"INVESTOR AWARENESS AND PERCEPTION OF INVESTMENT AVENUES: A CASE STUDY OF KERALA, INDIA"

Abstract

Market dynamics and investment decisions are significantly influenced by investor perception and awareness. It is imperative for policymakers, financial institutions, and investment advisors to comprehend the degree of investor awareness and their perspectives regarding different investment opportunities in order to develop strategies and products that effectively cater to investor needs. With a particular focus on the Indian state of Kerala, this study aims to investigate investors' perceptions and levels of awareness regarding potential investment opportunities. Particularly in the context of Kerala, the study's conclusions will add to the body of knowledge already available on investor behaviour and market dynamics. For the purpose of customising financial products, educational initiatives, and regulatory frameworks to raise investor knowledge and encourage wise investment choices in the area, legislators, financial institutions, and investment advisors will find great value in the insights produced. Keywords: Investment decisions, market dynamics, behavioral finance, investment avenues, investor perception and behaviour, financial institutions.