From Awareness to Investment: The Role of Financial Literacy and Behavioural Factors in Share Market Participation Among JSW Steel Employees

The stock market has emerged as a significant avenue for wealth creation in India, supported by technological

advancements, online trading platforms, and financial literacy initiatives. Despite these opportunities, investment behaviour

is influenced by awareness levels, risk perceptions, and personal financial goals. This study focuses on employees of JSW

Steels Ltd, a group with stable incomes and investment potential, to examine their stock market awareness, participation

patterns, motivations, and barriers.

Using primary data collected from 54 employees through a structured questionnaire and supported by secondary

sources, the study reveals that while a majority of respondents are aware of the stock market, only a small proportion possess

strong knowledge. Participation levels are moderate, with nearly two-thirds investing either regularly or occasionally.

Shares and mutual funds are the most preferred options, while bonds, gold, and real estate attract less interest. The key

motivator for investment is long-term savings, followed by the pursuit of higher returns, whereas limited disposable income,

lack of knowledge, and fear of risk are major obstacles.

The findings highlight the presence of awareness but also point to knowledge gaps and risk aversion that restrict

broader engagement. The study concludes that targeted financial literacy programs and support mechanisms can enhance

employee confidence, encourage informed decision-making, and contribute both to personal financial security and to

strengthening the financial system.