Determining the Factors Affecting Individual Investor’s Behavior in Selected Public and Private Bank Employees of Niligiris

Behavioral finance is precisely non-rational behavior of market investors. Behavioral finance theory shows that investors make investment decisions rationally, by intermittent change from the past and that investment decisions can be taken under the influence of some psychological factors. This study will focus on individuals (investors), one of the economic decision makers. Socio-economic factors, as well as psychological factors, influence the risk that investors perceive in the decision-making process of individual investors. The purpose of this study is to identify that the factor affects individual investors' drivers of financial investment decisions and to consider it in terms of behavioral finance. This study will focus on The Niligiris public and private banks employees, in the case it has been determined which stimulants are under the influence of predictions, estimates, emotions and personal intuitions, psychological and sociological behaviors of investment decision-making individuals.