Investment Behaviour of Non-Government Employees in Uttar Pradesh: An Empirical Study

Investment Behaviour of Non-Government Employees in Uttar Pradesh: An Empirical Study

Dr. Ajay Dwivedi, Chandra Ketu Singh

Department of Financial studies

Veer Bahadur Singh Purvanchal University, Jaunpur

ABSTRACT

This study investigates the investment behavior of non-government employees in the Indian state of Uttar Pradesh. The purpose of the study is to identify key factors that influence the investment decisions of this demographic group. Using data from the 2011 Census of India and other relevant sources, the COVID-19        pandemic        has         brought        unprecedented         challenges to the global economy, with India significantly affected. India's economy shrank by 7.3% in fiscal 2020-21 theworst contraction since independence, according to Statistics India (NSO). The pandemic has disrupted economic activity, affecting employment, income levels and financial stability of millions of households. Consequently, understanding the changes in investment behavior of Indian household’s post-pandemic has become crucial for assessing the broader economic recovery and financial soundness. This study provides a comprehensive analysis of socio-demographic variables, investment preferences, and determinants of investment risk behavior among non-government employees in Uttar Pradesh

Key word: Risk Tolerance, Digital Financial Products, Savings Rate, Financial Resilience, Demographic