Determination of Important Attributes for Obtaining Financial Products Requiring Sound Financial Advice: a survey analysis among Dutch consumers about mortgages

The aim of this thesis is to empirically investigate what determines the Willingness to Pay for financial products requiring sound financial advice. This is researched by means of a Maximum Difference analysis and a Choice-Based Conjoint analysis about obtaining mortgages. The Choice-Based Conjoint survey results are analyzed with a binary Logit Model. The main results of the present study indicate that the price (interest rate), the product conditions, the trustworthiness of the advisor, and the customization of the product are important attributes for obtaining financial products requiring sound financial advice. It can be concluded that the product conditions, the trustworthiness of the advisor, and the customization of the products are the most important determinants of the Willingness to Pay for financial products requiring sound financial advice.