• Ansh Rupani
• Juhi Sah
• Pratham Kumar Chaudhary
• Mithesh NS
• Jatin Bothra

Investor decision-making is not solely driven by rationality and objective analysis but is significantly influenced by behavioral biases. This study delves into the realm of behavioral finance to explore the prevalence and impact of these biases among retail investors. Through a comprehensive review of literature and empirical analysis, common behavioral biases such as overconfidence, loss aversion, and herd mentality are identified as pervasive forces shaping investor decision-making. Moreover, this research examines the interplay between demographic factors, financial literacy levels, and the manifestation of these biases among retail investors. By shedding light on the behavioral dynamics underlying investment decisions, this study aims to enhance investor awareness and provide insights for developing effective strategies to mitigate the adverse effects of behavioral biases. Ultimately, this research contributes to improving investment outcomes and decision-making processes for retail investors in financial markets.

Bias recognition, Investor protection, Investment performance, Market integrity, Financial outcomes, Herd behaviour, Investor psychology.

"A STUDY ON BEHAVIOURAL BIASES IN INVESTMENT DECISION MAKING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.k115-k128, March-2024, Available :http://www.jetir.org/papers/JETIR2403A14.pdf

"A STUDY ON BEHAVIOURAL BIASES IN INVESTMENT DECISION MAKING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppk115-k128, March-2024, Available at : http://www.jetir.org/papers/JETIR2403A14.pdf