1. A Study on Perception about
share market as an Investment Avenue
among Home- makers in Coimbatore City
Deepika S R a Dr. S. Poornima b
Faculty Associate Associate Professor
GRG School of Management Studies PSGR Krishnammal College for Women

2. INTRODUCTION
“To awake people it is the woman who must be
awakened. Once she is on the move, the family moves,
the village moves and the nation moves”
- Pandit Jawaharlal Nehru
It is essential for women, be it working women or
homemakers to keep themselves and their family
financially secure.

3. • In the olden days, women generally had a habit of
saving money in containers in their kitchen, but today
that is not going to get our savings anywhere when
confronted with ever-growing inflation.
• It is wise to choose to invest and wiser to choose the
best investment.
• A good investment gives us better returns than merely
saving in a bank deposit or in our piggy bank.

4. Women in Share Market
• "Gone are the days when online investing was completely dominated
by men,“ - Edward Croft, chief executive of Stockopedia.
• Stockopedia, a site specialising in broker research and stock market
analysis, says between 30 - 40% of its user base is female.
• Ten years ago, just 17% of the investors who used the online broker
Selftrade were women. This year, it is 34%.
• Women are generally cautious by nature and so fit perfectly into the
stock market trading conditions.

5. Investments: What one cant believe, But true…
If one would have bought 100 Wipro shares of Face Value Rs 100 in 1980….
1981 , 1 : 1 bonus = 200 shares
1985 , 1 : 1 bonus = 400
Today’s rate is Rs. 380
1986 split to Rs 10 = 4000 Your portfolio would have
1987 , 1 : 1 bonus = 8000 been Rs. 365 crore
1989 , 1 : 1 bonus = 16000
1992 , 1 : 1 bonus = 32000
1995 , 1 : 1 bonus = 64000
Current year dividend Rs. 4
1997 , 2 : 1 bonus = 192000 per share. i. e: 4*96,00,000
1999 split to Rs 2 = 9,60,000 = 3.84 crore
2004 , 2 : 1 bonus = 28,80,000
2005 , 1 ; 1 bonus = 57,60,000
2010 3 : 2 bonus = 96,00,000

6. Exposure to equity market in India
• The direct participation of the retail investors in India’s equity markets is only
1.4% of the population as against 50-55% in developed economies.
• The distribution of shareholders across the country is skewed. More
shareholders reside in big towns and cities than in small towns and villages,
more than 90 per cent of transactions through the stock exchanges is
confined to just 10 cities and about 100 companies.
• while India has over 75 crore mobile phone connections, the country has less
than 1.5 crore depository accounts.
• India has got the highest percentage of savings in the world with about 36 %.
About 64 % of the savings in India goes to banks in fixed deposits and 6 % to
the capital markets.

7. OBJECTIVES OF THE STUDY
• To analyse whether women (Home- makers) are financially
independent
• To understand the objective of investment among home-makers
• To examine the highly preferred avenues of investment among
home-makers
• To explore the hindrances that prevent women from investing in
stock market
• To understand the factors that guide home-makers to invest/trade
in a particular stock

8. METHODOLOGY
Type of Research - Descriptive
Sample size - 50 respondents
Sampling technique - Convenient sampling
Period of study - The data was collected during
the month of September 2012.
Tools used - Simple percentage method
Friedman Rank Test
Chi-square test

9. ANALYSIS AND DISCUSSION
Frequency of respondents having Personal Income/Asset

10. Objective of Investment among respondents

11. Friedman’s Rank test on preferred avenues of
investment among respondents
Preferred avenues of Investment Mean Rank Rank
Bank FD 2.38 2
Post office savings 4.35 4
Life Insurance 4.08 3
Gold/Commodities 2.23 1
Real estate 4.83 5
Chit funds 6.00 7
Mutual funds 5.85 6
Share market 6.68 8
Others 8.63 9

12. Chi – Square test to find if there is an association between
the preferred avenues of investment
among respondents
Test Statisticsa
N 40
Chi-Square 179.033
df 8
Asymp. Sig. .000
a. Friedman Test

13. Hindrances that prevent women from investing in stock market

14. Frequency of Respondents having a Demat Account

15. Friedman’s Rank test on Factors that guide the
respondents to invest in / trade a particular stock
Factors that guide one to invest in /
Trade a particular stock Mean Rank Rank
Tips from brokers 6.11 7
Family members/ Friends opinion 5.56 5
Coverage in press/ media 5.78 6
reputation of the firm 3.11 2
Market Analysis 2.44 1
Technical Analysis 4.78 4
Expert Comments 3.89 3
Gut feeling 7.56 8
Past Experience 5.78 6

16. Chi- Square to test the Association between the factors that
guide the respondents to invest in / trade a particular stock
Test Statisticsa
N 9
Chi-Square 24.800
df 8
Asymp. Sig. .002
a. Friedman Test

17. Earnings of the respondents from share market

18. How frequent do the respondent’s trade/
Keep track on their Investments

19. Willingness of the respondents to continue/enter
share market in future

20. FINDINGS
• 84% of respondents have regular Household income
• 76% of the respondents are financially independent
• 52% of the respondents consider safety of their Principle before
investment
• 40% of the respondents are willing to take moderate risk while
investing
• 24% of the respondents have Demat Account
• Gold/ Commodities are ranked as the 1St preferred avenue of
Investment followed by Bank FD where as Stock market and
mutual funds as the least preferred avenue of Investment

21. • 54% of the respondents are not willing to invest in share market because they
feel that it is highly risky
• 25% of the respondents strongly agree that stock market is a place only for
gamblers
• 52.3% of the respondents disagree that only rich people can invest in share
market
• 75.5% of the respondents do not have Prior Trading/ Investment experience
in share market
• 68% of the respondents never keep track on their investments
• 56.5% of the respondents are not willing to continue/enter into share market
in future

22. CONCLUSION
• Gold and Bank FD are still one of the most popular investment options
among women because they are still not aware of the benefits of holding
stock. Thus creating awareness among people on stock market is
necessary to remove fear of investments in shares.
• 55% of the respondents invest to meet a long term goal and thus share
market is relatively a right place for Long – term Investments when
compared with the returns from various assets like bank deposits.
• Over long terms, equities have consistently delivered higher returns.

23. • When we stay invested in a stock for longer than one year, the taxman
won't come knocking for his share of the profit. Income from stocks held
for more than one year is a long-term capital gain, which does not attract
any tax.
• The major advantage is that the investor is protected from the eyes of the
public. Nobody knows his/her worth except he tell him/her. In other
investments, people can easily look at the assets of the business or your
property (real estate) and come up with approximate worth of it.

24. • 54% of the respondents are not willing to invest in share market because they
feel that it is highly risky but actually it is not risky unless one becomes
greedy.
• 15% of the respondents are willing to invest but do not know how and and
from where to start
Approach a broker - like Sharekhan, Kotak Securities, Aditya Birla Money, etc…
Open a Demat account - Gone are the days when shares were held as physical
certificates. Today, they are held in an electronic form in Demat accounts.
Apply for a PAN - This is a unique 10-digit alphanumeric number that identifies
and tracks an individual in the taxman's database.
Now that you have all this in place, you're ready for the stock market.
All the best!

25. Thank You!

26. References
Websites - Article Source:
• http://trak.in/tags/business/2010/11/10/indian-stock-market-statistics highlights/
• http://www.thehindubusinessline.com/markets/stock-markets/article3324119.ece
• http://EzineArticles.com/?expert=Lavanay_B.
• http://www.womensweb.in/articles/beginners-guide-to-the-stock-market/
• http://EzineArticles.com/2925904
• http://www.hindu.com/2005/11/25/stories/2005112503390300.htm
• http://www.moneycontrol.com/news/investing/investment-ideas-for-home-
makers_737940.html
• http://www.kredentacademy.com/mwe.aspx
• http://www.hindu.com/biz/2010/05/03/stories/2010050350171400.htm

27. Journals
• “Financial Literacy: Indian Scenario” Asian Journal of Research in Banking and
Finance Vol.2 Issue 4, April 2012, ISSN 2249 7323
• “Difference in Gender Attitude in Investment Decision Making in India” Research
Journal of Finance and Accounting ISSN 2222-1697 (Paper) ISSN 2222-2847 Vol 2,
No 12, 2011
Unpublished Dissertations and thesis
• “Why Do Women Invest Differently Than Men?” Vickie L. Bajtelsmit, Alexandra
Bernasek, Colorado State University
• “Men engage in more overall risky behaviour than women” (2000) Zuckerman and
Kuhlman
• “A Survey of Financial Literacy among Students, Young Employees and the Retired
in India” (2012), Sobhesh Kumar Agarwalla