Authors : P. Vidya Vaishnavi

Volume/Issue : Volume 10 - 2025, Issue 9 - September

Google Scholar : https://tinyurl.com/5bcwbnun

Scribd : https://tinyurl.com/avpj4zdv

DOI : https://doi.org/10.38124/ijisrt/25sep1332

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Note : Google Scholar may take 30 to 40 days to display the article.

Abstract : The stock market has emerged as a significant avenue for wealth creation in India, supported by technological advancements, online trading platforms, and financial literacy initiatives. Despite these opportunities, investment behaviour is influenced by awareness levels, risk perceptions, and personal financial goals. This study focuses on employees of JSW Steels Ltd, a group with stable incomes and investment potential, to examine their stock market awareness, participation patterns, motivations, and barriers. Using primary data collected from 54 employees through a structured questionnaire and supported by secondary sources, the study reveals that while a majority of respondents are aware of the stock market, only a small proportion possess strong knowledge. Participation levels are moderate, with nearly two-thirds investing either regularly or occasionally. Shares and mutual funds are the most preferred options, while bonds, gold, and real estate attract less interest. The key motivator for investment is long-term savings, followed by the pursuit of higher returns, whereas limited disposable income, lack of knowledge, and fear of risk are major obstacles. The findings highlight the presence of awareness but also point to knowledge gaps and risk aversion that restrict broader engagement. The study concludes that targeted financial literacy programs and support mechanisms can enhance employee confidence, encourage informed decision-making, and contribute both to personal financial security and to strengthening the financial system.

References :

1. Agarwal, Sumit; Ayyagari, Meghanan; Cheng, Yuxi; and Ghosh, Pulak, "Road to stock market participation" (2021). 
2. Sivaramakrishnan, Sreeram & Srivastava, Mala & Rastogi, Anupam. (2017). Attitudinal factors, financial literacy, and stock market participation. International Journal of Bank Marketing. 35. 10.1108/IJBM-01-2016-0012.
3. Jagriti Arora, Madhumita Chakraborty; Role of financial literacy in investment choices of financial consumers: an insight from India. International Journal of Social Economics 27 February 2023; 50 (3): 377–397.
4. N. Radha, Dr. K. Saravanan. (2025). Investment Habits and Financial Literacy among Corporate Employees in Hyderabad. South Eastern European Journal of Public Health, 66–76.
5. Patil, A., Hiremath, R. B., Yadav, R., & Mane, N. S. (2024). Decoding millennial investment behavior: A comprehensive study of Indian stock market participation. Academy of Marketing Studies Journal, 28(6).
6. K, A. (2023). Insights into the Association between Financial Literacy and Stock Market Participation of Retail Investors: A Bibliometric Review. Bimaquest, 23(1).
7. Maarten van Rooij, Annamaria Lusardi, Rob Alessie. FINANCIAL LITERACY AND STOCK MARKET PARTICIPATION. NBER Working Paper No. 13565. October 2007. JEL No. D91.
8. Lusardi, Annamaria, and Olivia S. Mitchell. 2014. "The Economic Importance of Financial Literacy: Theory and Evidence." Journal of Economic Literature 52 (1): 5–44.