A Study On Factors Affecting Investment Decisions In Equity Market By Retail Investors Of Metro Cities In Gujarat

This study explores factors that affect how individual investors in Gujarat's main cities Ahmedabad, Surat, Vadodara, and Rajkot decide where to invest in the stock market. The research looks at three main areas: personal characteristics, mental shortcuts, and how technology changes investment habits. It shows how things like age, gender, income, schooling, and job lead to different investment choices. The study also looks at how mental aspects like too much confidence, avoiding risk, and following the crowd shape what investors do. It also points out how quickly people started using online trading sites and phone apps, which changed how people invest. The study pays special attention to the effects of the COVID-19 pandemic, which changed how people saw risk and sped up digital investing. The results offer helpful information for investors, financial advisors, and lawmakers. This information helps encourage more educated, careful, and steady investment habits in Gujarat's stock market.