A Study on the Characteristics of Investors Using Motive-Based Segmentation

Saving motive is a desire to reserve a certain portion of one’s income for future needs. Noted economist Keynes has given eight factors which he believed motivated individuals to abstain from spending out of their incomes. The saving rate of households is affected not only by their ability to save, but also by their willingness to save. India was able to save 32% of its Gross Domestic Product (GDP) irrespective of its low per capita income and high inflation rate, mainly because of the inclination of people to save. This study attempts to find out characteristics of persons having different levels of saving motives. This will be useful to the marketers of investment products to design their marketing programs according to the segment on which they want to concentrate.