A Study on Awareness and Preference of Investment Avenues Among Youth

In today's rapidly changing financial environment, young people are able to use many different investment opportunities, from traditional savings schemes to modern digital investment options. However, their awareness and preferences vary depending on financial knowledge, risk tolerance, expected returns, and accessibility. This study explores the level of awareness and preference for different investment Avenues available to youth, and also examines the key aspects that shape the investment choices of young individuals. The study followed a descriptive research design for the study and collected primary data through a structured questionnaire from 60 respondents aged between 18 and 35 years in Bangalore. It covers both traditional investment avenues, such as savings accounts, FD, insurance, PPF and government bonds, besides modern avenues including mutual funds, equity shares, ETFs, index funds, and cryptocurrency. The analysis shows that, despite having awareness of various investment options, respondents tend to base their investment choices on financial literacy, perceived risk, expected returns, convenience, and easy access to digital investment platforms. The results underline the need to improve financial understanding and investor education, which can help young individuals evaluate investment options and encourage greater participation in diversified investment avenues.