A STUDY ON THE INFLUENCE OF STOCK BROKER ON INVESTORS DECISION MAKING WITH SPECIAL REFERENCE TO BSE

Abstract

There is a lot of scope for growth in the subject of behavioural finance, which is still relatively new. Policymakers, institutions, market infrastructure organizations, and businesses all have a hard time making sense of individual investors' behaviour in the stock market since there isn't adequate literature in the Indian context. Funds invested in stock are unique among commercial activities in that they are nearly always reliant on the advice of others. Stock advice from an expert seems like a no-brainer for them, therefore it seems sense that they think it will help them earn money. And yet, the mere idea of investing advising has certain very important characteristics. If the goal of an investor is financial gain, then asking for advice on where to put their money amounts to a request for direction. The main purpose of the study are to study the investment behaviour of the respondents, to identify various factors considered by the investors while taking the investment decision and to measure the influence of the stock brokers on the investor decisions. The study has been carried out in Chennai city to understand the investor behaviour towards the stock market and stock brokers. It is descriptive study conducted during the month of August 2022 with 200 sample investors. The investors who have investment in the stock market regularly are considered as sample respondents for the study. They selected using convenient sampling method. A Google Forms is prepared and circulated through the WhatsApp group of the brokers. The first 200 completed filled Google forms are selected for the study. The data are analyzed with the help of SPSS software.   The study concluded that the level of influence is found same across all the age group of investors.