A STUDY ON INVESTOR'S BEHAVIOUR AT THE TIME OF INVESTMENT

Previously, individuals invested primarily in secure instruments such as post offices and fixed-return banks. Nowadays, though, there are numerous investment options, and the stock market is one of the most sought-after ones. Individuals are more ready to assume greater risks for the promise of higher returns. The universal investment principle is that the higher the risk, the greater the potential reward, and the stock market is among the major avenues for investors seeking high-risk, high-reward investments. An investment strategy is a policy that assists an investor in the choice of a suitable portfolio for attaining monetary objectives within a specified time limit. Investing is also advantageous for companies as it enables them to raise funds by using financial markets. Investments offer different benefits to investors, companies, and society at large This research aims to comprehend the investment behavior of salaried employees in India, with a focus on behavioral finance. It defies the classic understanding of rational decision-making by considering the impact of human behavior and prejudices on investment decisions. It emphasizes the increasing popularity of sustainable, long-term investments and explores how cognitive biases, risk perceptions, and social influences play a role in making such decisions. Through the utilization of both qualitative interviews and quantitative surveys, the research seeks to offer insights into the psychological drivers of sustainable investment practice and help in upholding sustainable investing in India