EN
The article discusses the specific character of financial needs, their placement in a hierarchy, and the evaluating of the characteristics of financial products. It presents research, conducted among groups of students, which links financial needs with the perception of the value of the products. The results indicate that a limited number of factors influence the perception of such value. These factors play a key role in satisfying (financial) security needs, setting the price of service and the variety of choice, which guarantees a better fit to clients’ individual needs.