IMPACT OF T.V. COMMERCIALS ON INVESTMENT BEHAVIOUR OF WOMEN IN INDIA

Abstract

The research explores the influence of TV commercials on the investment behavior of women in India. It acknowledges the evolving role of women in the workforce, with a focus on the 51.44% employability rate in 2022. The article highlights factors affecting women's investment choices, such as risk aversion, reliance on others for decisions, and financial literacy gaps. It discusses the impact of TV commercials on shaping consumer behavior, noting a historical bias in investment-related ads favouring men. Despite positive changes, the research emphasizes the importance of encouraging women in financial activities for achieving gender equality in India.