SAJMS - South Asian Journal of Management Sciences

Factors Influencing Individual Investor Behavior (The Case of the Karachi Stock Exchange)

The study of the investment decision process consists of economic perspectives derived from the relationship between the lifestyle, demographic variable and behavioral. Through this examination it has been analyzed that the behavioral variables and utility maximization are taken together for a complete study. This study incorporated this concept by taking 30 variables from diverse decision criteria including contemporary concerns. The findings suggest that an individual considers on the wealth maximization criteria on making their stock purchase.

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