Investor Awareness, Perception and Attitude towards Selected Investment Avenues: A Descriptive Survey of Individual Investors in Hyderabad, India

Abstract

Investment awareness, perception and attitude are important behavioural factors that influence the savings and investment decisions of individual investors. This study examines the savings pattern, investment behaviour, awareness, perception and attitude of individual investors towards selected investment avenues in Hyderabad. The study is descriptive in nature and is based on primary data collected from 101 respondents through a structured questionnaire administered using Google Forms. Convenience sampling was used for data collection. The data were analysed using percentage analysis, cross-tabulation, weighted mean score analysis and Chi-square tests. The findings show that home purchase was the major objective of saving among the respondents, followed by children's education and retirement planning. Relatives and friends emerged as the major source of information regarding investment avenues. Chit funds were the most preferred investment avenue, followed by bullion investments, stock market investments, insurance and bank deposits. Most respondents preferred a moderate risk and moderate return combination, indicating a cautious and balanced investment attitude. Weighted mean score analysis showed that risk was the most important factor influencing investment decisions, followed by return and capital appreciation. The study found a statistically significant relationship between income level and savings behaviour. Further, awareness level had a significant association with preference towards stock market investment, whereas no significant association was observed with preference towards chit funds and insurance. However, the findings should be interpreted with caution because the study is based on a limited sample selected through convenience sampling. The study highlights the need for investor awareness programmes, financial literacy initiatives and better guidance to support informed investment decisions among individual investors.