1. S NAGALAKSHMI - Assistant Professor, Department of Commerce, IFIM College, Bangalore.
2. BRIJESH SINGH - Research scholar from VTU, Belagavi & Associate Professor, Department of MBA, SJB Institute of Technology, Bangalore.
3. REKHA GUPTA - Assistant professor, Department of Commerce, Government General Zorawar Singh Memorial Degree College, Reasi.
4. N BABITHA THIMMAIAH - Research Guide, VTU Belagavi & Assistant Professor, Department of Management Studies, VTU PG Centre, Mysuru.
Nowadays, behavioral finance is an inseparable component of investment decision taking practice as it highly affects performance of investors in the financial market. Besides, it helps to reduce or remove different biases at the time time taking investment decision which leads to performance improvement. The research problem chosen for the study is role of demographic factors influencing investors decision process. The present research is undertaken in south Bangalore. The data is collected from 406 employees of private banking sector by using simple random sampling method through structured questionnaire. In order to study objectives and testing hypotheses, percentages, mean, standard deviation, t-test, ANNOVA are used. The motive of this research is to analyse the behavioral factors of investing employees of private banking sector. Various demographic factors has been tested to analyse the impact on investment decisions with respect to returns. It can be summarized that Return factor is having positive and significant impact on satisfaction of employees of private banking sector towards investment.
Behavioral Finance, Portfolio Investment, Regression, Standard Deviation.