This study attempts to assess the financial literacy level of retail individual investors in the state of Gujarat, India and its effect on their investment decision. The data collection instrument consisted of a performance test and questionnaire. The performance test was used to measure the financial literacy level of investors. The median percentage of correct answer of the sample was considered to frame the financial literacy level. Forty-four variables of investment decision were studied. Out of a total of 385 respondents, 39.20% of the respondents are considered investors with a higher level of financial literacy and 60.80% of respondents are considered investors with a relatively lower level of financial literacy. This study found that financial literacy does have a statistically significant effect on the investment decision of investors.
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