Objectives: This study investigates the influence of the sources of information and the demographics on the level of awareness of women investors in West Bengal.
Methdology: The study is based on primary data through the structured questionnaire using descriptive statistics, exploratory factor analysis and multiple regression analysis.
Results: Descriptive statistics shows that primary educated married (home maker) women investors in the age of 31-45 years have a thorough understanding and expert knowledge about investment in financial assets and physical assets than others. Multiple regression test results show that marital status and education level of women investors influences to invest in physical assets and financial assets. It has also been observed that family members, friends and agents are the main source of information and they are influencing mainly to invest in physical assets and financial assets in West Bengal.
Conclusions/Recommendations: Segment-wise training and education, a healthy and regular savings and investment habits, the habit of financial planning by organising seminar and workshops are needed for increasing the level of awareness and the sources of information towards investment avenues of women investors.