This study explores the gap between financial literacy and actual investment execution among retail investors in India. Despite increased access to financial education and digital trading platforms, many investors struggle to translate theoretical knowledge into real-time decision-making, often exhibiting hesitation, inconsistency, and emotionally influenced behavior. Using primary data collected from 162 respondents, the research applies statistical tools including correlation, ANOVA, and regression analysis to examine the relationship between financial literacy, behavioral factors, and execution confidence. The findings reveal that while financial literacy has a moderate positive impact on confidence, emotional biases and cognitive overload significantly hinder effective decision-making. Investment experience improves confidence but does not eliminate execution hesitation. The study introduces an Applied Decision Support System (ADSS), a non-advisory, technology-enabled framework designed to support real-time investment decisions while reinforcing learning and maintaining investor autonomy. By integrating behavioral finance insights with practical technological support, the research contributes to improving financial education frameworks and enhancing disciplined investment behavior.
Thrisha K P (2026) studied this question.