Abstract:
Purpose- This paper throws light on the different factors that affect the individual investors in
their investment decision. This will help in understanding the youth investment behavior. This
paper is about youth of Karachi. The key characteristic of the youth is that they are
inexperienced and thus, it is important to identify the factors that influence them to invest in
certain commodity or firm.
Methodology/sample- The researcher collected data from the 50 individuals in order to ascertain
the factors affecting investment decisions of youth in Karachi Pakistan. The researcher used one
sample t test in order to test the hypothesis.
Findings- The researcher found out the following.
Firms practice ethics and social responsibility positively influences investment decision of youth.
The stock price, media analyst comments and advertisement has not affect on investment
decision. Friends and family positively influence investment decision and the firm’s financials
do not affect investment decision in Pakistan.
.Practical Implications- The outcomes of the research might help the investors and stakeholders
in order to ascertain the factors affecting individual’s investment behavior in Pakistan.
