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Behavioral finance assumes that characteristics of market participants and information structure systematically have an influence on individuals’ investment decisions. This research paper aims at identifying the factors that influences the Pakistan’s individual investor behavior. Thirty four items under the five categories of variables were taken as independent that influences the individual investment decision making behavior that belongs to self-image/firm image, neutral information, accounting information, personal financial needs and advocate recommendations. Data collection is made with the help of structured questionnaires. Sample size of 125 was considered for the study out of which 40were finance students of University of Gujrat, 30 were finance teachers from different colleges and 55were bank employees of Sialkot, Gujranwala, Lahore and Gujrat. The statistical tools that were used for data analysis were mean, standard deviation, frequency distribution table of variables that have significant influence on decision making and frequency distribution table of variables that have least influence on decision making. Results of the calculated mean shown that all the variables are somewhat affecting the decision making behavior of investor and accounting information category of variables is most influencing while advocate recommendation is the least influencing category. Frequency table of significantly influencing variables shown that out of the total 33itemsthe 6 most influencing items which belongs to the self-image/firm’s image and accounting information like dividend paid, reputation of firm, feelings for a firm’s products and services, get rich quick, firm's involvement in solving community problems, and firm’s status in industry On other side factors that were found to be least influencing with respect to order of importance were friend or coworker recommendations, opinions of the firm's majority stockholder, recent price movement in the firm's stock, Religious Reason, Family member opinion and Broker recommendation related to other variable categories.

An Assessment Study on the ‘’Factors Influencing the Individual Investor Decision Making Behavior”