THE FINANCIAL DECISION MAKING OF RETAIL INVESTORS IN PAKISTAN STOCK EXCHANGE: A COMPREHENSIVE ANALYSIS OF KEY FACTORS

In recent years, field of behavioral finance has gained increasing attention, with numerous studies investigating impact of various factors on investors' decision-making. However, there remains a critical gap in literature when it comes to a comprehensive understanding of the factors that influence retail investors' decision-making. This gap presents a chance for further research to explore factors that affect retail investors' decision-making, particularly in developing nations like Pakistan. The study examines both behavioral and external factors that impact the financial decision-making of retail investors in Pakistan. The research includes a sample of retail investors who invest in the Pakistan stock market, and data is collected using the simple random sampling technique. 1000+ questionnaire were distributed & 545 responses were received. The researcher used Smart-PLS for the purpose to analyze both measurement model and structural model. Results reveal that all exogenous variables have a significant influence financial decisions of retail investors in Pakistan stock market. Results hold significant implications & limitations for behavioral finance.