Behavioural Finance, Equity Investment Decisions, Demographic Factors, Junagadh, Rajkot
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A Comparative Study of the Impact of Behavioural Finance on Equity Investment Decisions: Evidence from Investors in Junagadh and Rajkot
Abstract: This study examines the influence of behavioural finance on equity investment decisions among individual investors in Junagadh and Rajkot. The research is based on primary data collected through structured questionnaires administered to 200 respondents, with an equal representation of 100 investors from each city. The study specifically focuses on key behavioural biases, including overconfidence, familiarity bias, regret aversion, and narrow framing, and further evaluates the impact of demographic factors such …
Published in NOLEGEIN Journal of Business Risk management · Vol. 9, Issue 2, 2026 · pp. 1–8 Read article