Behavioural Finance – A Study with Small Individual Investor

The research is about behavioural finance because behavioural finance has made its impact on almost every field of life. In this concept, study the how cognitive behavioural factors affect investment decisions making process towards preferred more than one investment avenues. Global financial markets are influenced by many factors, the economic processes which take place in the country and the world, institutional and political constraints information. But behavioural finances influence the behavioural factors in small individual investors’ investment decision making. The researcher has focused only on the small individual investors investing in more than one investment avenues. As a researcher has observed that the problem of this study is that a few research works have proved that there is a great impact one or two behavioural factor influences the small individual investors preferred investment avenues for stock market and mutual funds but this research has focuses that not only stock market, mutual fund investments are influenced by the small individual investors behavioural factors and also reflect result on investment performance.