Abstract :
Research in behavioural finance has impact applications. A better understanding of behavioural process and outcomes is important for financial planners because an understanding of how investors generally respond to return should help investment advisors device appropriate allocation, strategies for their small individual investors. An individual investor investing small amounts of various investment avenues as opposed to an institutional investor or foreign investor. It is also called as small individual investor / retail investor. In today world every individual running for money and is considered as a root of happiness. For secure life for bright future people start investing. Still many people not take correct decisions for investing various investment avenues. They are confuse by the excess wealth and at present India provides various investment avenues in market. So this research focus by identifying the most influencing behavioural factors on their in investment decisions at selecting various investment avenues.
Author Name : Dr. P. Shunmugathangam
DOI: https://doi.org/10.5281/zenodo.1170439
Keywords: Behavioural finance, Small individual investors, Investment avenues, Behavioural factors, Investment decision.
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