Abstract
Individual investors’ participation has gradually increased in the financial market. It also offers the possibility of making money through returns from the invested capital alone with flexible market instruments, liquidity and diversity with risk. Reviewing the relevant articles, many authors found that a lack of awareness in the share market is the cause of every investor’s loss. The study wants to investigate the importance of share market awareness and its impact on investors’ challenges while investing. Also, this paper seeks to address the influence of investor awareness on investor satisfaction in the share market. Using the Snowball technique, a sample size of n=79 data was taken for the study. Through gaps in the existing literature, a self-administered questionnaire was constructed and used for data collection to explore the impact of awareness on challenges and satisfaction of investors in the share market. Structural Equation Modelling (SEM) was performed to test the hypothesis framed for this study after checking the validity and reliability of the questions as indicators. Based on the results, it is revealed that investor awareness has positively influenced investors to overcome challenges while investing in shares and satisfying them with the share market norms and returns.
Keywords: Challenges, Investor Awareness, Satisfaction, SEM Model, Share Market