An analysis of choice criteria in the home loans market

This paper presents an analysis of customer choice criteria in the home loans market in the UK. In particular, the study investigates the relative importance of choice criteria according to consumers and also analyses differences in the importance of choice criteria with respect to a number of demographic and related factors. A quantitative study drawing data from 4,200 participants is employed. The study shows that choosing a home loan institution on the basis of professional advice is the most frequently cited choice criterion, closely followed by interest rates. Differences in the importance of choice criteria with respect to gender, class, household income, educational attainment, ethnicity and financial maturity are apparent.

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