A Study of Impact of Social Factors on Investment Behaviour of Working Women in Amravati City

This study aims to examine the impact of social factors on the investment behaviour of working women in Amravati City. In the modern financial environment, investment decisions are not driven solely by economic factors but are also significantly influenced by social elements such as family background, education, peer influence, culture, and pervasive behavioural biases. With the increasing participation of women in the workforce, understanding how these social factors shape their financial decision-making has become essential. The research adopts a descriptive research design to analyze the influence of social factors on the investment behaviour of working women. Primary data were collected through a structured questionnaire from 100 working women in the corporate sector of Amravati City, selected using the convenience sampling technique. Secondary data were gathered from books, journals, and previous research studies related to investment behaviour and women investors. The collected data were analyzed using simple statistical tools such as percentage analysis, mean, median, and graphical representation. The findings of the study indicate that social factors have a significant influence on the investment behaviour of working women. Family opinions, social expectations, and peer influence play a crucial role in shaping investment preferences, often leading women to favor safe and secure investment avenues. The study highlights the need for improved financial literacy and awareness programs tailored to working women. The research contributes to academic literature and provides valuable insights for financial advisors, policymakers, and educators to promote informed and confident investment decision-making among working women.