Impact of Company Characteristics on Equity Investors’ Investment Decisions: A Study of Punjab, India

The investors should analyse the investment factors carefully before making any investment decision. They should also have the deep knowledge of the market and economic indicators. Diversification of investment by the investors is required in order to make the returns maximal and make the risk minimal. An investor's stock purchasing behaviour has been identified to be influenced by 60 variables. These variables have been categorised under 10 constructs, namely, Company's Fundamentals, Associated Intermediaries, Company's Creditability, Company's Profile, Financial Market Services, Minimising Risk and Maximising Return, Qualities of Governance, Purpose of Investment, Reliability of Information and Sources of Recommendations.