BEHAVIORAL FINANCE AND INVESTMENT DECISION MAKING AMONG STUDENTS IN COIMBATORE CITY

Behavioral finance, is one of an emerging field of study, explores how psychological biases and emotional influences affect financial decision-making in a human, often deviating from traditional economic theories of rationality. In this research try to examines the relationship between behavioral finance and investment decision-making among students in Coimbatore city, a demographic that is increasingly participating in financial markets through digital platforms and innovative investment options. The study aims to identify the commonly used investment option among the students, thus behavioral biases such as overconfidence impact students' investment choices. The research gathers both qualitative and quantitative data through surveys, focus groups, and case studies involving students from diverse academic backgrounds and socioeconomic contexts in related to the study. The main aim for this study is for finding the level of financial literacy among the students, the source of information’s, the influence of psychological biases in the investment decision making, short-term financial goals. By shedding light on this aspects this research aims contribute understanding about behavioral finance among students