• Swati Mehta

This study examines how the Big Five personality traits – Neuroticism, Extraversion, Conscientiousness, Openness, and Agreeableness – influence equity investment decisions among individual investors in South Gujarat, India. A descriptive survey of N=727 investors was conducted with results analyzed using descriptive statistics. The findings reveal distinct behavioral tendencies: highly neurotic investors exhibit pronounced anxiety and risk aversion; extraverted investors rely on social networks and display greater risk tolerance; conscientious investors prefer safe, well-researched options; open investors pursue diverse new opportunities; and agreeable investors show optimistic yet moderate trust in advice. These patterns highlight the significant role of personality in investor behavior in South Gujarat. The paper discusses implications for financial advisors and investors and suggests directions for further research.

Behavioural finance, Big Five personality traits, investment behaviour, equity investors

"Influence of Big Five Personality Traits on Equity Investment Decisions: A Descriptive Study in South Gujarat", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.366-375, January-2019, Available :http://www.jetir.org/papers/JETIR1901J53.pdf

"Influence of Big Five Personality Traits on Equity Investment Decisions: A Descriptive Study in South Gujarat", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp366-375, January-2019, Available at : http://www.jetir.org/papers/JETIR1901J53.pdf