Keywords
Investors
Psychological Factors
Investment Decisions
Investment Alternatives
How to Cite
Abstract
Behavioural finance, which integrates psychological and behavioural factors into investment decisions, contests conventional financial theories by analyzing investors' cognitive abilities and psychological phenomena. This research examines the investment behaviour of individual investors in Tiruchirappalli district city. The study aims to understand the impact of demographic and psychological characteristics on investment behaviour. The high savings rate in India emphasizes the importance of individual investors, who often lack comprehension and perception of various financial products. The study uses personality traits and demographic information to analyze investor behaviour. The initial survey used a well-organized questionnaire to analyze the investment situation, knowledge, perception, and investments of individual investors in Tiruchirappalli district. The data were examined using SPSS 26, and the frequency of demographic factors, investors' perception of various investment alternatives, and also using AMOS 24. Investors tend to choose traditional assets as they are more secure and easily converted into cash. Individual preferences can effectively satisfy both consumers and service providers, enhancing investor risk appetite through heightened awareness. This study encompasses the fields such as investor perception, preference, behaviour, demographic characteristics, and psychology.
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