The financial decision-making behaviour of salaried professionals in private higher education institutions remains underexplored in India. This study examines the investment behaviour of faculty and administrative staff in Delhi NCR using a qualitative phenomenological approach. It explores perceptions of investment, the role of financial literacy and digital exposure, behavioural and social influences, and constraints affecting financial planning and diversification. Data were collected through semi-structured interviews and analysed using thematic analysis, including open and axial coding and theme development. Five key themes emerged: preference for traditional investments, digital awareness but behavioural hesitation, social influence, short-term financial focus, and institutional constraints. Respondents largely favour low-risk instruments such as fixed deposits, gold, provident funds, and insurance-linked products. Although participants are aware of digital financial platforms, their usage is limited due to trust issues, low confidence, and perceived complexity. Investment decisions are strongly shaped by peer influence and informal advice. Despite being educated and urban, participants exhibit conservative financial behaviour driven by risk aversion, family responsibilities, and limited institutional support. The study highlights the need for workplace-based financial literacy, retirement planning, and digital awareness initiatives..
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