"FACTORS INFLUENCING INVESTMENT BEHAVIOUR AND DECISION-MAKING OF SALARIED INVESTORS"

Investment and investors play a significant role in economic development, and understanding the diverse characteristics of investors is essential for fostering inclusive growth. The increasing participation of women and rising educational levels among investors have strengthened financial awareness, independence, and informed decision-making. Salaried individuals, owing to their relatively stable income structure, constitute an important segment of investors whose saving and investment behavior is influenced by various demographic, psychological, and situational factors. This study examines the key determinants influencing the saving and investment decisions of salaried individuals across different investment avenues, considering their level of financial knowledge and satisfaction. Although existing literature primarily emphasizes theoretical perspectives on investment preferences, there is limited empirical research on validated constructs that analyze investment behavior along with the moderating effects of situational and investor-specific variables. Addressing this gap, the study develops and empirically tests a comprehensive conceptual framework to evaluate the combined impact of these determinants on investment behavior, decision-making, and performance. The findings provide valuable insights for financial marketers, policymakers, and researchers in better understanding and engaging salaried investors.