Investors Decision Making Style in Equity Market

The purpose of the paper is to determine the investors' decision making style of equity market investment. Each and every investor follows some way of style or pattern of investment. This paper based on different factors influencing investors' decision making style of the equity market. Investors decision making style include seven factors such environmental analysis, financial analysis, economic analysis, emotion, intuition, frame of reference and risk aversion. The study conducted among the individual investors in equity market through convenience sampling method. This study will provide information about the investment decision making of people belonging to different age group, different financial sectors, and their investment preferences and knowledge. Furthermore, it will help in determining whether the more experienced investor can only make a good investment decision or the financial literacy, accounting information can also help less experienced investors in making a good investment decision. The study resulted that there is significance relationship between decision making style and frame of reference. The study also evidences that investors have an experience they rely on pros and cons of past investment activity and to take rational decision making. Finally, they should also consider the sources of information (Expert recommendation and fundamental analysis) while making an investment in equity shares.