• K N Shailaja Jois
• Dr M Shivalinge Gowda

Investment in financial assets has started gaining importance in the recent years. Awareness of the different avenues, technological advancement, digitalisation of the investment process are some of the factors contributing to this trend. The introduction of reforms to streamline the function of stock market has made it more attractive for investment. These reforms mainly the creation of Demat Accounts has helped in easing the investment process. Adoption of technology has helped in creating awareness of the benefits of investment in stock market. The players of stock market have also adopted the technology to create awareness of investments, sustain them and overall safe guarded the investment of the investors. The investors can monitor their investment and take informed decisions of their investment. There is a growth of investment apps along with advisors who really do a deep analysis of the stock market and guide the investors in creating a balanced portfolio. The explosion of information and easy access to solutions have made Stock Market Investment an attractive option of investment to the younger generation. They are better informed about investment, its growth and accessibility and hence are able to reap the benefit of better profits. This paper tries to understand the investment requirements of the younger generation, what are the sources of income and what are their investment pattern. It also tries to find out whether they are active players in the stock market and why the stock market has become an attractive form of investment. It also tries to understand why stock market has become an attractive investment avenue and whether they take the help of financial advisors during investment. The findings suggest that there is awareness about the stock market trading among the younger generation and are willing to invest in the stocks mainly for long term benefit. Also, there is a need for increased involvement of the financial advisors mainly to prevent bad investments.

Key words: Investment, Stock Market, Digitalisation, Technology, Portfolio, Financial Advisors

"Stock Market as a Primary Investment Avenue for Young Investors'' A Case Study of College Students in Tier II City.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.c468-c474, December-2024, Available :http://www.jetir.org/papers/JETIR2412254.pdf

"Stock Market as a Primary Investment Avenue for Young Investors'' A Case Study of College Students in Tier II City.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. ppc468-c474, December-2024, Available at : http://www.jetir.org/papers/JETIR2412254.pdf