Abstract
While investing, it is most important for an investor that he/she understand and follows the basic principles of investing to gain maximum advantages out of it. The present study analyzes the investment behavior of 190 economically weaker section (EWS) investors and rank their preferences and reasons using Garret ranking. The study observes that investors prefer to invest in traditional investment avenue over modern avenue due to lack of awareness and ease of investing across demographics. Results of ANOVA inform a small shift to mutual funds and change in perceived risk and return behavior in selected age, income, and education category. The study recommends for opening of dedicated small financial planning centers/branches/kiosks, etc. to increase their awareness level and participation so that they can gain maximum advantages from their investment.
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