Marketing psychology beyond consumerism: The future of capital building among Ugandan youth
| dc.contributor.author | Isaiah Opio | |
| dc.date.accessioned | 2026-08-24T10:22:25Z | |
| dc.date.available | 2026-08-24T10:22:25Z | |
| dc.date.issued | 2026-05-28 | |
| dc.description | Undergraduate | |
| dc.description.abstract | Uganda has one of the world's youngest populations (78% under 30), yet 64 to 70% of working-age youth are unemployed or underemployed, while advertising spending has surged 30%—with betting, fast food, and fashion brands dominating youth-targeted digital marketing. This study asked whether the psychological principles that drive consumption can be repurposed to promote saving, investment, and capital formation among Ugandan youth. Using a concurrent mixed-methods design, quantitative surveys were collected from Qualitative analysis 50 youth aged 18 to 30 in Kampala and Mukono, alongside 18 key informant interviews and 4 focus group discussions. Findings show current marketing exploits triggers including social proof (4.2/5) and aspirational identity (4.1/5); betting ads were recalled by 64% of respondents, and 60% made purchases based on influencer recommendations. While 64% save, this occurs primarily through mobile money (40%) and informal groups (24%), with only 16% using formal institutions. A knowledge-action gap persists: 88% agree they should save more, yet present bias prevails ("enjoy life now" scores 4.0 vs. saving at 3.4). Four major barriers were identified through qualitative research including conflict of identities, mistrust in institutions, temptation of quick gains and peer pressure. Marketing psychology should be recognized as an untapped resource for enabling youths economically and can be reengineered to facilitate capital creation through identity-oriented marketing strategies, simple financial products, peer accountability and trusted online influencers. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/3575 | |
| dc.language.iso | en | |
| dc.publisher | Uganda Christian University | |
| dc.title | Marketing psychology beyond consumerism: The future of capital building among Ugandan youth | |
| dc.type | Dissertation |