Citation :

Sheetal Jaikar, Samena Jambhulkar, "A Study on Women’s Investment Behaviour in Urban Areas," International Journal of Economics and Management Studies, vol. 13, no. 5, pp. 11-18, 2026. Crossref, https://doi.org/10.14445/23939125/IJEMS-V13I5P102

Abstract

The preferences, decision-making styles, risk tolerance, and financial literacy of urban women are the main topics of this study's investigation of their investment behavior. Urban women are becoming important participants in investment activities due to rising educational attainment, career prospects, and financial independence. The goal of the study is to determine the variables, such as income level, financial literacy, sociocultural influences, and access to financial information, that affect their investing choices. According to the report, women investors typically have a moderate to low appetite for risk and favour safer investment options like gold, mutual funds, fixed deposits, and insurance over riskier ones like stocks. Nonetheless, younger, professionally employed women are gradually moving toward diverse portfolios and market-linked assets. Their investment decisions are heavily influenced by financial objectives like wealth accumulation, retirement planning, children's education, and financial security. The study also looks at how peer pressure, internet platforms, and financial advisors might increase women's investment engagement. Despite advancements, societal restrictions, a lack of sophisticated financial understanding, and a limited capacity for taking risks continue to influence their investing behavior. The results imply that women investors can be empowered by raising awareness through education and digital platforms, offering tailored financial products, and enhancing financial literacy. The study's overall findings highlight the increasing significance of women in the financial system and the necessity of inclusive approaches to assist their urban investing journeys. Nowadays, in the digital era, online marketing of investment products also creates awareness among the young aspiring women to invest their hard-earned money and get independent financially on their family. Many rural working women should also be motivated, and through digital advertisements, they should be made aware of the existing investment plans in various sectors like the bullion market, mutual funds, stock market, etc., apart from Fixed deposits and RDs in traditional banking systems.

Keywords

Urban, Investment, Financial, Career, Risk, Fintech.

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