A Study on the Factors Influencing Investors Decision in the Indian Stock Market: A Case Analysis

An investor plays a very important role in the stock market because of the huge mobilization of savings in the nation. Stock market can never undermine the behavior of the investors. An effective investment decision is affected by various factors like demographical, behavioral and investment related. A thorough analysis is carried out to understand the magnitude of the impact of these factors on the individual investor. The analysis of the study through chi square reveals that investors are influenced by overconfidence, herding, mood, age, education and income level. However, factors like emotion, representativeness bias, risk, investment range, knowledge of trading and affordability have no impact on the investor’sdecision-making process.