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A Study on Awareness Level of Financial Literacy and Factors Influencing the Investment Decision among Employed Women in Vatakara City

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.
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0% found this document useful (0 votes)
0 views7 pages

A Study on Awareness Level of Financial Literacy and Factors Influencing the Investment Decision among Employed Women in Vatakara City

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.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Volume 10, Issue 12, December – 2025 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25dec233

A Study on Awareness Level of Financial


Literacy and Factors Influencing the Investment
Decision among Employed Women in
Vatakara City
Dr. V. L. Lavanya1; Shimjith Moolayil2
1
Author, Assistant Professor, Department of Economics, Avinashilingam Institute for Home Science and
Higher Education for Women, Coimbatore, Tamil Nadu.
2
Co-Author, Assistant Professor, PG Department of Commerce and Management Studies, National
College of Arts and Science, Puliyavu, Kozhikode, Kerala

Publication Date: 2025/12/11

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

I. INTRODUCTION management. Women benefit greatly from financial literacy


since it equips them with the knowledge and abilities needed
Financial literacy is a vital skill that empowers to manage their money, whether it is for running their own
individuals to make informed financial decisions, effectively businesses or creating household budgets.
manage their resources and secure long-term economic
stability. For women, financial literacy has far-reaching The article from the Economic & Political Weekly titled
implications, influencing not only their personal financial 'Deciphering Financial Literacy in India' highlights
well-being but also their ability to contribute to household significant disparities in financial literacy across different
and community economic growth. Financial literacy states in India. A comprehensive national dataset, which
encompasses a range of skills and knowledge that enable includes an index measuring financial knowledge, behaviour,
people to make informed financial decisions. Financial and attitudes, reveals a variation exceeding 60 percentage
literacy has become a significant topic in the global economy, points between the state with the highest financial literacy and
affecting an individual’s abilities to make mindful decisions the one with the lowest. Statistical evaluations indicate that
about savings, investment, fund management and long-term these discrepancies in fundamental financial planning are
financial planning. One of them is being aware of financial linked to factors such as gender, educational qualifications,
principles such as budgeting, investing, saving and debt geographical location (rural, urban, or metropolitan),

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employment status, technological proficiency, and existing II. REVIEW OF LITERATURE


debt levels. While women excel in budgeting and managing
household finances, they often defer to male family members Sinija et.al (2024) finds a significant relationship
for major financial decisions, perceiving them as more between age and financial literacy but no significant
knowledgeable. This reliance stems from a fear that their correlation between education or income levels and financial
decisions could adversely impact the family. Women literacy awareness. The findings underscore the need for
generally possess less experience with essential financial targeted financial education programs to enhance financial
matters. Therefore, achieving a foundational level of financial literacy among rural women, addressing identified barriers
literacy is crucial for women, enabling them to make and focusing on age-specific strategies to improve their
independent choices regarding their savings and investments, economic participation and contribute to national economic
ultimately fostering a healthier and more prosperous family development. Kresphulin (2024) discovered that many
life. women lack knowledge about how to open and manage a
bank account, which restricts their access to formal financial
Understanding financial literacy is essential for systems. Additionally, none of the women utilized mobile
successfully navigating the complexities of the modern banking, indicating that their access to digital tools is limited
financial environment. It empowers individuals with the due to insufficient mobile technology, internet connectivity,
knowledge necessary to make informed and effective or financial services. Anusha et al. (2024) reported that
financial decisions. This important process promotes financial literacy among women in Pondicherry is low, with
financial inclusion by enabling individuals to cultivate skills a small percentage demonstrating awareness. The study also
and insights related to managing, spending, and saving highlights that various factors, including age, income, and
money. Financial literacy includes the awareness, knowledge, education, affect financial literacy. Kanika and Das (2022)
skills, and behaviours that are crucial for achieving financial emphasized the importance of financial and savings literacy
well-being, which ultimately contributes to financial stability. in investment decisions. Understanding concepts such as
By enhancing their financial literacy, individuals can more EMI, ROI, and FDI, as well as the ability to prioritize future
effectively manage their finances and prevent financial crises. consumption over present needs and set savings objectives
(like funding children's education, purchasing homes, or
With the increasing involvement of women in financial arranging marriages), significantly influences investment and
planning, their higher employment rates are contributing to saving choices among working women in West Bengal. Koti
enhanced productivity growth (World Bank, 2011). (2019) noted that 30percent of women felt comfortable with
Additionally, the rise in female employment has played a investments, while mutual funds and their returns remained a
crucial role in sustaining Asia's robust economic growth rates grey area. The gold market and bank deposits were identified
(Klasen and Lamanna, 2009), thereby amplifying the as crucial investment options. Women approached investing
necessity for financial knowledge to support ongoing cautiously and were aware of market risks and volatility,
development. Financial education for women is essential for successfully setting and achieving their financial goals.
their empowerment. The correlation between women's higher Garima Baluja (2016) pointed out that the absence of women-
education and a decrease in labour force participation is centric financial schemes, limited access to financial services,
evident. Women's economic independence is closely linked to lack of basic education, and dependence are key factors
their employment, which is a vital factor in determining their affecting women's financial literacy in India. Shobha and
overall societal status (Mammen and Paxson, 2008). Given Shalini (2015) found that Indian women prioritize their
this context, the study examines the level of financial literacy family's and children's needs over their own financial
awareness and the factors affecting the investment decision- security. Additionally, persuading spouses and family
making process among employed women in Vatakara city. members poses a challenge for women in formulating their
financial plans. The study also indicated that women continue
 Objectives of the Study to view gold, real estate, bank deposits, insurance products,
 To know about the socio-economic profile of the selected and other traditional avenues as significant investment
employed women options.
 To study the awareness level of respondents of financial
products and services  Statement of the Problem
 To find out the factors influencing employed women’s Women around the world often experience neglect and
investment decision are frequently denied fundamental rights, including access to
education. Society is structured in a way that predominantly
 Hypotheses favours men in positions of power and authority. In numerous
 H0: There is no significant impact of socio-economic households, men receive preferential treatment and have
variables and financial literacy of employed women. control over assets, which poses challenges for women
 Ha: There is a significant impact of socio-economic entrepreneurs seeking credit due to collateral demands.
variables and financial literacy of employed women Understanding financial literacy, which includes knowledge
of risk management, interest rates, and investment
diversification, plays a crucial role in shaping investment
choices. Studies show that women generally have lower
financial literacy levels compared to men, which affects their
ability to make informed investment decisions. This lack of

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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.

Table-1 Socio-Economic Conditions of the Selected Employed Women


Particulars Number of Respondents Percentage
Age Below 20-30 years 31 25.8
30-45 years 59 49.2
Above 45 years 30 25.0
Education Upto Higher secondary 39 32.5
Under graduate 58 48.3
Post graduate 23 19.2
Marital status Married 79 65.0
Unmarried 15 13.0
Widow 15 13.0
Divorce/separated 11 9.0
Occupation Daily wage 29 24.2
Shop keepers 27 22.5
Beautician 19 15.8
Teachers 29 24.2
Tailors 16 13.3
Monthly income Below 10000 38 31.7
10000-15000 61 50.8

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Above 15000 21 17.5


Total 120 100
Source: Field Survey, 2025

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 Awareness Level about Financial Product and Services


Particulars Number of Respondents Percentage
Knowledge about financial matters
Filling form at bank 40 33.3
Understanding bank statements 51 42.5
Tracking account balance 29 24.2
Knowledge about money withdrawal methods
ATM 41 34.2
Withdrawal slip 15 21.7
Mobile app 27 22.5
Online banking 26 12.5
Cheque 11 9.1
Knowledge level in financial products
Bonds 11 15.8
Shares 18 15.0
Public provident fund 17 14.2
Bank fixed deposit 19 17.5
Insurance 11 9.1
Gold 21 19.2
Real estate 23 9.1
Total 120 100
Field survey, 2025

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

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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

Table-3= KMO and Bartlett’s Test Measures


KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .915
Bartlett's Test of Sphericity Approx. Chi-Square 1969.624
Degrees of freedom 78
Significance level .000
Source: Estimation based on Field Survey, 2025

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.

Table- 4 Rotated Component Matrix


Components
Factors
1 2
Access to financial advisors and credit resources .795
Tax-saving investment options for women .980
Availability of income .936
Traditional gender roles in financial choices .919
Clarity and ease of investment products .895
Peer pressure and social networks .942
Family influence on financial decisions .910
Impact of investment marketing .870
Cultural attitudes towards women's investment .907
Job stability and security .863
Government schemes and tax incentives .855
Concerns about financial loss and market fluctuations .911
Risk tolerance and perception of financial risks .926
Eigen value 9.351 1.069
Percentage of variance 71.927 8.220
Cumulative percentage 71.927 80.148
Source: Estimation based on Field Survey, 2025

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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

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ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25dec233

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
judiciously. Almost all the respondents have agreed to that. Behaviour Economic Sciences, Vol. 21(1), pp.449-460
In financial matters, these women tend to comprehend bank [10]. Shobha and Shalini “A study on the perception of
statements; although their understanding of filling out forms Women towards Financial planning in the city of
is greater. The overall women generally exhibit a positive Bengalauru”. Asia pacific journal of Research,1
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enhancement, respondents possess a satisfactory women’s financial literacy and awareness level towards
comprehension of these financial offerings. financial products and services in Kerala perspective
with Special reference to Malappuram District ,REST
SUGGESTION Journal on Banking, Accounting and Business Vol: 3(3),
September.
 Financial authorities might also endeavour to streamline [12]. Stephan Klasen and Francesca Lamanna(2009). “The
investing procedures to enhance accessibility and Impact of Gender Inequality in Education and
transparency for women. Employment on Economic Growth: New Evidence for
 Awareness initiatives and community involvement a Panel of Countries”. Feminist Economics 15(3), July
programs may effectively contest conventional gender 2009, 91-32.
norms and promote women's autonomy in financial
decision-making.
 Financial counselling and peer mentorship initiatives can
enhance women's confidence in investment management
 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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