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dc.contributor.authorJebarajakirthy, Charles
dc.contributor.authorThaichon, Paramaporn
dc.date.accessioned2018-07-27T01:30:19Z
dc.date.available2018-07-27T01:30:19Z
dc.date.issued2016
dc.identifier.issn0265-2323
dc.identifier.doi10.1108/IJBM-12-2014-0176
dc.identifier.urihttp://hdl.handle.net/10072/100926
dc.description.abstractPurpose – The leading multinational companies tend to expand their marketing activities to bottom of pyramid (BOP) market. The BOP market comprises many segments, however, little is known about the purchase behaviour of BOP market or segments therein. Microcredit provides credit access to customers in BOP market. The purpose of this paper is to investigate youth’s intentions of obtaining microcredit in the post-war era, which could be a segment of BOP market. Design/methodology/approach – The sample comprised 1,250 youth aged 18-27 selected from the Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, two structural models – full model and non-mediated model (direct effects model) were run to test hypotheses. Findings – Positive affect, subjective norms, entrepreneurial desire and self-identity enhanced intentions of obtaining microcredit, whereas perceived deterrents reduced those intentions. Additionally, self-identity mediated the association between positive affect, entrepreneurial desire, perceived behavioural control and knowledge of microcredit, and intentions of obtaining microcredit. Research limitations/implications – This study was conducted amongst youth in one country. Also, the data were cross-sectional. Hence, the model needs testing with youth and adults in other post-war contexts and with longitudinal data. Practical implications – The findings of this study inform how effectively microcredit can be marketed to youth in post-war contexts and to the other segments of BOP market. Originality/value – A unique purchase behavioural model is suggested with the mediating role of self-identity, to enhance intentions of obtaining microcredit in BOP markets, such as youth in post-war contexts. This study contributes to literature relating to purchase behaviour and self-identity, with particular reference to BOP market.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group
dc.relation.ispartofpagefrom191
dc.relation.ispartofpageto215
dc.relation.ispartofissue2
dc.relation.ispartofjournalInternational Journal of Bank Marketing
dc.relation.ispartofvolume34
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.titleMarketing microcredit to bottom of the pyramid market. Investigating determinants and the role of self-identity: The case of youth in post-war context
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorJebarajakirthy, Charles P.
gro.griffith.authorThaichon, Park


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