Journal Press India^®

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This study tries to express and comprehend those factors which have their impact on person's investment decision process. The researchers have tried to establish a relationship about the people’s reaction towards their social finance decisions. It is an attempt to interlink the factors and their impact on investment decision of small investors. Researchers made here an experimental investigation to see how an individual conveys an investment decision and how extraordinary factors influence his investment decision movement. Motive to invest is very much essential or we can say is a crucial factor which influences an individual for choosing his investment. In general, investment decisions are moulded by various behavioural aspects reflected by people like predispositions, observation, sex, age, feelings and their identity attributes. These factors are correlated together like strings of guitar that pulling one will affect them all, which transform in to music. One can observe that correct tensions in the strings will provide great music, where wrong provide something else. The similar relationship, we find in our investment decision also, if we are of different gender, age or predispositions we will react towards investment differently.

Keywords

Behavioural Bias, Personality Trait, Investment, Demography, factor analysis.

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