A Study on Factors Affecting Choice of Investment Opportunities of Youth in Bejai

This study delves into the investment preferences of youth in Bejai, with a particular focus on 
their level of financial awareness, behavioral patterns, and the underlying decision-making 
processes influencing their choice of investment avenues. As the financial landscape evolves 
with the integration of digital platforms and broader market access, understanding how young 
individuals approach investing becomes increasingly vital for policymakers, educators, and 
financial institutions alike. 
Through a structured questionnaire distributed among 50 respondents aged between 18 and 30, 
the research explores the comparative popularity of various investment options, such as Public 
Provident Funds (PPFs), mutual funds, equities, fixed deposits, and digital assets. The findings 
reveal a distinct preference for secure, low-risk instruments like PPFs and bank deposits, driven 
by a conservative risk appetite despite an increasing awareness of higher-return avenues such 
as mutual funds and equity markets. 
The study identifies several key factors that influence youth investment behavior: financial 
literacy, perceived risk, ease of access through digital platforms, influence of peers and family, 
and exposure to financial advisory content on social media. While the awareness of diverse 
investment tools is on the rise, actual participation in market-linked instruments remains 
limited, primarily due to uncertainty, lack of experience, and limited formal education in 
personal finance.