A Study on Retail Investors Behaviour towards Stock Market investments with Reference to Gen Z

Abstract

The study titled “A Study on Retail Investors’ Behaviour towards Stock Market Investments with Reference to Generation Z” examines the factors influencing the investment behaviour of Generation Z retail investors in the Indian stock market. The study focuses on key variables such as financial literacy, risk tolerance, expected returns, social media influence, and online investment platforms. A descriptive research design was adopted, and primary data were collected from 125 respondents through a structured questionnaire, while secondary data were gathered from books, journals, company reports, and online sources. The collected data were analyzed using percentage analysis, Pearson’s correlation, and Chi-square tests. The findings indicate that financial literacy and risk tolerance have a significant positive relationship with investment behaviour, while online investment platforms significantly influence investment decisions by providing accessibility and convenience. However, social media influence does not have a significant impact on the investment decisions of Generation Z investors. The study concludes that Gen Z investors are becoming active participants in the stock market due to increasing financial awareness and digital adoption. It recommends enhancing financial education, investor awareness programmes, and technology-driven investment platforms to support informed and responsible investment decisions among young investors.