THE IMPACT OF EDUCATION, INCOME, AND GENDER ON FINANCIAL AWARENESS AND INVESTMENT BEHAVIOR: EVIDENCE FROM A PRIMARY SURVEY IN PUNE

Financial awareness and investment behavior have become increasingly important in todays rapidly evolving financial environment, characterized by the expansion of digital financial services, diversified investment avenues, and growing financial inclusion initiatives. Even though there is significant progress in improving the access of financial services to Indians, an imbalance in financial awareness and investment participation continues to persist across different socio-economic groups. This study examines the influence of education, income, and gender on financial awareness and investment behavior among residents of Pune, Maharashtra.The study is based on primary data collected through a structured questionnaire given to respondents from diverse educational,occupational,and income backgrounds. It investigates the extent to which demographic characteristics have an influence on financial literacy, investment preferences, risk tolerance, and portfolio diversification. The empirical analysis primarily uses descriptive statistics, correlation analysis, and graphical representations to examine the relationships between the selected demographic variables and financial behavior.The findings indicate that although female respondents exhibit a moderate positive association between education, income, and financial awareness, these relationships are not particularly significant in the selected region.