Factors affecting investment decision in working women

This research paper investigates the key factors affecting investing decision with a focus on addressing gaps in existing literature. Existing literature on investment decision primarily focuses on demographic and economic determinants such as income, education, age limited attention is given to combined impact of psychological, technological and social factors. This paper aims to provide a comprehensive understanding by integrating variables such as financial literacy, risk perception, behavioural biases, family influence and digital financial adoption. The study draws on existing literature and secondary data to examine the roles of financial literacy, risk tolerance, socio- demographic variables, social influences and psychological factors in shaping investment behaviour. This research contributes to the existing body of knowledge by offering a holistic framework for understanding women’s investment behaviour in the Indian context. The findings may assist policy makers, financial institutions and educators in designing targeted strategies to enhance financial inclusion and investment participation among working women.