A Study on Financial Decision-Making Among Working Women in Punjab

Abstract

Increasing participation of women in the workforce has strengthened their role in financial and investment decision-making. This study examines the factors influencing the investment behaviour of working women in Punjab. Primary data were collected from 465 respondents using a structured questionnaire. Descriptive analysis, the Friedman test, and exploratory factor analysis were applied. The findings show that wealth creation and family-related goals, particularly children’s education and marriage, are the most influential investment motivations, followed by liquidity and emergency needs. In contrast, tax benefits and retirement planning received lower priority. Factor analysis revealed four key dimensions influencing investment decisions: experience and credibility, liquidity and transaction-related factors, return and brand considerations, and tax-oriented factors. The study highlights that working women prioritize financial security and family welfare over long-term tax and pension planning