摘要：Over the past few decade the investors’ expectation and behaviour has changed significantly. The economic theory of investment states that investors think and behave “rationally” when buying and selling stocks. The growth in the number of financial instruments and products has given investors a lot many choices. Generally investors are presumed to use all available information to form “rational expectations” in investment decision making. In reality, individual investors do not think and behave rationally. His motives influencing in favour of different financial instrument is driven by greed and fear. They are misled by extremes of emotion, subjective thinking and the herd mentality. The paper intends to analyse the determinants of the individual investor motives towards various financial instrument and factors affecting their investment decisions. An empirical study is conducted to analyse the investment motives and behaviour and decision making style of individual investors. The different factors’ inter-relationships were evaluated after which conclusion and suggestions were drawn. Some future scope of study is also suggested for the improvement in financial products and services marketing.
