Beyond Rationality: Empirical Investigation of Behavioural Biases Influencing Investment Decisions Among Women Faculty in Unaided Colleges Affiliated with Bengaluru City University, Bengaluru

Abstract

Purpose — The study aims to examine the behavioural biases influencing investment decisions among women faculty working in unaided colleges affiliated with Bengaluru City University. It further investigates the level of investment awareness, investment preferences, and the relationship between demographic factors, particularly age, and investment decision-making behaviour.

Design/Methodology/Approach — The study adopts a descriptive research design. Primary data were collected through a structured questionnaire administered to women faculty members employed in unaided colleges affiliated with Bengaluru City University. A convenience sampling technique was used to select 100 respondents. The collected data were analysed using percentage analysis, descriptive statistics, and cross-tabulation techniques to examine behavioural biases, investment awareness, risk perception, and investment decision-making behaviour.

Findings — The findings reveal that most respondents are above 45 years of age, employed full-time, and possess postgraduate qualifications. A high level of awareness regarding investment avenues was observed among the respondents, particularly towards bank deposits, provident funds, and post office savings schemes. Despite being aware of diversified investment opportunities, most women faculty members prefer traditional and low-risk investment instruments. The study also found that respondents occasionally rely on intuition and emotions while making investment decisions, indicating the presence of behavioural biases. Furthermore, educators above 45 years of age exhibited greater confidence in investment decision-making compared to younger respondents. The results suggest a significant gap between investment awareness and actual investment commitment.

Research Limitations/Implications — The study is confined to women faculty members working in unaided colleges affiliated with Bengaluru City University and is based on a sample size of 100 respondents selected through convenience sampling. Therefore, the findings may not be generalised to all women investors. The study contributes to behavioural finance literature by providing insights into the investment behaviour of women educators and highlights the need for targeted financial literacy initiatives.

Originality/Value — The study contributes to the limited literature on behavioural finance by focusing specifically on women faculty members in unaided higher educational institutions. It provides empirical evidence on the role of behavioural biases, investment awareness, and demographic factors in shaping investment decisions among women professionals in the Bengaluru region.