Impact of Behavioural Biases on Investment Decision: With special Reference to Gwalior City

Decision-making can be defined as the process of choosing a particular alternative from many available alternatives. Investment Decision is usually based on different factors one of them is behavioral factors. The study of Behaviour or psychology of investors while making investment decision is known as Behavioual finance. Behaviour Biases can be grouped into two factors they are heuristic and prospect, which are further categorized. Study aims to explore the factors which impact the investor decision making. For research 100 retail investors are targeted For data analyses SPSS 18 is used to know descriptive statistics and factor analysis.