Abstract

Generation Z is emerging as a crucial demographic force that could lead to a paradigm shift in the investment landscape. Generation Z belongs to digital age and along with other factors social media has great impact on the behaviour of this generation. The Generation Z’s investment orientation and strategies are like a complex mechanism that could be a tough nut to crack for the people in investment business portfolio. This research paper is an attempt to untangle the complex thread of Generation Z’s investment behaviour by considering various factors and a combination of statistical analysis. Gender based preferences and choices for investment, role of educational background, social media influence, etc. are studied and analyzed carefully. This study is done with the aim to create a narrative about the investment behaviour of Generation Z that could be helpful for the investment industry to effectively engage this budding cohort of investors.