RISK BASED APPROACH TO INVESTMENT AWARENESS: AN EMPIRICAL STUDY WITH INDIVIDUAL INVESTORS

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1 RISK BASED APPROACH TO INVESTMENT AWARENESS: AN EMPIRICAL STUDY WITH INDIVIDUAL INVESTORS Dr.D.PADMAVATHI, M.Com., M.Phil., PGDCA., MBA., Ph.D. Associate Professor & Head, Department of Commerce, Sri Ramakrishna College of Arts & Science for Women, Coimbatore Tamil Nadu, India. Ms.S.SARANYA Teaching Assistant in Commerce, Avinashilingam Institute for Home Science and Higher Education for Women, Bharathi Park Road, Coimbatore Tamil Nadu, India. ABSTRACT The variety of investment alternatives in the financial services sector have provided the individual investor with a lot of opportunities to invest. The question lies in the awareness about the alternatives available. It is generally evident that the most common forms of investment is bank deposits and insurance though there are a plenty of other avenues in the market. This study was undertaken to assess the level of awareness of the investors about the various alternatives available classified based on the risk associated with each of such alternative. The objective of the study was to assess and understand such awareness among the investors in Tamil Nadu. The data was collected through structured questionnaire distributed to 204respondents from different socio economic classes. The results of this survey would help the financial institutions in creating an awareness on the lesser known investment alternatives among the public. KEYWORDS: savings, investment, risk, return, investor, awareness INTRODUCTION Investment plays a vital role in everyone s life. Savings and investment are the two fundamental concepts in financial industry. The habit of saving leads to the habit of investing and thereby arises the question of various investment avenues. Economists consider investment as a tangible or physical asset. There are many ways by which individuals can be benefited by saving and investing. By investing, more money can be generated in the form of interest. Money either grows or diminishes. If money is kept idle, its value diminishes. It grows only when it is invested and earns some interest. Money can be invested in stocks, bonds, mutual funds or any other avenues but the objective is to generate more cash in the future. In financial sense, investment is a monetary asset that is purchased will provide income in the future or will be sold at a higher price for profit. In simple words, investment is the use of money for earning money. The features of investment are mainly risk, return, liquidity, tax shelter and safety of money. Return that is expected depends upon the nature of investment, the maturity period and the other factors determining investment. Risk is something which is found in all kinds of investment. Risk and return are related to each other. Higher the risk, higher will be the return. In the competitive environment, there are a variety of options available for investments. The present study is an attempt to assess the investors level of awareness of the various investment options classified based on risk and to analyse the differences in the awareness level across different socio-economic groups. Vol: I. Issue LXXXVII, April

2 OBJECTIVES OF THE STUDY The study was undertaken with the following objectives: 1. To assess the investors level of awareness with regard to the various risk based investment avenues. 2. To analyse the differences in their awareness level across different socio-economic groups. 3. To offer suitable suggestions based on this study. HYPOTHESIS OF THE STUDY The following hypothesis was framed in order to analyse the differences in the investment awareness: Ho 1 : There is no significant difference in the level of awareness on the risk based investment avenues across the socio-economic groups of respondents. SCOPE OF THE STUDY The study is restricted to individual investors in Tamil Nadu from whom data was collected through an online survey instrument. LIMITATIONS OF THE STUDY The geographical area of this study is confined to the state of Tamil Nadu and hence a pan India reference may not be applicable.this study is based on the views of 204 respondents only and hence the results may not be universally applicable.the study is said to be period- specific. RESEARCH METHODOLOGY The research methodology includes the design, sources of data, sampling design and statistical tools. Research Design The design used in the study is descriptive type of research where the researcher has no control over the variables and can only report what has happened and what is going on. Source of Data Collection In this study, the primary data was collected by means of a structured questionnaire from a sample of 204 respondents consisting of different categories of respondents like employees, professionals, etc. Sampling design For the purpose of this study, the data was collected from 204 respondents by using convenience sampling technique. Statistical Tools The data that is collected have been analysed with the help of the statistical tools such aspercentage Analysis,Mean Score and ANOVA. LITERATURE REVIEW The study review articles that were collected and presented in this chapter are as follows: Neha S Shukla (2016)in her research article found out that the respondents with any education background invest in the investment avenues and both males and females have the investment tendency. Majority of the investors invest for a specific purpose i.e., long term growth.lay Cheng Lim, Alastair Adair & Stanley McGreal (2015) in their article revealed that the neighbouring countries are targeted if the investors characteristics are found familiar. It was observed that the behaviour of the investors differ depending upon the risk involved.sathiyamoorthy. C & Krishnamurthy. K (2015) in their articlefound that majority of investment is in the form of bank deposits. It was suggested that awareness can be created about the other investment alternatives like equity shares and bonds.sasirekha. P & Jerinabi. U (2015) in their article studied the investors attitude towards investment and risk with regard to information technology professionals in a particular city. It showed that the attitude towards investment and risk are the same for both men and women. The level of awareness was considered as the most important factor which motivates the investor to make investment.alagu Pandian. V & Thangadurai. G (2013) in their article observed that the investors prefer bank deposits and gold investment when compared to the other types of investment. It was suggested that the investors can opt for insurance schemes offering good returns in addition to life coverage. Saloni Raheja & Bhuvan Lamba (2013) found that people invest their money in different avenues depending on their choice of investment and it was also found that there are various kinds of investment avenues available in the market. It was suggested that the investors should have proper knowledge of investment avenues in order to avoid risk in the future.tamil Selvi.T (2005) did a research with an objective of finding out the different investment avenues and also their attitude towards the same among rural and urban investors. The investors perception towards investment alternatives has been ranked. It was found that majority of them are not aware of the various investment avenues. So it was suggested that awareness can be created via advertisements and investors have to be educated about the various investment alternatives. Vol: I. Issue LXXXVII, April

3 Based on the reviews collected it was found that there were numerous studies relating to the investors preference, perception, behaviour and satisfaction on various investments avenues. After identifying the research gap, this study is taken up by the researcher to study their awareness towards various investment avenues on a risk based classification safe avenues, moderate risk avenues and high risk avenues. ANALYSIS AND INTERPRETATION This section deals with the analysis and interpretation of the investors awareness, towards various investment avenues classified on the basis of the risk associated with them. The collected data has been systematically scrutinised and tabulated on which statistical tools were applied and following is the result of the same: Demographic Profile of the Respondents This section deals with the description of the respondents in terms of their gender, age, marital status, educational qualification, occupation, monthly family income The primary data was collected from a total of 204 respondents and their profile is presented in the table below in terms of percentage: TABLE 1 SOCIO-ECONOMIC PROFILE OF THE RESPONDENTS Socio-economic Variables Frequency Percent Gender Male Female Below 20 years Age Above School level Educational Qualification Diploma Under Graduate Post Graduate Higher Qualification Employed/Salaried Occupation Business Professional Others Monthly Family Income Below Rs.25, Rs Rs.50, Rs.50,000-Rs.75, Above Rs.75, The percentage analysis revealed that among 204 respondents, the highest percentage of the respondents was male.the age group of the respondents revealed that a maximum of 36% of the respondents were under the age group of years. Regarding the educational qualification of the respondents, the maximum percentage of the respondents were under graduates followed by post graduates.with respect to the occupation of the respondents, nearly 60% of the respondents were employed.with regard to the monthly income, the highest percentage of the respondents were earning above Rs per month. Vol: I. Issue LXXXVII, April

4 Level of Investors Awareness on various Investment Avenues There are various investment avenues available for the investors. For the sake of this research, these avenues were broadly classified into three categories namely safe, moderate and risky avenues based on the degree of risk. The safe avenues were identified to be savings bank account deposits, fixed deposits in banks, post office savings, government securities, real estate, public provident fund, gold and life insurance. Some of the moderate risk avenues were identified to be chit funds, debentures, bonds and mutual funds. Equity share market, commodity market and foreign exchange market were considered risky. The respondents were asked to record their degree of awareness in these avenues on a five point scale as high, moderate, low, very low and nil. Scores were assigned to these five points as 4,3,2,1 and 0. Mean scores were calculated to assess the average degree of awareness in these avenues and presented in the following tables: TABLE 2 DEGREE OF AWARENESS ON RISK BASED INVESTMENT AVENUES Safe Avenues Mean Scores Moderate Risk Avenues Mean Scores Risky Avenues Mean Scores Savings Account Deposits 3.66 Chit Funds 2.35 Equity Share Market 2.04 Fixed Deposits 3.37 Mutual Funds 1.98 Foreign Exchange Market Life Insurance 3.26 Debentures 1.70 Commodity Market Gold 3.01 Bonds 1.69 Post Office Savings 2.98 Real Estate 2.78 Public Provident Fund Government Securities Analysis of data with respect to the level of awareness of investment avenues in this section revealed that with respect to the safe avenues, there is high degree of awareness on savings account deposits, fixed deposits in banks, life insurance and gold closely followed by post office savings, real estate and Public Provident Fund and a very low degree of awareness is observed on government securities. With regard to moderate risk avenues, it was found that the respondents are very much aware of chit funds, followed by mutual funds and there is low degree of awareness on debentures and bonds. With regard the awareness on high risk products, equity share market is good when compared to foreign exchange and commodity market which are found to be very low. The overall degrees of awareness on the safe avenues were much higher when compared to the moderate risk and high risk avenues. Overall Degree of Awareness The table below presents an overall picture of the level of awareness on the risk based investment avenues by the respondents. TABLE 3 OVERALL DEGREE OF AWARENESS Investment Avenues Mean Score Safe Avenues Moderate Avenues High Risk Avenues It can be observed that the well known avenues are the safe ones with the mean score followed by moderate risk avenues with a mean score of and the respondents have the least knowledge on the high risk avenues with a mean score Differences in Level of Investors Awareness on Various Investment Avenues The level of awareness may not be the same across different groups of respondents classified based on socio-economic characteristics. This analysis will provide useful insights to the marketers in understanding the customer profiles and creating customised and targeted awareness campaigns on various categories of investment avenues based on risk. Vol: I. Issue LXXXVII, April

5 In order to study the differences in the level of awareness on the risk based investment avenues across the socioeconomic groups, the following hypothesis was framed and analysis of variance was done and the results are presented in table 4: Ho 1 : There is no significant difference in the level of awareness on the risk based investment avenues across the socio-economic groups of respondents. Table 4 LEVEL OF AWARENESS ACROSS SOCIO-ECONOMIC GROUPS - ANOVA Socio-economic Groups Awarenesss on Risk- based Investment Avenues Sum of Squares df Mean Square F Sig. Gender Safe Avenues Moderate Risk Avenues Risky Avenues Safe Avenues Age Moderate Risk Avenues Risky Avenues Safe Avenues Educational Qualification Moderate Risk Avenues Risky Avenues Safe Avenues Occupation Family Income Moderate Risk Avenues ** Risky Avenues Safe Avenues ** Moderate Risk Avenues ** Risky Avenues ** ** Significant at 1% level of confidence It is evident from the above analysis of variance, that with regard to the occupation groups for moderate risk avenues and with respect to the income groups for all the three avenues of investments, the f value is found to be significant at 1% level of confidence and the hypothesis is accepted is these cases. This indicates that the level of awareness about the investment avenues for the different income groups exhibit significant difference and the level of awareness about the moderate risk avenues also show significant difference. Except these cases, the other socio-economic groups did not show any significant difference regarding the awareness. FINDINGS The observations from the study regarding the level of awareness and the differences in awareness about the safe, moderate risk and risky avenues of investment are presented below: In terms of safe avenues,there is high degree ofawareness on savings account deposits, fixed deposits in banks, life insurance and gold closely followed by post office savings, real estate and public provident fund and a very low degree of awareness is observed on government securities. With regard to moderate risk avenues, it was found that the respondents are very much aware of chit funds, followed by mutual funds and there is low degree of awareness on debentures and bonds. With regard the awareness on high risk products, equity share market is good when compared to foreign exchange and commodity market which are found to be very low. The overall degree of awareness on the safe avenues were much higher when compared to the moderate risk and high risk avenues. Vol: I. Issue LXXXVII, April

6 As investments are directly related to income, the analysis of variance indicated that the income groups exhibit different levels of awareness on the investment avenues. The results of analysis of variance also revealed that there is a significant difference in the level of awareness about moderate risk avenues across the different occupation groups. SUGGESTIONS From the overall degree of awareness on all the investment avenues, it was found that not all the respondents are aware of moderate risk and high risk avenues. Dissemination of information regarding the moderate and high risk avenues of investment should be made by the agencies floating such investments. Regarding the safe avenues, awareness on government securities was found to be very low and hence efforts may be taken on disseminating information on the benefits of the same. Among the moderate risk avenues, awareness may be created on debentures and bonds in order to have a better yield on investments. There is a very low degree on awareness on commodity and foreign exchange market which could be addressed by the policy makers. In order to create better awareness, the marketers may target the different income groups with customised plans. CONCLUSION Investment plays a significant role in the day-to-day life of any individual. Investors perception on various avenues depends upon the level of risk and the return benefits present in these investment avenues. The results of the research reveal that most of the investors are aware of traditional investment options and also prefer to invest in the safe avenues which offer lowest risk though the returns are low. This indicates a conservative approach as far as individual investments are concerned even though many new investment avenues have been introduced to attract the public. Moreover in the context of moving towards an emerging financially developed economy, it is essential that the money in the hands of the public should flow into the capital and commodity market. REFERENCES 1. Aghila Sasidharan (2015). Gold as an Investment Option - A Study on Investment Pattern of Investors in Kerala. International Journal of Management and Commerce Innovations, 3(1), Alagu Pandian. V & Thangadurai. G (2013). A Study on Investors Preference towards Various Investments Avenues in Dehradun District. International Journal of Management and Social Sciences Research, 2(4). 3. Apparao. E & Kishore Babu. N (2015). A survey on Investors Perception towards investment avenues in Godavari Districts of Andhra Pradesh. International Journal of Research in Management, Social Sciences and Technology, 9(9). 4. Binod Kumar Singh (2012). A study on investors attitude towards mutual funds as an investment option. International Journal of Research in Management, 2(2). 5. Dhiraj Jain & Ruhika Kothari (2012). Investors Attitude Towards Post Office Deposits Schemes-Empirical Study In Udaipur District, Rajasthan. International Journal of Marketing and Technology, 2(7). 6. Gaurav Agrawal & Mini Jain (2013). Investors Preference Towards Mutual Fund In Comparison To Other Investment Avenues. Journal of Indian Research, 1(4), Kavitha. C (2015). Investors Attitudes towards Stock Market Investment. International Journal of Scientific Research and Management, 3(7), Lay Cheng Lim, Alastair Adair & Stanley McGreal (2015). The Perception of Real Estate Investment Opportunities in South East Asia. Pacific Rim Property Research Journal, 8(3), Manoj Kumar (2013). A Study of Customers Preference towards Investment in Equity Shares and Mutual Funds. International Journal of Education and Psychological Research, 2(2), Neha S Shukla (2016). Investors Preference towards Investment Avenues with Special Reference to Salaried Personnel in North Gujarat Region. International Journal for Science and Research in Technology, 2(1). 11. Pandian. L & Aranganathan.T (2012). Savings and Investments Attitude of Salaried Class in Cuddalore District. IOSR Journal of Business and Management, 1(1), Parimalakanthi. K & Ashok Kumar. M (2015). A Study on Investment Preference and behaviour of Individual Investors in Coimbatore City. Bonfring International Journal of Industrial Engineering and Management Science, 5(4). 13. Prabhavathi. Y & Krishna Kishore. N T (2013). Investors preferences towards Mutual Fund and Future Investments: A Case study of India. International Journal of Scientific and Research Publications, 3(11). 14. Pritham P. Kothari & Shivganga C. Mindargi (2013). A Study On Investors Attitude Towards Mutual Fund With Special Reference To Investors In Sholapur City. International Journal of Accounting and Financial Management Research, 3(2), Rajasekar. D (2013). A Study On Investors Preference Towards Mutual Funds With Reference To Reliance Private Limited, Chennai- An Empirical Analysis. International Research Journal of Business and Management, 3, Rajeev Jain (2012). Investors attitude towards secondary market equity investments and influence of behavioural finance. International Journal on Emerging Technologies, 3(2), Vol: I. Issue LXXXVII, April

7 17. Raju N.S.V.N & Anita Patra (2016). A Study on Investor s Attitude towards Investment in Equity Stocks with Reference to Visakhapatnam District. International Journal of Latest Technology in Engineering, Management & Applied Science, 5(9), Rathnamani.V (2013). Investors Preference towards Mutual Fund industry in Trichy. IOSR Journal of Business and Management, 6(6), Saloni Raheja & Bhuvan Lamba (2013). Behaviour of Investors towards investment. Indian Journal of Applied Research, 3(10). 20. Saloni Raheja & Bhuvan Lamba (2013). Behaviour of Investors towards investment. Indian Journal of Applied Research, 3(10). 21. Saranya. B & Jisha. U (2014). A Study on Investors Attitude towards Physical Gold and E-gold in Coimbatore city. International research journal of business and management, 5, Sasirekha. P & Jerinabi. U (2015). Investors Attitude Towards Investment and Risk. Indian Journal of Applied Research, 5(9). 23. Sathiyamoorthy.C & Krishnamurthy. K (2015). Investment Pattern And Awareness Of Salaried Class Investors In Tiruvannamalai Districts Of Tamil Nadu., 1(26). 24. Tamil Selvi.T (2015). Investors Attitude towards Investment Avenues. International Journal of Management and Commerce Innovations, 3(1), Thulasipriya. B (2015). A Study on the Investment Preference of Government Employees on Various Investment Avenues. International Journal of Management Research and Social Science, 2(1). 26. Vipin Benny & Biju John. M (2014). Investment Attitude in Gold-An Investors Perspective. IOSR Journal of Humanities and Social Science, 19(12), Vipin Kumar & Preeti Bansal (2014). A Study on Investors Behaviour towards Mutual Funds in Rohtak, Haryana. International Journal of Engineering and Management Research, 4(1), Tamil Selvi.T (2015). Investors Attitude towards Investment Avenues. International Journal of Management and Commerce Innovations, 3(1), Vol: I. Issue LXXXVII, April

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