📄 Abstract
The sudden growth in the number of retail investors in the Indian stock market should be taken into consideration in terms of the knowledge and influence of the investor on the decision-making process. This empirical research examines the relationships between the financial literacy, market knowledge, risk tolerance and investment happiness of retail investors. Primary data were collected to support this study by utilizing a descriptive research methodology, through the use of a 5 point Likert scale questionnaire, on a sample of 300 active retail investors. The data analysis methods included descriptive statistics, Chi-square test, multiple regression, and Pearson correlation. The results indicate that the awareness level on the stock market is average with huge disparities on the provisions of regulation such as SEBI protection. This regression model (R 2 = 0.604, p < 0.001) suggests that knowledge about stock market, knowledge about investment instruments and knowledge about the SEBI laws explain 60.4 per cent variance in satisfaction with investment decisions. Moreover, the awareness-based confidence and risk appetite calculated turned out to be strongly correlated (r = 0.654). The investigation concludes that investor education is not a guardian, but a propeller of portfolio satisfaction and rational risk-taking and hence cites the dire need to establish systematic financial literacy interventions.
🏷️ Keywords
📚 How to Cite:
Bhavana Parashuram Nayakar , Roopesh KM, M. Miriyala Rupa Santoshi , RETAIL INVESTOR AWARENESS AND ITS IMPACT ON INVESTMENT DECISION-MAKING IN STOCK MARKETS , Volume 13 , Issue 8, August 2026, EPRA International Journal of Environmental Economics, Commerce and Educational Management(ECEM) , Pages: 116 - 128 ,