• Dr. Mayur Rao
• Shivani Agrawal
• Dhara Puwar

Although finance has been studied for thousands of years, behavioral finance which considers the social behavior in finance is a pretty new area. Behavioral finance theories, which might be based totally at the psychology, try to arrest how feelings and cognitive mistakes impact man or woman traders’ behavior (buyers referred to on this look at are referred to person traders). The key goal of this have a look at is exploring the behavioral factors influencing person buyers’ selections on the NSE & BSE Stock Exchange. Furthermore, the members of the family among these elements and funding overall performance also are tested. The have a look at begins with the present theories in behavioral finance, based totally on which, hypotheses are proposed. Then, those hypotheses are examined via the questionnaires dispensed to individual buyers on the Broking Firms, college students and professionals. The data collected from the Stock Broking firms, Students, Authorities through structured questionnaire were observed and data collected were analyzed using Cronbach's Alpha Reliability Test, based entirely on which, hypotheses are proposed. The result indicates that there are 5 behavioral elements affecting the funding selections of person investors at the NSE & BSE Stock Exchange: Herding, Market, Prospect, Overoptimism gamble’s fallacy, and Anchoring-ability bias. Most of these basics have mild impacts while Market element has high affect. This test also tries to discover the correlation among these behavioral factors and speculation overall performance. Among the behavioral factors referred to above, best 3 fundamentals are located to influence the Investment Performance: Herding (inclusive of shopping for and promoting; choice of trading shares; extent of buying and marketing stocks; velocity of herding), Prospect (such as loss aversion, remorse aversion, and mental accounting), and Heuristic (inclusive of overconfidence and gamble’s fallacy). The experimental behaviors are determined to have the highest advantageous impact at the investment overall performance while the collecting behaviors are stated to persuade undoubtedly the investment overall performance on the lower degree. In calculation, the possibility behaviors provide the undesirable impact on the funding overall performance.

Stock Market, Stock Exchange, Behavioral factors affecting investors’ decision, Investment Performance, Market Awareness

"A Study of Behavioral Factors Affecting Individual Investment Decisions", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 2, page no.e557-e562, February-2023, Available :http://www.jetir.org/papers/JETIR2302465.pdf

"A Study of Behavioral Factors Affecting Individual Investment Decisions", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 2, page no. ppe557-e562, February-2023, Available at : http://www.jetir.org/papers/JETIR2302465.pdf