Financial Literacy and Marketing Effectiveness in Wealth Management Services: Evidence from Parinita Finance and Wealth Management, Amravati
Author 1 – Mr. Ghanshyam Kawanpure
Student, Department of Business Administration, Sipna College of engineering and Technology, Amravati
Author 2 – Prof. Akshay A. Umbarkar
Assistant Professor Department of Business Administration, Sipna College of engineering and Technology, Amravati
Abstract
Financial literacy has become a critical factor influencing individuals’ financial decision-making and the effectiveness of financial service marketing. With the increasing complexity of wealth management products and services, clients’ ability to understand financial concepts significantly affects their awareness, perception, and acceptance of professional financial advisory services. The present study examines the role of financial literacy in enhancing the marketing effectiveness of wealth management services, with special reference to Parinita Finance and Wealth Management, Amravati.
The study aims to assess the level of financial literacy among clients and analyze its influence on customer awareness, perception, decision-making behavior, and acceptance of wealth management products. Further, it evaluates the impact of financial literacy on key dimensions of marketing effectiveness, namely customer acquisition, retention, and satisfaction. A descriptive and analytical research design was adopted, using primary data collected through a structured questionnaire administered to 120 clients of the firm. Secondary data were sourced from academic journals, reports, and relevant financial literature.
Statistical tools such as percentage analysis, mean scores, correlation analysis, regression analysis, and chi-square tests were employed for data interpretation. The findings reveal that higher financial literacy significantly enhances customers’ understanding, trust, and confidence in wealth management services, leading to improved decision-making and greater acceptance of financial products. Financially literate clients also contribute positively to marketing effectiveness through higher satisfaction, retention, and positive word-of-mouth promotion. The study concludes that strengthening financial literacy initiatives can serve as an effective marketing strategy for wealth management firms.
Keywords: Financial Literacy, Wealth Management Services, Marketing Effectiveness, Customer Awareness, Decision-Making
