Purchase behaviour of microcredit in bottom of pyramid markets: the case of war-affected youth in Sri Lanka

The main aim of this research is to investigate the purchase behaviour of microcredit amongst war-affected youth who are an integral part of the bottom of pyramid (BOP) market. This study was carried out amongst youth selected from the war-affected Northern and Eastern provinces of Sri Lanka. This research proposes a unique and integrated conceptual model to enhance war-affected youth's purchase intentions of microcredit. Also, the findings of this study can be utilised by microcredit marketers and other relevant stakeholders in war-affected areas, such as public policy makers, to enhance youth's purchase intentions of microcredit. Consequently, youth's entrepreneurial activities can be increased in post-war era, which can address their unemployment and benefit the society at large.