A STUDY ON IMPACT OF BEHAVIOURAL FINANCE IN INVESTMENT DECISIONS OF WOMEN WITH SPECIAL REFERENCE TO THRISSUR DISTRICT

A STUDY ON IMPACT OF BEHAVIOURAL FINANCE IN INVESTMENT DECISIONS OF WOMEN WITH SPECIAL REFERENCE TO THRISSUR DISTRICT
Author(s):
SRUTHI SREENIVASAN
Keywords:
Availability bias, Herding bias, Mental accounting, Representativeness bias.
Abstract
Women participation in various sectors have increased rapidly. Technological advancements and increase in women literacy have paved way for this change. Behavioural finance is an emerging concept which has probability for greater future exploration. Thus, gender dilemma in investment decisions can be closely connected to behavioural finance. The perception, attitude, and psychology of women in behavioural financing are kept under the study. The attitude of women towards risk, return, decision making criteria in investment selection and role of women in the aggregate investment are widening the scope of the study. Behavioural finance recognizes that emotions and mental framing play an important role in influencing decisions.Thrissur is a district in which many famous investors are living. Moreover, Thrissur district has been characterised by more female than male.
Article Details
Unique Paper ID: 153041 Publication Volume & Issue: Volume 8, Issue 5 Page(s): 279 - 282
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