Social and Behavioral Sciences Commons^™

Who Is The Customer? Identifying The Initial Adopters Of Formal Savings. Field Evidence From Malawi, Karan Saggi

CMC Senior Theses

This thesis examines household characteristics as determinants of formal savings accounts in rural Malawi. The main questions answered in this paper include the effects of household characteristics on the probability of having formal savings, the amounts saved in these accounts, and the probability of adopting formal savings. The central discussion aims to identify the initial adopters of formal savings accounts, using a marketing approach previously unapplied to this area of research. This paper also contributes to the dialogue of the household composition by considering three untried variables: number of adults, number of children, and literacy of all household members. Results …