ANALYSIS AND MODELATION OF THE CONSUMER’S BEHAVIOUR OF FINANCIAL PRODUCTS ON THE ROMANIAN CAPITAL MARKET

Abstract

The study of the consumers’ behavior of financial products is based upon the hypothesis according to which they behave rationally that is they try to aim their objectives at the highest level possible, taking into account the restrictions that they are forced to face. Having this context the basic idea that guides the consumers’ behavior of financial products is maximizing the forecasted utility. Utility will be maximized when a certain combination of forecasted gains and risks is preferred in report with the other combinations. The consumers of financial products establish their objectives in the conditions of the estimated risk and profitability and they have to make a choice taking into account the uncertainty conditions.consumer behavior, financial product, utility function, risk, uncertain