Abstract:
Purpose- To study the influence of firm image on the individual investor behavior in making
investment decisions. To identify the impact of accounting information on individual investor
behavior. To identify the effect of factors those are related to the neutral information on investor
behavior. To analyze the effect of advocate recommendation on investor behavior. To interpret
the influence of factors those are related to the personal financial needs of investor on
his behavior. To identify the most influencing factor in investing decision of individual investor
out of the above mentioned factors.
Methodology/sainple- The data for the study is collected through the online survey conducting
website. The survey was conducted by a questionnaire which included 10 questions. The numbers
of respondents were 52.
Findings-The results of the study showed that for an individual investor the image of the
company does not matter rather than the dividend and the stability in the dividend. In addition
the advocate’s advice is important for them for a safe decision. The most if the investors want to
have good financial knowledge for their investment.Moreover the financial health of the
company is very important for the investor for the investment decision.
