Name: Sakshi Gupta, Kamalpreet Kaur
Country: India

Year: 2023
Volume: Volume-10, Issue-1 (January-June)
Page Number: 21-26

Investment decision making is a critical element in the investment process. Investors must determine their investing aim, the greatest level of risk they are willing to tolerate, as well as the frequency and duration of their investments. However, basic considerations, as well as demographic and psychological factors of investors, may influence investing decisions. Individual financial selections should be made with caution and thorough investigation and analysis. Investment always carries the danger of losing the money invested, and this loss is beyond the control of the investor. As a result, it is always advisable to monitor and analyze all risks before making investments. There are many behavioral factors which are being faced by investors while making investment decisions like over optimism, excessive volatility, herd behavior, over confidence etc.
KEY WORDS: Investment, Investment Decision Making, Behavioral Factors