCIAL MARKETS

This article aims to provide a picture of the main demographic characteristics influencing consumer behavior on emerging financial markets. Financial products consumer has a different behavior in some ways, both because of financial products and their characteristics and attributes and also because of the individuals’ intrinsic influences, most commonly including demographic characteristics. Financial products mean money and money means an extended emotional baggage. The research method is a survey based on a sample chosen with the ”snowball” method undertaken in 2010. There were gathered 500 questionnaires and only 478 were analyzed. Research is not a statistical nationwide representative because of the lack of the financial and human capabilities. The research was conducted on the Romanian financial market, which meets the characteristics of an emerging financial market. The study objective was to determine the most important factors that are influencing the decision to invest. From the research resulted that different financial products are preferred by individuals with specific demographic characteristics like income or family structure.