摘要：In recent era, stock market trading has increased rapidly; rapid trading can give benefits to brokerage firms. Stock market of country is an indicator of economic growth and development of country. Individual investment decision making is increasing rapidly so it is necessary to know the behavior of individual investors. The study identifies the factors that affect the investment decision making. The study used adapted questionnaire to gather the primary data from 253 individual investors of Islamabad stock exchange. The advanced econometric techniques are used to conduct in-depth analysis of gathered data with the help of SPSS 22. The descriptive statistics, regression analysis and exploratory factor analysis are employed. The findings of present study reveal positive significant relationship between advocate recommendations, neutral information, self-image/firm image coincidence and individual investor investment decision making. The study did not find any evidence on relationship between accounting information, classical wealth maximization and personal financial needs. It can say that most of investors in Pakistan are not making rational decisions on the basis of accounting information and most of times their decisions depend on the recommendations of stock brokers, co-works, friends and family. It is suggested that higher authorizes should focus on this issue because stock markets can be easily manipulated if investors rely on other recommendations while making investment decisions.
