A Study on Awareness Level of Financial Literacy and Factors Influencing the Investment Decision among Employed Women in Vatakara City
A Study on Awareness Level of Financial Literacy and Factors Influencing the Investment Decision among Employed Women in Vatakara City
Abstract: In today's digital era, financial literacy is vital for enabling individuals to make well-informed financial choices.
As more women enter the workforce and the significance of digital financial services rises, it becomes crucial to assess the
digital financial literacy levels among working women. In India, where women make up 46 percent of the population, many
face limitations in opportunities and rights due to financial dependency. This research investigates the financial literacy and
awareness of financial services among women in Vatakara city. Utilizing a descriptive research design, primary data was
gathered from 120 working women, revealing that the majority of participants are young, educated, and have a moderate
understanding of financial tasks and products. The findings indicate a positive correlation between age and income with
financial literacy awareness among employed women, as younger women in the active age group demonstrate a strong
interest in learning about new financial services and products. Income significantly impacts financial literacy, affecting
investment choices. Overall, women show a favourable understanding of financial products, suggesting that while there is
room for improvement, respondents have a satisfactory grasp of these financial offerings.
Keywords: Financial Inclusion, Financial Literacy, Women Empowerment, Investment Decision, Financial Awareness, Financial
Products.
How to Cite: Dr. V. L. Lavanya; Shimjith Moolayil (2025) A Study on Awareness Level of Financial Literacy and Factors
Influencing the Investment Decision among Employed Women in Vatakara City. International Journal of Innovative Science and
Research Technology, 10(12), 226-232. https://doi.org/10.38124/ijisrt/25dec233
knowledge often results in women opting for safer savings III. METHODOLOGY OF THE STUDY
options rather than exploring higher-yield investment
opportunities. It is crucial for women to achieve a level of A research design serves as a structured framework
financial literacy that allows them to make informed financial encompassing various research methods and techniques
choices, manage household resources effectively, and employed by researchers. It outlines the types of data to be
participate economically for the benefit of both present and collected, the sample selection process, and the analysis phase
future generations. Women are instrumental in fostering of the research. Primary data was gathered through a
financial habits in the next generation. Thus, improving structured questionnaire administered to employed women in
financial literacy among women is essential; it not only the Vatakara area during January 2025. Secondary data was
enhances their ability to manage personal and household sourced from journals, articles, books, magazines,
finances but also empowers them to access appropriate newspapers, government reports, and other published
financial services and products, as well as to create and materials. A convenience sampling method was utilized to
manage their own economic initiatives. select participants. Essential information was collected from
120 randomly chosen employed women working as teachers,
Significance of the Study tailors, beauticians, shopkeepers, and business owners. Data
A considerable number of women are facing significant was obtained from willing and eligible participants using a
challenges due to a patriarchal society. The low literacy rates systematically designed, interviewer-administered
among women create a major barrier to their personal questionnaire that underwent pre-testing. The questionnaire
development and that of society at large. Women's progress is gathered socio-demographic information, including age,
essential for societal advancement, as they are key figures in gender, occupation, education, marital status, and
child-rearing and influencing future generations. Although socioeconomic status. Additionally, it assessed respondents'
the percentage of working women has increased recently, awareness and evaluated their financial knowledge and the
many still lack the autonomy to make decisions regarding factors influencing women's financial literacy. In addition to
investments or manage their finances. Financially literate averages and percentages, techniques such as Cronbach’s
women are empowered to make informed decisions and alpha, factor analysis, and regression method were applied
understand the significance of financial independence. using SPSS 26.
Investments are vital for women's financial security, and the
rise of women-owned businesses can enhance societal IV. FINDINGS OF THE STUDY
progress. Additionally, financial literacy is crucial for the
successful operation and management of these enterprises. Socio-economic factors significantly influence an
Thus, this research is of great significance. individual's personality and traits. In contemporary society,
women are recognized as a vital asset, with many actively
participating in national development initiatives. These socio-
economic elements are increasingly important in promoting
financial literacy and guiding investment choices. Table 1
presents information on the socio-economic conditions of the
selected employed women in the study.
The above table 1 provides socio-economic data of the The occupation status of the women workers depicted
selected employed women, focusing on age, marital status, that 24 percent of them were teachers and daily wages
education, occupation, and income. The majority of the followed by 23 percent of the women workers were shop
respondents (49percent) are aged between 30-40 years keepers, 15 percent of them were beautician, 13 percent of
meanwhile 26percent of the respondents fall within the 20-30 them are tailors. The majority of respondents (51percent)
years age group. The remaining 20percent are aged above 40 have earned income between 10,000 and 15,000 INR. The
years.A significant portion of respondents (48 percent) have income distribution shows that 32 percent of them earn below
completed their graduation and 32 percent have an education 10,000 INR, indicating a lower-income demographic and 18
level up to Higher Secondary and 19 percent have attained percent of them only earn income above 15000 INR. The
post-graduate qualifications. Nearly65percentof the income of women is a crucial factor of household expenditure
respondents are married, 13percent of the respondents are development. Women’s living standards are mostly
unmarried and widowed. A small portion of the sample determined by their socioeconomic situations. The
consists of divorced (9 percent). demographic profile suggests that the sample consists mainly
of educated women, with a considerable proportion fully
integrated into the workforce.
Table 2 illustrates the awareness and understanding of methods. Furthermore, 13 percent have a moderate
employed women regarding specific financial products and familiarity with online banking, and only 9 percent utilize
services. In financial matters, 43 percent of these women tend cheques for money withdrawal. Overall, this indicates that
to comprehend bank statements, although their understanding women have a commendable grasp of different money
of filling out forms is greater. It can be noted that 33 percent withdrawal techniques, underscoring their expertise in this
of them are engaged in completing bank forms, while 24 domain.
percent demonstrate a strong awareness of monitoring their
account balances. Gold (19 percent) and bank fixed deposits (18 percent)
indicate that respondents have the highest level of knowledge
Women exhibit a solid understanding of various money about these financial products. Women demonstrate some
withdrawal methods, with 34 percent demonstrating strong awareness of other financial instruments such as bonds (16
familiarity with ATMs, while 23 percent are relatively percent), shares (15 percent), and PPF (14 percent), while
comfortable using mobile applications. Additionally, 22 only 9 percent are familiar with insurance and real estate. The
percent possess a good level of knowledge in completing overall women generally exhibit a positive level of
withdrawal slips, albeit not as proficiently as with other understanding regarding financial products. This implies that
although there are opportunities for enhancement, financial decision-making is critical for achieving personal
respondents possess a satisfactory comprehension of these financial objectives and ensuring the sustainability and
financial offerings. growth of organizations. Table 3 illustrates the factors that
affect the investment decisions of employed women.
Factors Influencing Employed Women’s Investment
Decision The Cronbach’s alpha to test the reliability or internal
The financial decision-making process is crucial, consistency of the scale, gave a value of 0.963 greater than
impacting both individual and organizational outcomes. As the norm of 0.70 indicating good scale reliability. To
economic conditions grow more complex, it is essential to determine the appropriateness of applying factor analysis, the
make well-informed financial decisions. This essay delves KMO and Bartlett’s test measure were computed and the
into the complexities of financial decision-making by results are presented in table 3.. KMO statistics is .853 which
analyzing the strategies utilized, the factors that affect these is signifying higher than acceptable adequacy of sampling.
decisions, and the psychological elements that influence The Bartlett’s test of Sphericity was also found to be
financial behaviour. The decisions made can result in significant at one percent level providing evidence of the
significant profits or harmful losses in various domains, such presence of relationship between variables to apply factor
as capital allocation, risk management, investment strategies, analysis.
and budgeting practices. Grasping the fundamentals of
The communalities for each variable were assessed to determine the amount of variance accounted by the variable to be
included in the factor rotations. All the variables had value greater than 0.50 signifying substantial portions of the variance accounted
by the factors. Table 4 enlists the Eigen values, their relative explanatory powers and factor loadings for 13 linear components
identified within the data set.
V. EXTRACTION METHOD: PRINCIPAL with increasing financial education and advocating for
COMPONENT ANALYSIS gender-specific investment options and inclusive financial
regulations, can help reduce investment disparities and
Rotation Method: Varimax with Kaiser Normalization, strengthen women's long-term economic stability, thereby
Rotation Converged in 2 Iterations having a substantial effect on their investment decisions.
The component matrix from the Kaiser rotation
displayed in Table 4 indicates that the first factor exhibited Correlation between Socio-Demographic Factors and the
significant loadings across ten dimensions, which include Financial Literacy Awareness of Employed Women
income availability, traditional gender roles in financial In contemporary society, the roles of women and their
decision-making, clarity and simplicity of investment financial involvement are crucial to both personal and
products, familial influence on financial choices, peer economic spheres. It is essential for women to have authority
pressure and social networks, cultural perceptions regarding over their finances and a voice in household financial
women's investments, government initiatives and tax decisions. The equal engagement of both men and women is
benefits, risk tolerance and financial risk perception, as well vital for enhancing women's status in society and for
as concerns regarding financial losses and market volatility. achieving sustainable development goals. Although women
Collectively, these dimensions accounted for nearly 72 occupy high-ranking positions and contribute significantly to
percent of the variance. The second factor showed significant the economy, their financial decisions at the household and
loadings for three dimensions: access to financial advisors investment levels often go unrecognized. By improving
and credit resources, the influence of investment marketing, women's financial literacy and fostering their financial
and tax-saving investment options tailored for women, which independence, not only will their status be elevated, but it will
together explained approximately 8 percent of the variance. also positively impact their personal well-being and the
Consequently, these factors significantly impact the overall economic landscape (Aulakh & Saluja 2017). Socio-
investment decisions of employed women. Similar demographic factors significantly influence women's
conclusions were drawn by Khalid Ullah (2020) and Mehta et awareness of financial literacy. Table 5 illustrates the
al. (2025), who found that improving financial literacy, relationship between these socio-demographic factors and the
addressing socio cultural influences, promoting digital financial literacy awareness among employed women.
adoption, and enhancing access to financial products, along
Table-5 Correlation Between Socio-Demographic Factors and the Financial Literacy Awareness of Employed Women
Variables Regression co-efficient Standard error t ratio Level of Significance
Age .220 .397 8.005 .000*
Marital status .196 .217 5.326 .083
Education .146 .279 2.228 .027
Occupation .289 .108 3.044 .045
Income .271 .298 3.613 .001*
Constant .314 .217 10.665 .000
R2 .781
F ratio 2.918
Source: Estimation based on field survey, 2025
*significant at one percent level
The R2 value, which assesses the model's goodness of however, personal income and the type and position of one's
fit, was found to be 0.781, indicating that approximately 78 work do not have such effects.
percent of the variance in the dependent variable can be
accounted for by independent variables such as age, marital VI. CONCLUSION
status, income, occupation, and education. The F ratio was
significant at the one percent level, suggesting that the model The study found that age and income are positively
demonstrates a good fit. Age and income are positively correlated with financial literacy awareness among employed
correlated with financial literacy awareness among employed women, as younger women in the active age group show a
women, as younger women in the active age group show a keen interest in learning about new financial services and
keen interest in learning about new financial services and products. Income plays a statistically significant role in
products. Income plays a statistically significant role in financial literacy, influencing investment decisions.
financial literacy, influencing investment decisions. Education significantly impacts financial literacy, as educated
Education significantly impacts financial literacy, as educated individuals are more likely to recognize the importance of
individuals are more likely to recognize the importance of financial products and services. Women’s living standards are
financial products and services. Additionally, occupation and mostly determined by their socioeconomic situations. The
marital status also significantly affect women's financial demographic profile suggests that the sample consists mainly
literacy awareness. Similar findings were reported by Mbarire of educated women, with a considerable proportion fully
et al. (2014) and Gupta (2018) indicating that age, gender, integrated into the workforce. in the study it was found that
education, wealth characteristics, information sources, and women are looking forward to some help which can empower
financial guidance all influence financial literacy levels; them in taking secured financial decisions. Financial firms
and advisors need to draw some education plans for women [9]. Ms.Mehta Vani Joghee, Dr Usha K N, Dr Bhumika
depending on their age, income, education and employment Patel, Dr Ameya M Rane, Dr.P. Manimalathi and Dr. S.
status so that they become financially aware of the various Revathy (2025) A Study on Factors Influencing
investment avenues and can take their investment decisions Working Women Investment Awareness and Investment
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Financial counselling and peer mentorship initiatives can
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Government-sponsored investment initiatives aimed at
working women, like specific tax-advantaged investment
plans or pension schemes, have to be extensively pushed.
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