• Ms ADITI KHARE
• DR. ANIL KUMAR TIWARI

This study examines the determinants influencing the investment decisions of individual investors in the primary cities of Madhya Pradesh: Bhopal, Indore, and Gwalior, inside the stock market. The analysis examines three primary domains: personal attributes, cognitive heuristics, and the impact of technology on investing behaviours. It illustrates how factors such as age, gender, income, education, and occupation influence diverse investing decisions. The research examines how psychological factors such as excessive confidence, risk aversion, and herd behaviour influence investor actions. It highlights the rapid use of internet trading platforms and mobile applications, which transformed investment practices. The findings provide valuable insights for investors, financial advisers, and legislators. This material promotes better informed, prudent, and consistent investing practices in the MP stock market.

Key words: Retail Investors, Investment Decisions, Behavioural Finance, Technology Adoption etc.

" Analyzing Behavioral and Demographic Factors Influencing Retail Equity Investment in Cities of Madhya Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.c249-c258, November-2025, Available :http://www.jetir.org/papers/JETIR2511231.pdf

" Analyzing Behavioral and Demographic Factors Influencing Retail Equity Investment in Cities of Madhya Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. ppc249-c258, November-2025, Available at : http://www.jetir.org/papers/JETIR2511231.pdf