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Abstract: Investment scenario is changing very fast and financial among the population, it is desired to implement the financial
literacy impacts financial decisions of individual investors. The literacy among the uneducated people for any kind of
present study is exploratory in nature and determines the factor financial product to become successful. Financial literacy can
that affects financial literacy and how they affect decision be defined on the basis of OECD (organization of economic
making. The sample consist of 649 individual investors to obtain
cooperation and development) which is an international
information through structured questionnaire from various
parts of India The result indicated that there are seven most organization for economic progress and world trade. It depicts
influencing factors of financial literacy that affects investor that financial literacy is measured with the level of financial
decision making are: Attitude, Knowledge, Budgeting Habits, knowledge, financial behavior and financial attitude of the
liquidity, self analytical skills, Emotional Inclination and Goal overall population.
Planning. This study will help to determine strategies which will
help to improve financial literacy of an individual investors. Athreya and Stilwell, 2009 during 2008, the FLEC (financial
literacy and education commission) developed the research
priorities in order to study the financial literacy. „The FLEC
I. INTRODUCTION
Research and Evaluation Working Group determined that it
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International Journal of Research and Innovation in Social Science (IJRISS)|Volume I, Issue III, March 2017|ISSN 2454-6186
organizations and regulations. Financial illiteracy or low of The research developed the criteria that individual possess
financial literacy leads to lack of healthy financial ways of financial literacy before investing in various alternatives
decision making, lack of necessary financial knowledge and in available. Finally all information was obtained by 40 item
turn poor financial performance. First item judged in financial index. For each item a 7 point scale was developed from
literacy is financial knowledge. It measures knowledge of “Strongly Disagree” to “Strongly Agree”. A questionnaire
financial products, how to access them, difference in variants response was collected from businessman, salaried individuals
offered , interest calculations , understanding about risk and and self occupied professionals of age groups ranging from
return, time value of money , portfolio investment etc above 20 to above 40 years of age from various parts of India.
Varma, 2003, states that as of the literature review, the status Hypothesis
of financial literacy in India is not satisfactory, especially in
As per the prior discussion, the present study accesses in
the rural areas. These rural areas of India are affected by
detail the effects of financial literacy of individual customers.
malnutrition, unemployment, poor education and poverty.
Specifically, we examine the effect of literacy on customer in
People are unaware of financial services offered to them such
terms of financial changes in industry.
as banking services which helps them in saving their valuable
assets and providing them return on their savings such as H1: To determined factors affecting financial literacy of
security and interest over their savings. The rural areas have Individual Customers.
trend of borrowing money from the lenders at high interest
Reliability and Validity
rates which is the traditional method in India. The role played
by governments and employers in managing investments on The present study was aimed at understanding the impact of
behalf of individuals has shrunk significantly in the recent various factors of financial literacy on various personal
past as a result of changes in the social support structures management decisions. For this purpose, 650 respondents
across the world. This has increased individuals‟ were selected from various parts of the country. The sample
responsibility in managing their own finances and securing was divided into four parts i.e. North, East, West and South.
their financial future. In an environment where the range and The part of data was collected online through Google docs
the complexity of financial products continue to increase, it is and rest was collected through offline mode. The
imperative that individuals develop nuanced understanding of respondents were screened as individuals who were beyond
the world of finance to be able to make choices that are most the age of 20, earning and managing their finances by
appropriate to their financial goals and needs. The level of investing in various investment alternatives. Reliability of was
financial literacy among the working young in urban India is defined with Cronbach alpha which was 0.926 and at 40
similar to the levels that prevail among comparable groups in items.
other countries. The inferences reached by the study on the
influence of several socio-demographic variables in the Indian Statistical Analysis
context also confirm inferences reached by studies elsewhere. Data on financial literacy was first analyzed by factor analysis
For example, the influence of family income and gender on KMO and Bartlett Test. Bartlett (1938), Bartlett (1951) as
various dimensions of financial literacy is similar to the factor analysis is a means of examining and describing the
influence recorded in other studies. internal structures of variables (Lawley and Maxwell, 1926).
III. RESEARCH METHODLOGY For all analysis, authors used SPSS (version 20), setting =
0.05.
Questionnaire Development
IV. RESULTS, FINDING AND ANALYSIS
The self structured questionnaire was built for analysis
consisting of various questions related to individuals‟ H1: To determined factors affecting on financial literacy of
financial literacy related to various investments options which Individual Customers.
individual opts for its personal financial management. The Factor Analysis
questions helped to identify the level of financial literacy
which an individual possess. The target group consists of The Kaiser Mayer- Olkin (Table 2) measure of sampling
various individuals who manage their finances from all over adequacy was 0.948 and the Bartlett tests of sphericity were
India. Finally all information was obtained by 40 item index. found to be significant at p< 0.001.
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International Journal of Research and Innovation in Social Science (IJRISS)|Volume I, Issue III, March 2017|ISSN 2454-6186
The Kaiser-Meyer-Olkin Measure of Sampling Adequacy value here .948 and Bartlett's Test of Sphericity were also found to be
significant at P<.001.
The cumulative total variance values here ranges from 37.204 % to 57.865 % which is moderate and can be further increased to optimize the
results.
Table 3 showing 40 items for financial literacy with its mean and standard Deviation
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International Journal of Research and Innovation in Social Science (IJRISS)|Volume I, Issue III, March 2017|ISSN 2454-6186
Analysis the mean score 195.01 indicated that 69% of the constructs are
According to the scale used the maximum score to be received explained by items. It indicates that financial literacy of
is 280 if all the 40 items were rated at 7 point scale. However individuals regarding various investment options or personal
financial management tools was good.
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International Journal of Research and Innovation in Social Science (IJRISS)|Volume I, Issue III, March 2017|ISSN 2454-6186
FC1: Attitude This is the sixth most important factor explaining 55.257%of
the total variance is 2.717. The scale reliability for this factor
This is the most important factor as inferred by the following
is 0.5. The factors covered here are: fact that insurance should
figures 37.204% of the total variance is 14.882.The scale
be taken by the bread winner of family as life insurance cover
reliability for this factor is 0.5. The factors covered here are:
gives financial and moral support to entire family in case of
time horizon of insurance policies, retirement planning, and
death. Some prefer to invest in gold owing to tradition and
investments in FD‟s and post office deposits. These
culture, also sometimes driven by emotions. Thus, financial
components require specific attitude for investments as it can
literacy is greatly affected by emotional inclinations to protect
be positive or negative. Any increase in financial literacy level
oneself against various uncertainties which are attached to an
of an individual will make their attitude more positive and
individual.
informed..
FC7: Goal Oriented
FC2: knowledge
This is the seventh most important factor explaining 57.865%
This is the second most important factor explaining 42.267%
of the total variance is1.043 . The scale reliability for this
of the total variance is 2.025. The scale reliability for this
factor is 0.5 and loadings range from 0.646 to 0.230. The
factor is 0.5.The factors covered here are; health insurance,
factors covered here are: loan facility against life insurance
hospitalization reimbursements and cashless facilities, ULIP‟s
policies, loan facility on Fixed Deposits, EMI for vehicle loan
(investment as well as insurance), tax benefits of health
should be one third of earnings on regular basis. Enhanced
insurance and life insurance, liquidity attached to mutual
financial literacy levels of an individual can lead to better
funds etc. Financial literacy is attributed by knowledge about
financial goal planning in life.
various financial alternatives available.
FC3: Budgeting Habits: V. DISCUSSION AND CONCLUSION
This is the third most important factor explaining 49.630% of The study found out that along Attitude, Knowledge,
the total variance is 1.728. The scale reliability for this factor Budgeting habits, liquidity, self analytical skills, emotional
is 0.5. The factors covered here are; investments in gold as a inclination and goal orientation are major determinants
part of portfolio or coverage against inflation, proper balance emphasized by individual investors. This study will be very
should be maintained between debts and equity. Budgeting helpful to individual investors if they consider these seven
habits varies from person to person depending upon an factors into consideration. Financial literacy is low in India as
individual‟s financial literacy. it can be seen that the mean of all items ranges from 4.00 to
5.22 and which is far below from 7. So focus should be given
FC4: Liquidity:
on these factors so that financial literacy can be improved.
This is the fourth most important factor explaining 52.540%
of the total variance is 1.217. The scale reliability for this VI. RESEARCH IMPLICATIONS AND DIRECTIONS OF
factor is 0.5. The factors covered here are; loan against FUTURE RESEARCH
Personal Provident Funds, PPF withdrawal facilities, fixed
India is one of the emerging economies in the world so
deposits regular income schemes, maintaining 3 months‟
financial literacy should be improved so that economy
salary as a backup in bank accounts etc. Financial literacy is
flourishes. Individual investors should give importance to
directly linked with liquidity as when we manage our finances
these factors so that financial literacy increases. They should
this is one of the crucial factor which affects an individual‟s
be given proper financial education so they may not suffer
financial decision.
financial shocks and starts adopting changes. Improves
FC5: Self Analytical Skill financial literacy will lead to strong financial system. As we
can see recently the transition which is done in legal tender
This is the fifth most important factor explaining 2.911% of
money of India has created chaos but if people are properly
the total variance is 1.164. The scale reliability for this factor
financially literate they would adopt changes in relaxed way
is 0.5 . The factors covered here are: mutual funds bearing
as it is good for the country. The chaotic situation in India is a
high risk and high returns but needs less research, people who
result of poor financial literacy which has created fear in the
have low financial knowledge prefer to invest in mutual funds
minds of the people. So, enhancement of financial literacy
as they consider it less cumbersome, SIP is considered one of
should be on prior list of the economy for financial well being
the best option involving least research, housing loan fulfills
and sound financial decision making.
dream of a house and gives taxation benefits simultaneously
without much research and numerical competency, thus
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