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@article{206749,
        author = {Prashantha B and Vanisha D Pate and Sujith Kumar S H and Tarun G N and Santhosh M M},
        title = {A STUDY ON THE IMPACT OF MARKET UNCERTAINTY ON INVESTOR PREFERENCES WITH REFERENCE TO SHAREKHAN LTD.},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {2633-2638},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206749},
        abstract = {Fluctuations across global markets create sudden instability, deeply altering how everyday investors manage their funds and view risk. This research explores how shifting economic environments impact the specific financial habits and investment choices of clients linked with Sharekhan Ltd. By analysing primary insights collected via a structured survey of 100 retail investors alongside comprehensive industry literature, the study evaluates the direct ties between market unpredictability and individual financial decisions. The mathematical models and descriptive findings confirm a distinct relationship: volatile environments cause market participants to frequently realign their portfolios, prioritize liquidity, and display varying levels of emotional decision-making despite expressing general confidence. Based on these outcomes, the paper provides strategic recommendations for brokerage organizations to enhance customer support tools, roll out targeted educational webinars, and offer personalized advisory frameworks during periods of heavy economic transition.},
        keywords = {Market Uncertainty, Investor Preferences, Portfolio Management, Sharekhan Ltd., Value Investing, Financial Behaviour, Risk Tolerance, Retail Investors, Wealth Management.},
        month = {July},
        }