• P.SUBBARAYUDU

Abstract The stock market is one of the most vital and dynamic sectors in the financial system making an important contribution to the economic development of a country. Investors are the backbone of the market. As common people find it difficult to participate directly in the Stock market to a significant extent, SEBI encourages them to offer innovative products to suit the risk appetite of the small equity investors. This study is conducted to measure the Intention of common people in the participation of Stock market, In order to develop their intention into active participation in Stock Market To Study the individual’s financial behaviour and Intention in Stock Market Participation. To find how consumer financial knowledge, Perceived Control and Financial Attitude influence stock market participation To know the individual’s perception towards risk-return of investment To examine the influence of cultural values in financial decision making To suggest measures to overcome the problems for enhancing investor’s participation in Indian Stock market there are no studies so far that have attempted to test the below participation linkages in a single study. This study attempts to find the Intention towards Stock Market Participation by using the below variables Subjective Financial Knowledge, Cultural Value, Financial Attitude, Risk Avoidance. Perceived Control, Financial Wellbeing The methods of research utilized in exploratory research are surveys and fact finding enquiries.for the collection of the primary data, a structured questionnaire with Likert Scale is used in Survey research. The Samples are collected from Salaried, Self Employed, Business Persons and Retired through purposive sampling the Sample Size is 155 with various levels of knowledge and experience. The data collection is conducted in Chennai city. Use of structural equation model SEM is commonly justified in the social sciences because of its ability to imputr SEM to test their hypothesis using data gathered from people who took their intelligence. To test. With "intelligence" would be the latent variable and the test items would be the observed variables the relationships between unobserved constructs (latent variables) from observable variables. Hypothesis H1: There are two routes that cultural value impacts financial behavior and intention: (a) Cultural ValuePositively impacts attitude and subsequently positively impacts intention to participate in Stock Market and (b) Cultural ValuePositively impacts perceived control and subsequently impacts Financial Behaviour and Intention. H2: Financial Attitude impacts in two Routes (a) Financial Attitude positively impacts Risk Avoidance, (b)Financial Attitude Positively impacts Financial Behavior and Intention H3: There are three routes from financial knowledge to financial behavior: (a) financial knowledge directly and positively impacts intention to engage in Financial Behavior and Intention; (b) financial knowledge positively impacts attitude, and attitude, in turn, positively impacts intention to engage in Stock Market; and (c) financial knowledge positively impacts perceived control, and perceived control, in turn, positively impacts intention to engage in Stock Market.H4: Financial Wellbeing Positively impacts Financial behaviour and Intention Final Pls Path Model we subjected the data to Factor analysis. Each of the 23 items loaded strongly on the construct it purported to measure. Main loadings for five of the factors were all above 0.7.SRMR value is 0.074 which is close to the standard value of 0.8 and thus the model is considered fit and acceptable. The p values for all stated hypothesis were lesser than 0.05 and thus all the hypothesis are accepted at 5% level of significance. Based on the overall response, it is inferred that all the 7 factors are the key potential contextual factors nfluencing Financial Behaviour and Intention towards Stock Market Participation with reference to Chennai.This research concludes that the Subjective Financial Knowledge, Financial Attitude, Cultural Value, Perceived Control, Risk Avoidance, Financial Wellbeing were strongly significant to Financial Behaviour and Intension. This states the factors effectively influencing Stock Market Particpation which will lead to the growth and development of the Indian Stock Market

Financial Knowledge, Financial Attitude, Cultural Value, Perceived Control, Risk Avoidance, Financial Wellbeing

"A study on Individuals behaviour and intention in stock market participation with reference to Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.65-81, June 2019, Available :http://www.jetir.org/papers/JETIR1906X41.pdf

"A study on Individuals behaviour and intention in stock market participation with reference to Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp65-81, June 2019, Available at : http://www.jetir.org/papers/JETIR1906X41.pdf