A Bangalore IT Business Opportunities and Challenges Study (KEY IJP************234)

• Babitha P

Abstract

This article goes on to explore the decision-making process of retail banking investors in a region of southern India, such as Dakshina Kannada, focusing on small and medium retail investors. The most important goals of this research are to find out the retail banking investment products available, assess the factors influencing investor awareness and perception, and analyze how these factors impact investment decisions. Through a guided questionnaire distributed to 300 retail investors, the study examines many factors like financial literacy, trust in banking institutions, digital banking influence, and economic conditions. The study uses statistical techniques like descriptive statistics, factor analysis, correlation analysis, and regression modeling to analyze the data gathered. In terms of findings, it is observed that two primary factors are financial literacy and awareness of product investment. Younger investors have a greater propensity towards digital banking services, while the elderly display a strong preference for traditional banking. Finally, trust in banks is a critical determinant of investment choices. Most investors value safety and reliability over higher returns. The study concludes that enhanced financial literacy programs and awareness about digital banking can substantially impact the retail investment behavior in Dakshina Kannada. The implications of the findings are that they can assist the banking institutions in formulating appropriate, more effective customer engagement strategies to tailor the products for the specific needs and interests of the retail investors in the region. Future research could focus on longitudinal impact financial education programs make on investment decision-making behavior and also examine how the international economic factors can influence the behavior of the retail investments.