• Dr Renu Isidore

The decision making tools employed by investors in the secondary equity market is influenced by the gender bias. Researchers have identified that the female investors participate less in the equity market, especially in India because of lesser financial knowledge and poor awareness compared to the male investors. This study aims to identify the differences between the male and the female investors in terms of the decision making tools employed for making stock investment decisions. By using a questionnaire survey on a sample of 436 secondary equity investors residing in Chennai, this study measures the variables influencing the stock investment decision which was further reduced to the five decision making tools namely: Economy analysis, Industry analysis, Company analysis, Technical analysis and Advocate’s recommendation. Using Independent sample t-test, the means of the tools: Industry analysis and Advocate’s recommendation were found to differ between the male and the female investors. Investors and wealth managers need to be aware of this gender bias in order to make efficient decisions in the equity market and aim towards a more rational market.

Investor behavior, Fundamental analysis, Technical analysis, Peer recommendation, Secondary equity market.

"Do Male and Female Investors employ different decision making tools in the equity market?", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.342-346, June 2019, Available :http://www.jetir.org/papers/JETIR1906R88.pdf

"Do Male and Female Investors employ different decision making tools in the equity market?", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp342-346, June 2019, Available at : http://www.jetir.org/papers/JETIR1906R88.pdf