The Gig Economy and its Influence on Millenial Lifestyles and Purchasing Behaviour in Developing Markets – Case Study: Lagos, Nigeria

Delving into the profound impact of the gig economy on lifestyles and buying habits of Millennials in Lagos state, Nigeria, this research focuses explicitly on the retail, entertainment, and logistics sectors. The study employs a positive epistemological approach and a survey design involving 400 gig-working Millennials across three local governments. The research captures nuanced shifts in purchasing behaviour through structured questionnaires featuring a Likert 5-point scale and open-ended questions, emphasizing the interplay between gig work and individual choices. Rigorous validation measures, including a pilot study and Cronbach's alpha, ensure the robustness of the research. Noteworthy findings include a surge in online purchases and a preference for bargains, aligning with utilitarian theory and reflecting a cautious spending approach which ultimately concludes that gig work significantly influences Millennials' consumer behaviour, prompting necessary adaptations in business models.