期刊名称：Researchers World - Journal of Arts Science & Commerce
印刷版ISSN：2229-4686
电子版ISSN：2229-4686
出版年度：2015
卷号：6
期号：4
页码：20-27
DOI：10.18843/rwjasc/v6i4/03
出版社：Educational Research Multimedia & Publication
摘要：The study investigated the behavioral biases of individual investors and their impact on the investment behavior in context of Indian Stock Market. A structured questionnaire were developed and distributed among 196 individual investors who are engineering graduate. The respondents are selected based on convenience sampling. Multi-criteria technique of AHP is used to define the relative contribution of each of the behavioral bias in shaping the investor behavior. Most of the investors over-rate their loss aversion tendency and are found to have fear of loss. Herd behavior among the investors is also observed and they are found to follow the advice of their advisor, relative and friend while buying and selling the in familiar stocks. Results revealed that behavioral biases significantly influence investment behavior that may lead them towards less than optimal investments.
关键词：Investment Behavior; Behavioral biases; AHP; Loss Aversion; Herding; Mental Accounting.
