The article comprehensively examines the essence of the concepts of financial behavior and investment activity of the population in the securities market, their relationship and the theoretical and methodological foundations of their development. While investment activity reflects the level of channeling the population's free funds into alternative financial instruments, financial behavior defines the psychological and economic choices of residents in managing risks and returns. In the course of the study, the perspectives of domestic and foreign scholars regarding these concepts were analyzed, and the role of financial literacy in shaping the investment culture of the population was identified. The core scientific value of the research lies in the fact that it addresses not only the theoretical aspects of this phenomenon but also its specific regional aspects based on a comprehensive analysis of empirical data from a pilot sociological survey conducted among the residents of Aktobe city. By applying statistical and descriptive analysis methods, the actual investment trends of the regional population were outlined, and the main barriers hindering the active participation of residents in the securities market were identified. The analysis and scientific conclusions presented in the article provide insights into investor behavior at the regional level and can serve as a basis for further enhancement of financial literacy programs. The article serves as a valuable source of information for specialists working in the fields of economics and finance, researchers, and students.

AKHMETOVA G.I.

Candidate of economics sciences, K.Zhubanov Aktobe regional university, Aktobe, Kazakhstan

E-mail: gakhmetova@zhubanov.edu.kz, https://orcid.org/0000-0002-9576-4323

MURATOVA F.S.

4th-year student of the finance educational program, К.Zhubanov Aktobe regional university, Aktobe, Kazakhstan

E-mail: muratova05052005@gmail.com, https://orcid.org/0009-0003-9242-3720

SAPARGALI B.B.

4th-year student of the finance educational program, К.Zhubanov Aktobe regional university, Aktobe, Kazakhstan

E-mail: sapargalibatyrzhan5@gmail.com, https://orcid.org/0009-0008-3181-5751

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securities market, investment activity, financial behavior, financial literacy, investment culture