Biases and investment decision: an analysis of demographics using PLS-MGA

Purpose This study aims to evaluate how biases among retail investors – such as mental accounting, overconfidence and herd behaviour – affect their investment choices, while also examining how demographics, specifically, age, gender and income moderate these effects. Design/methodology/approach This paper uses quantitative method for collecting data through questionnaire from 385 Indian investors investing actively in stock market. The relationship was tested using partial least squares structural equation modelling through SmartPLS 4.0. To analyse the moderating role of demographics, multi-group analysis with percentile bootstrapping approach was performed. Findings The results reveal the varying effect of each bias on investment decision. The evidence proves the presence of herd behaviour, overconfidence and mental accounting while making investment decisions. Furthermore, age and gender was found to be moderating the effect of biases and investment decision of Indian investors. Also, the results imply that female investors are more prone to herd behaviour compared to their male counterparts. Research limitations/implications The study confirms that investors often deviate from complete rationality, with their investment decisions constrained by available resources, information and cognitive processing abilities, consistent with the theory of bounded rationality. The findings offer practical insights for financial advisors, educators, investors, government agencies and regulators to enhance investment decision-making practices. Originality/value This study offers new perspectives on the impact of behavioural biases on investment decisions. Particularly, the study enhances the understanding of investment patterns and contributes to the behavioural finance literature by addressing the interplay between demographics and investor behaviour in a rapidly growing economy.