FACTORS AFFECTING YOUTH CHOICES OF INVESTMENT IN KARACHI

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.