Level of awareness regarding equity investment of retail investors: evidence from India

In this research, we assess the awareness level of investors towards equity market and equity investment, the influence of investment behavior, and their demographic profile on their possessing of information. Using stratified random sampling method in collecting raw data from South Assam, India we find that retail equity share investors are moderately informed about various aspects of investment in equity shares and there is no significant association between the demographic variables other than gender and awareness about equity investment. Considering the findings of the study, we anticipate a need from policy makers to engage in investors’ awarenessprogram to increase their awareness about equity market and its investing benefits. A special consideration should be given to the female group while designing the awarenessprogram as they are observed to be less aware compared to the male retail investors.