FINANCIAL DECISION MAKING: DOES GENDER REALLY MATTER?

Numerous studies conducted on the association between gender and financial decision making have largely suggested that females are more risk averse than their male counterparts, thus explaining the reason for their choice for conservative investments. This paper examines whether or not gender differences have any influence on the financial decision making strategies of an individual. The study used a sample of individuals of Ludhiana city and concluded that females are more risk averse while males generally are risk taker; they also prefer to invest in more than one avenue for the purpose of earning higher returns even if that involves higher risk.