Financial Analytics: Investment Behavior of Middle Income Group In South India

India has grown drastically that made the middle-income group save and invest in avenues due to high living expenditure. Therefore, every middle income tends to invest to secure their retirement plan and their future generation. This paper aim is to analyze the investment behavior of the middle-income group as there are in huge population in South India. The study also aims in understanding whether the middle-income group have the same investment pattern as the past as compared to the present world. The study has used both primary and secondary data with a quantitative approach. The secondary data consists of 16 articles and journals to analyze the past investment behavior of the middle-income group. The primary data used in this study collected through structured questionnaire in the form of Google Survey from 80 middle-income groups in South India. The sampling technique used in this study is convenient sampling. The study has used the measure of central tendency and interpreted with the help of a pie chart and graph to understand their investment behavior. The data has been analyzed using correlation to understand the relation between the demographic factors and investment behavior. It is found that there is a weak correlation between the demographic and their investment behavior. After analyzing it is found that the middle-income group tend to invest in the traditional form along with the emerging avenues to balance the risk. The mentality of the middle income did not change because there are highly influenced by their past generation and society. Therefore, they are many people who would like to take a high amount of risk avenues to sustain in future with high return. Nowadays people are more aware and have great knowledge of different commodity and investment. In past years, middle income had to use the investment to secure their future but now they started to use the investment as a side business to earn more money. The main reason is that the standard of living in south India has changed drastically. To sustain they have to invest in the various commodity. Therefore, the majority of the respondents are married and have children wherein it plays a major role to have an investment for their future generation education, children marriage and parent's retirement plan.