• Dr. Renu Isidore. R
• Dr. P. Christie

Investor behavior is influenced by various factors like the monitoring frequency, stock market experience and the risk tolerance level. Using a sample of 436 secondary equity investors residing in Chennai, nine behavioral biases were measured and tested against these factors. The biases include: Mental Accounting, Overconfidence, Optimism, Representativeness, Loss Aversion, Regret Aversion, Gambler’s fallacy, Anchoring and Availability. Significant relationships were determined between the biases and the factors. Wealth managers and financial advisors would benefit from these results as they would be able to classify the investors better in terms of their biases and trading behavior and hence advice them accordingly.

Mental Accounting, Overconfidence, Optimism, Representativeness, Loss Aversion, Regret Aversion, Gambler’s fallacy, Anchoring, Availability

"Study of the factors influencing the behavioral biases of the Secondary Equity Investors in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.645-652, April-2019, Available :http://www.jetir.org/papers/JETIR1904E94.pdf

"Study of the factors influencing the behavioral biases of the Secondary Equity Investors in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp645-652, April-2019, Available at : http://www.jetir.org/papers/JETIR1904E94.pdf