A STUDY ON BEHAVIORAL INVESTMENT APPROACH AMONG GIG WORKERS AND SELF ENTREPRENEURS

R. Satheesh kumar; Manjunath P K; Sachana C

doi:10.29121/granthaalayah.v13.i9.2025.6379

Authors

R. Satheesh kumar Professor, Department of M.B.A, Surana College, Kengeri Campus, KST, Bangalore, Karnataka-560060. https://orcid.org/0000-0003-2426-2331
Manjunath P K Student, MBA 2nd Year Surana College (Autonomous)
Sachana C Research Scholar, Institute of Management Studies, Davangere University, Davangere, Karnataka

DOI:

https://doi.org/10.29121/granthaalayah.v13.i9.2025.6379

Keywords:

Behavioral Finance, Micro-Investment, Gig Economy, Financial Inclusion, Risk Metrics

Abstract [English]

The global rise of the gig economy has created an income paradox for workers and entrepreneurs in India: while work is flexible, cash flow is highly irregular, limiting engagement with traditional investment tools. This study introduces the Daily Incremental Micro-Investment (DIIM) framework, a behavioral finance solution designed to overcome this insecurity. By leveraging concepts like mental accounting and loss aversion, DIIM encourages very small, scaled daily contributions, making saving intuitive and sustainable even with volatile earnings. Analysis of primary data confirmed that this incremental approach improves participant comfort, consistency, and engagement compared to conventional products. The research concludes that integrating behavioral insights with financial design, particularly through DIIM, is crucial for fintech and policymakers seeking to enhance the financial resilience and inclusion of the underserved gig economy workforce.

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