Consumption behaviour and investment decisions as a panacea for transformation (original) (raw)

This study seeks to explore the factors of consumers' behavior and its influence on consumers' investment decisions as a panacea for national transformation in Nigeria. The consumer is the most elemental basis for any business organization and the economy; hence, their core behaviour is also of great significance for a successful economy and financial affluence. Different factors are responsible for the behavior of consumers within the Nigerian economy towards making investment decisions. These factors can be grouped into marketing/entrepreneur factors, business environmental factors, and psychological factors and consumers' personal factors. These factors are based on different theories of consumer behavior that can be broadly categorized as unplanned consumer behavior theories (i.e. emotional-based theories) and planned consumer behavior theories (i.e. rational-based theories). This study finds out those factors of consumer behaviour that influence investment decisions which subsequently create jobs and improve consumer disposable income that can be invested for national transformation.

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