• Mohd Rafiq Shah

ABSTRACT In today’s financial world it has been very difficult to live a financially secured life for financially unsophisticated individuals. Due to rapid complexity in the financial markets it is pretty difficult for consumers to manage their money on their own in a precarious environment. Due to present tough market conditions, multifaceted features of financial products, technological up gradation and increase in financial scams and crimes, financial literacy has been as burning issue. Policy makers around the world have recognized financial literacy as an essential life skill. Without having the best level of financial literacy it is rather impossible for an individual to navigate the financial world tactfully. In this paper the researcher took an attempt to assess the level of financial literacy among the individuals of Indore (M.P) by a well drafter questionnaire that includes various questions on basic and advanced financial literacy topics. To examine the impact of financial literacy on investment decision various questions on various regarding investment was asked to the respondents understudy. The results of the study found that the individuals possess adequate level of financial literacy, however individuals also lack various concepts regarding basic and advanced financial literacy topics. The results further indicates that various factors influences the investment decision of individuals and the top influencing factors include Family/ Relatives opinion, Friends and Co-workers Recommendations, Condition of Financial Statements, Brokers/ Financial advisors Recommendations and Past performance of firms stock. Finally, the results found that there is a significant positive impact of financial literacy on investment decision of individuals. The research finally ends-up by several suggestions to various stakeholders for improving the level of financial literacy.

Awareness, Investment, Financial Literacy, Individuals, Financial Wellbeing.

"Assessing the Financial Literacy Level and its Impact on Investment Decision ‘An Empirical Analysis among the Individuals of Indore’", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.92-117, December-2018, Available :http://www.jetir.org/papers/JETIR1812A13.pdf

"Assessing the Financial Literacy Level and its Impact on Investment Decision ‘An Empirical Analysis among the Individuals of Indore’", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp92-117, December-2018, Available at : http://www.jetir.org/papers/JETIR1812A13.pdf