Investment Selection Pattern of Individual Investors’: A Study of Prayagraj District

Purpose of the Study- Through this paper, an attempt is being made to study the behaviour pattern of the retail investor when it comes to equity Investment and how the various biases and demographic variables impact the financial decisions. Methodology- An exploratory study conducted on the 51 equity share investors of PrayagRaj Region of Uttar Pradesh in India during the time period of 1st June to 3o June 2019 using Questionnaire method for data collection. Main Findings- Age and Gender both are affected by various types of Biases especially Herd Instinct, Self Attribution Bias and Regret Aversion Social Implication - Investment is the fuel to propel the economy forward. In order to leverage the Investment potential, a comprehensive planning and awareness about Investment tools has to be provided to all class of Investors. Our country is full of educational disparity especially when it comes to financial Investment awareness. Our high context culture also lends itself to a lot of Emotional and Cognitive Biases which affects the decision. Financial prudence is also impacted by Age and Gender. This paper shall be helpful for the financial Investment Industry to frame a suitable strategy and for the retail investor to understand the role and dynamics of these various parameters and attitudes. Novelty of the study – All the contents of this paper are original in nature and the help from other Articles have been properly mentioned in the reference section.