What Drives Individual Investors to Invest in Mutual Funds in a Developing Economy
نویسندگان
چکیده
Purpose: The aim of this study is to investigate factors that influence investment in mutual funds by individual investors a developing economy. Drawing insights from the theory planned behaviour, identified and tested effect awareness, attitude, financial literacy preference for other competing investments on intention invest investors.
 Design/Methodology/Approach: Data was collected 280 respondents Zambia. analysed using correlations hierarchical regression models.
 Findings: reveals awareness attitude towards significantly funds. Surprisingly, do not affect an investor’s funds.
 Implications/Originality/Value: This contributes services marketing literature increasing understanding investors’ decisions drivers recommends marketers should more building positive order develop retail demand. Also, companies policy makers carefully consider their programmes as are significant drivers.
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ژورنال
عنوان ژورنال: Sustainable business and society in emerging economies
سال: 2021
ISSN: ['2708-2172', '2708-2504']
DOI: https://doi.org/10.26710/sbsee.v3i3.1945