EXPLORING INVESTORS' PREFERENCES AND PERCEPTION TOWARDS DIGITAL STOCK TRADING PLATFORMS IN GUJARAT

The rapid growth of digital technology has transformed the landscape of stock trading in India, making it more accessible, efficient, and user-friendly. This study aims to understand how investors in Gujarat perceive and engage with digital stock trading platforms. With a sample size of 134 investors, the study focuses on two key objectives: analysing investors’ preferences and perceptions, and examining the association between demographic characteristics—such as age, gender, education, and occupation—and their attitudes toward digital trading platforms. The research reveals that investors in Gujarat hold a favourable perception of digital stock trading platforms, considering them easy to navigate, efficient for trading, and reliable in terms of timely notifications and updates. The findings indicate that digital platforms significantly enhance trading convenience and decision-making. Statistical analysis further demonstrates a meaningful association between demographic variables and investors’ preferences and perceptions. Younger investors tend to be more comfortable with technology, while educational and occupational backgrounds also influence the way investors evaluate platform features such as usability, security, and performance. Overall, the study highlights the increasing acceptance of digital trading platforms among investors in Gujarat and emphasizes the role of demographic differences in shaping user behavior. These insights can support platform developers, financial institutions, and policymakers in improving digital trading services and designing targeted strategies to enhance investor engagement and financial literacy.