Study of Investment Intention of Agrarian Class A Perspective from Rural Punjab

Abstract

The goal of this study was to add to the subject of behavioral finance by looking at the investing intentions of agrarian class investors in rural regions. Furthermore, the study will investigate if socio-demographic characteristics influence the relationship between various behavioral elements and the farmers' investment decisions. In the study it is found that there are four key antecedents of attitude in relation to attitude of investment. These are financial knowledge, social influence, financial self-efficacy and personal traits. The results indicate a strong relationship the attitude towards intention. The results indicate that attitude towards investment impacts investment intention of a particular investor in a positive and significant manner. Further, financial planning and financial risk propensity also impacts investment intention of the investor in a positive and significant manner. The findings of the moderating role of demographic variables between the different constructs of attitude on intention to invest suggest that age and marital status have significant influence on the attitude towards investment and no other demographic variables show their influence on the investment attitude of rural people The results of this research will be helpful for a variety of external stakeholders, policy makers and market investors that are currently investing in various investment avenues. The findings suggest the financial planners, managers, and policy makers to examine prudently about the socio traits of rural people before offering them any investment portfolio to their client.