• D. Chithra
• Dr. A. Seilan

Investors are the backbone of capital market. A developing economy, like India, needs a growing amount of savings to flow to corporate enterprises. The level of participation of the retail investors in the equity market has been increasing over the past few years. Investors typically perform technical or fundamental analysis to determine favorable investment opportunities, and generally prefer to minimise risk while maximizing returns. Equity investment gives an opportunity to become a part of the company ownership and also gives regular returns on investment as dividend income or through appreciation in share price. Investing in equity also allows investor to enjoy the flexibility of staying invested as long as he/she wish to, take advantage of the price movements and thus utilize the liquidity. There are various factors influencing investment decisions from different aspects. These factors have different levels of impact on each investor. More knowledge about the market will help the investors to know about this factors, analysing those factors and finally to make right decision about investment and make money. This study was undertaken to identify the various factors which the equity investors take in to account while investing in equity shares.

Equity shares, investment, investment decision

"Factors Influencing Investment Decision in Equity Shares – A Study in Kanyakumari District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.595-603, June-2019, Available :http://www.jetir.org/papers/JETIR1906S24.pdf

"Factors Influencing Investment Decision in Equity Shares – A Study in Kanyakumari District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp595-603, June-2019, Available at : http://www.jetir.org/papers/JETIR1906S24.pdf