Abstract

With the advent of liberalisation, access to various information has become efficient which has led to better decision-making processes. This transformation has significantly impacted the field of investment, influencing investment behaviour across various age groups. This study aims at understanding the impact of various financial information sources - Traditional Financial Advisors, Social Media, AI, social groups, etc. on investment decision making and the overall investment experience of individuals across varied age demographics. Primary data was collected through a structured questionnaire designed to gather information from individuals belonging to different strata of the society. The findings indicated that financial information sources significantly influence investment behaviour, with noticeable differences across age groups. While digital and AI-based platforms are increasingly preferred by younger investors, traditional advisors and established media continue to play an important role, especially among older age groups.

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