The Role of Financial Planners in Shaping the Investment Behavior of Punjab Youth

Registration ID: IJNRD_305411

Published ID: IJNRD2504169

: Click Here to Get

About Hard Copy and Transparent Peer Review Report

Khushi Bansal, Sagar Kumar, Khushi Garg, Apurva Anand, Parveen Patel

Financial planning, financial literacy, financial advisors, financial planners, investment behaviour, urban-rural divide, financial inclusion, mutual funds, systematic investment Plans (SIPs), risk tolerance, behavioral finance, wealth management, investment strategies, personal financial management, investment confidence, financial advisory models

Financial planning is extremely important in taking people towards wealth management and informed decision-making in investment. Financial planners and how they contribute towards investment among the youth of Punjab, particularly to fill the gap in financial literacy between urban and rural Punjab, is the topic of this study. Even though the financial products are diverse, traditional saving habits are the ones used by the majority of the Punjab youth, which are being hindering the generation of wealth. A mixed-method design was employed in the study, gathering primary data using structured questionnaires to examine the awareness of investment, financial literacy, and the use of strategies by financial planners. Findings indicate that financial planners have a significant influence on educated investment decisions but are not readily available, particularly in rural Punjab. The study also reveals the necessity of financial literacy programs designed for youth participation, websites, and regional financial accessibility. The recommendations of the study conclude for financial planners to improve their reach to and impact on young investors in Punjab. The significance of financial planning is paramount to ensure financial stability and wealth generation. Financial planners provide professional advice and customized solutions to assist individuals to arrive at the right investment decision. But there are also regional and community differences in the availability and influence of financial planners. The concern is, upon what basis do financial planners influence investment decisions for the youth in Punjab, especially bridging the gap between the youth of the urban and rural sectors? The youth, aged between 18 and 35 years in Punjab, are critical for the emergence of financial stability for the state. This age group tends to break free from financial dependency and become independent; thus, it is important to understand finance and invest wisely. However, despite a variety of available financial products and advisory services, this research shows that most young people in Punjab still tend to go for conventional saving methods. Fixed deposits, gold, and savings accounts are still the most chosen options, mainly because there is limited literacy on finance and insufficient access to financial planners. The study used a mixed-method design to collect exhaustive information on Punjab's youth financial behavior. The primary data was collected using structured questionnaires covering respondents from both rural and urban areas. The method allowed for an in-depth analysis of investment awareness, financial literacy levels, and the involvement of financial planners. Qualitative information was also collected through interviews, reflecting individual experiences and attitudes towards financial planning. One of the most important findings of the study is the glaring financial literacy gap between rural and urban youth. Urban respondents tended to show greater financial knowledge and a higher inclination to seek market-linked investments like mutual funds, equities, and ETFs. On the other hand, rural youth reflected limited exposure to financial education programs and instead depended on word-of-mouth financial tips from family or local community leaders. This dependence on non-official sources continues to perpetuate conservative investment practices, limiting their wealth creation potential. In addition, the research highlights the limited availability of financial planners, especially in rural areas. Although urban youth have comparatively easier access to financial advisory services from banks, fintech platforms, and standalone advisors, rural participants encountered major difficulties. Geographical constraints, absence of financial institutions, and low digital literacy were some of the reasons behind this gap. As a result, most rural youth were not aware of the advantages of financial planning, resulting in poor financial choices. In spite of these limitations, the research found some cases in which financial planners had a positive influence on investment behaviour among youth. Enumerate those who participated in the financial planner's counselling services with improved confidence in the decisions related to the finances they made, had diversified their portfolios, and experienced improved performance in their finances. Educating clients in investment risk management, goal-based investing, and planning for long-term financial futures were roles performed by financial planners. Also interesting was that respondents who had gotten expert aides from finance terms showed higher tendencies for investment in mutual funds or stock and other financial products under growth types than those who did not receive such services. In order to fill the financial literacy deficit and increase the availability of financial planners, the study suggests some recommendations. Implementation of in-depth financial literacy programs for youth in urban and rural regions is imperative. Such venues for the conduct of financial education- workshops, seminars and public participatory learning sessions- include schools, colleges and community centers. Financial institutions, governmental departments, as well as non-profit organizations can work hand in hand to ensure that such activities have wider reach and impact. Second, digital platforms will go a long way in increasing financial literacy and enabling access to financial planners. Mobile applications, online financial planning platforms, and online financial planning sessions provide scalable solutions to fill the accessibility gap. These platforms can offer customized financial advice, investment suggestions, and educational material in regional languages, addressing the multicultural population of Punjab. Secondly, financial planners can take on innovative interaction approaches to engage the youth. Social media marketing campaigns, gamified financial education modules, and influencer collaborations can sharpen awareness of finance and stimulate financial planning interest. By developing engaging and easy-to-understand content, financial planners can deconstruct complicated financial topics and equip the youth with informed choices. In addition, policymakers and banking institutions can facilitate financial inclusion to a great extent. Opening rural community financial centres, increasing bank infrastructure, and encouraging financial planners to work in under-served areas can all increase accessibility. Providing subsidized advice on finance or offering financial incentive for first-time investors can even motivate young individuals to engage with formal financial planning. The research also underscores the necessity of establishing trust in financial planning services. Many respondents expressed mistrust in financial advisors, citing uncertainty over the reliability and fee structure of financial planners. Financial planners can alleviate this fear by providing open fee structures, providing success stories, and getting certified from reputable financial institutions. Implementing a regulatory system to oversee and certify financial planners will also increase credibility and promote young people's inclination towards seeking professional financial advice. Along with this, financial planners can also play a huge role in the investment habits of Punjab's youth. Through offering customized financial advice, increase in financial literacy, and encouraging diversified investment patterns, financial planners can enable young investors to reach their investment goals. The suggestions made in this research provide pragmatic solutions to fill the gap in financial literacy, enhance financial planning service accessibility, and develop a culture of well-informed financial decision making among Punjab's youth. Adopting these measures will not only be advantageous for individual investors but also contribute to the overall economic growth of the region.

Published Paper   E-Certificate

Khushi Bansal, Sagar Kumar, Khushi Garg, Apurva Anand, & Parveen Patel (April-2025). The Role of Financial Planners in Shaping the Investment Behavior of Punjab Youth. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 10(4), b432-b448. https://ijnrd.org/papers/IJNRD2504169.pdf

Volume 10 Issue 4, April-2025

Pages : b432-b448

Paper Reg. ID: IJNRD_305411

Published Paper Id: IJNRD2504169

Research Area: Commerce and Management, MBA All Branch

Author Type: Indian Author

Country: Phagwara, Punjab, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2504169.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2504169

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

UGC CARE JOURNAL PUBLICATION | ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International UGC CARE JOURNAL PUBLICATION, Low Cost, Scholarly Open Access, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave | IJNRD.ORG | IJNRD.COM | IJPUB.ORG

© 2026 - Authors hold the copyright of this article. This work is licensed under a Creative Commons Attribution 4.0 International License. and The Open Definition. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0). 🛡️ Disclaimer: The content, data, and findings in this article are based on the authors’ research and have been peer-reviewed for academic purposes only. Readers are advised to verify all information before practical or commercial use. The journal and its editorial board are not liable for any errors, losses, or consequences arising from its use.

Call For Paper - Volume 11 | Issue 2 | February 2026

IJNRD is a Scholarly Open Access, Peer-Reviewed, Refereed, and UGC CARE Journal Publication with a High Impact Factor of 8.76 (calculated by Google Scholar & Semantic Scholar | AI-Powered Research Tool). It is a Multidisciplinary, Monthly, Low-Cost, and Transparent Peer Review Journal Publication that adheres to the New UGC CARE Transparent Peer-Reviewed Journal Policy and aligns with Scopus Journal Publication standards to ensure the highest level of research quality and credibility.

IJNRD offers comprehensive Journal Publication Services including indexing in all major databases and metadata repositories, Digital Object Identifier (Crossref DOI) assignment for each published article with additional fees, citation generation tools, and full Open Access visibility to enhance global research reach and citation impact.

The INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to advance applied, theoretical, and experimental research across diverse academic and professional fields. The journal promotes global knowledge exchange among researchers, developers, academicians, engineers, and practitioners, serving as a trusted platform for innovative, peer-reviewed journal publication and scientific collaboration.

Indexing Coverage: Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar (AI-Powered Research Tool), Microsoft Academic, Academia.edu, arXiv.org, ResearchGate, CiteSeerX, ResearcherID (Thomson Reuters), Mendeley, DocStoc, ISSUU, Scribd, and many other recognized academic repositories.

Transparent Peer Review Journal Publication: IJNRD operates a strict double-blind peer review system managed by 3000+ expert reviewers, ensuring ethical, unbiased, and high-quality review for every research paper.

For Indian Authors : Get a transparent peer review report from Scholar9.com for just ₹1000. View Sample Report

For Foreign Authors : A detailed peer review report is available through Scholar9.com for $20 USD. View Sample Report

Transparent Peer Review Journal Publication

⭐ Transparent Peer Review | 🕵️‍♂️ Double-Blind | 👨‍🏫 3000+ Expert Reviewers | 🇮🇳 Report for India Author ₹1000 | 🌐 Report for Foreign Author $20 | 📄 Sample Reports on Scholar9.com | 🌍 High Credibility | ⚖️ Ethical & Unbiased Evaluation

How to submit the paper?

By Our website

Click Here to Submit Paper Online

By Mail

Send your paper to editor@ijnrd.org

Recently, the UGC discontinued the UGC-CARE Journal List and introduced new parameters that allow publication in Transparent Peer-Reviewed (Refereed) Journals. IJNRD is Transparent Peer Review Journal Valid As per New UGC Notification.

You can now publish your research paper in IJNRD.ORG. IJNRD is a Transparent Peer-Reviewed Open Access (Refereed Journal), UGC and UGC CARE Approved, Crossref DOI, Multidisciplinary, Impact Factor calculate by Google Scholar. As an International, open-access, and online journal, Publishing with us ensures wider reach, academic credibility, and enhanced recognition for your work.

For more details, refer to the official notice: UGC Public Notice

⭐ Low Cost ₹1570 | 📚 UGC CARE Approved | 🔍 Peer-Reviewed | 🌐 Open Access | 🔗 Crossref DOI & Global Indexing | 📊 Google Scholar Impact Factor | 🧪 Multidisciplinary

Submit Paper Online  Call for Paper  About IJNRD UGC CARE Approval

Important Dates for Current issue

Paper Submission Open For: February 2026

Current Issue: Volume 11 | Issue 2 | February 2026

Impact Factor: 8.76

Last Date for Paper Submission: Till 28-Feb-2026

Notification of Review Result: Transparent peer review process - your paper is evaluated by experts, and you receive acceptance or rejection updates via email and SMS.

Publication of Paper: Once all documents are submitted, your paper is published without delay, and you can instantly download your certificate and confirmation letter online.

Frequency: Monthly (12 issue Annually).

Journal Type: IJNRD is an international open-access journal offering Low Cost Journal Publication, transparent Peer Review Journal Publication, Crossref DOI, and multidisciplinary research visibility under UGC CARE Approved Journal Publication.

Subject Category: Research Area

Approval, Licenses and Indexing: More Details

Call For Paper - Volume 11 | Issue 2 | February 2026

IJNRD.org offers low-cost journal publication starting at ₹1570 with UGC CARE Approved, refereed, peer-reviewed, open-access publishing. This multidisciplinary monthly journal, available in both online and print formats, features a strong Google Scholar-based impact factor of 8.76, Transparent Peer Review, CrossRef DOI, global indexing, fast publication, and complete metadata for maximum research visibility and citation impact across multidisciplinary domains.

Volume 11 | Issue 2 | February 2026 | IJNRD Transparent Peer Review Certificate | Submit Paper Online till 28-Feb-2026

⭐ UGC CARE Approved Refereed Journal | 🔍 Transparent Peer Review | 🌐 Open Access Publishing | 💰 Low-Cost ₹1570 | 🔗 CrossRef DOI & Global Indexing | 📊 Google Scholar Impact Factor 8.76 | 🧪 Multidisciplinary | Online & Print

Submit Paper Online