1Principal, Anantrao Thopte College and Research Centre, Savitribai Phule Pune University, Bhor
2Vice President, Maharashtra State Commerce Association, Email:prasanna2deshmukh@gmail.com
Online published on 18 July, 2017.
Herding is being influenced by peers to follow the trend. Herding behaviour appears when following a large group looks better as compared to relying on personal instinctand knowledge.
At workplace, it has been observed that there is considerable influence of friends/colleagues- large groups in decision making whether it is a household decision of buying a washing machine or personal decision of upgrading mobile or investment decision like investing into a mutual funds schemes/shares etc. Many a time people follow their peers group blindly, under the impression that a large group cannot be wrong.
The researcher has tried to judge the existence of heard investment behaviour among IT/ITES women employees when a friends/colleagues group act as influencers. The research has been divided into three sub parts – trust on large group's investment decision making, herd buying behaviour and herd selling behaviour.
A sample size of 100 women employees of IT and ITES sector was selected. The data was collected through a well designed and structured questionnaire. The respondents were asked about their buying/selling decision in response to friends/colleagues - large group's action. The results were analyzed and suitable conclusions were drawn.
Herd, Value, Large groups, Investment behaviour, IT/ITES
