Impact of behavioural finance in investment decision of working women in Thoothukudi District

Behavioural finance is a vital field that explores how psychological factors influence market outcomes. By examining emotional and cognitive aspects of investing, it aims to enhance our understanding of how these influences affect investors. Key themes like overconfidence, cognitive dissonance, regret theory, and prospect theory highlight the intricacies of investor behaviour. This research focuses on the investment patterns of working women and the factors they consider in their financial decisions, emphasizing the significant impact of psychological influences on the decision-making process.