Published Paper Details:

.Abstract This study aims to examine the awareness of the stock markets and the resulting investment behaviour of educated youths in Ranchi, Jharkhand, which is an important Tier-2 city in Eastern India. Traditionally, it is known for being populated with a conservative group who prefer investments in conventional instruments such as fixed deposits and gold. However, the city is now undergoing a transformation owing to the technological revolution and information availability. In particular, the research focuses on "educated youths," aged between 18 and 40 years, comprising university students and early-career employees, to test the importance of education in investment behaviour. Through a combination of quantitative and qualitative approaches in research methodology, the paper employs primary data obtained via a random stratified sampling method using 160 samples.The purpose is to examine the level of genuine market knowledge and not just social media interaction, as well as the impact of an education foundation in commerce on the selection of either traditional or modern financial products. Early analysis indicates a significant area of research that is yet to be explored: even though digital media have made it possible for people to enter into the market, most of the time, there will be "digital herd mentality," and the impact of "finfluencers" makes investment decisions more speculative than intelligent money management. In addition to this, the research will explore the concept of "socio-cultural friction" that exists in Ranchi because young investors face a challenge in balancing the need to make a mark financially against the intergenerational conditioning from their parents. Keywords: Stock Market Awareness, Investment Decisions, Educated Youth, Ranchi, Tier-2 Cities, Behavioral Finance