Examining the impact of product involvement, subjective norm and perceived behavioral control on investment intentions of individual investors in Pakistan

Abstract

This study aims to examine the impact of product involvement, subjective norm and perceived behavioral control on investment intentions of individual investors in Pakistan. The data were collected from 548 individual investors in Pakistan using systematic random sampling. The data analysis was done using descriptive and inferential statistics. The results of the analysis showed that product involvement and subjective norm have a significant impact on investment intention of individual investors in Pakistan. On the other hand, the perceived behavioral control appears as insignificant in influencing the investment intentions of individual investors. The results of the analysis can be helpful for the investment advisors in efforts to increase the level of involvement. They need to develop and promote customized investment portfolios for their customers that suit their risk profile, investment objectives and financial constraints.