FACTORS INFLUENCING THE INVESTMENT DECISION BEHAVIOR OF THE INDIVIDUAL

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.