Analysis of Investment Behaviour of Individual Investors of Stock Market: A Study in Selected Districts of West Bengal

The study is an analysis of investment behaviour of individual investors of stock market to enquire whether there is any impact of three independent variables namely Demographic Factors, Awareness and Perceived Risk Attitude on only one dependent variable Investment Behaviour. The study has collected primary data from 400 randomly selected individual investors of stock market from various districts of West Bengal using a structured questionnaire on five point Likert scale. The study finds that the awareness levels of the individual investors are on moderate level and financial awareness is more than social learning. Perceived Risk Attitude is mainly guided by Affect rather than Cognition. The analysis indicate that Demographic Factors, Awareness and Perceived Risk Attitude significantly influence Investment Behaviour of individual investors of stock market.