GROWTH OF DIGITAL INVESTMENT PLATFORMS IN INDIA WITH THE PERSPECTIVE OF CONSULTANT AGENCIES

The quick growth of fintech has brought about a transformation in the investment climate in India, resulting in the
establishment of several digital investment platforms. This study examines the growth of digital investment platforms
in India. This study aims to assess end users' knowledge, acceptance, selection, and level of satisfaction with digital
investment services. The study sample consists of 80 individuals who answered a structured questionnaire. Frequency
analysis, chi-square tests (for categorical variables), and ANOVA (Analysis of Variance) were among the statistical
techniques used to analyze the data. ANOVA would be used to determine whether the differences between groups
were statistically significant, while frequency tables would be created to ascertain how demographic variables and
response distributions occurred. We utilized Chi Square testing techniques to examine the link between the User's
behavior and demographic factors that may be classified. According to the findings, digital investment platforms are
becoming more widely used. Due to increased accessibility, ease of use, and lower costs, individuals have
overwhelmingly preferred digital investment platforms. The majority of concerns regarding digital investment
platforms focused on trust, security, and a knowledge gap among a tiny minority of users. There are significant links
between a numbers of demographic characteristics of users of digital platforms, according to statistical analysis.
Digital investment platforms in India appear to have a lot of potential for development, especially as digital literacy
levels increase and more individuals get internet access.
Keywords: Digital investment, Fintech, User behavior, Digital literacy.