Factors that determine consumer investment decisions in children`s education :empirical study of theory of reasoned action (TRA)

Abstract

Financial institutions in Malaysia are always emphasizing the individual, parents and society to plan for their financial. For parents, it is encouraged that they perform financial planning especially for their children`s education funds. This is also because the cost of tertiary level is increasing year by year whether for study locally or abroad. Through this kind of investment hopefully it can lead to the peace of mind and financial freedom for all parents in the future. Hence, parents should start saving or investing for their child`s education as early as they could. Therefore, the main objective of this study is to choose the suitable investment that suits the needs of the parents especially during their tertiary education level. By given the importance of financial planning in the investment of children`s education funds, this study is aimed to explain the level of awareness among the parents and also looking at the effects of attitude and subjective norm of the parents` behavioral intention to perform and choose either conventional or Halal type of investments in children`s education funds for their future use. Drawing upon the theory of reasoned action model (TRA) by Fishbein and Ajzen (1975), this study was carried out to determine factors that influence consumers` choice in investment in a child`s education by means of factor analysis, correlation and multiple regressions. Further analysis using descriptive was used to examine the level of awareness among the parents towards the investment for children`s education. A survey questionnaire was conducted on 282 working employees in the government, semi-government and private sectors. The findings from the survey indicated that parents were still lacking of awareness and knowledge pertaining to the traditional investment and halal investment for children`s education fund and they did not sure of the existence of the investment product specified the fund for their children`s educations especially in Halal products. Furthermore, the result of attitude and subjective norm, significantly influence the intention of the consumer choice in investing in children`s education. By using this TRA model, the subjective norm is more as the influence factor in explaining the parent`s intention to choose in investing for their children`s education. Both hypotheses in this study are supported. Hence, the findings have proven the soundness of the TRA for study in the area of conventional and Halal investments for children`s education.