INVESTORS COGNITIVE BIASES AND INVESTMENT DECISION

Gold has always been a valuable metal all over the world, including India. It has been an investment choice for the people. Therefore, the study proposed to analyze the women investors' cognitive biases and investment decisions on gold. Data were collected from 110 women investors, through a field survey, with the help of a structured questionnaire, in the Google form, during the period January 2020 to August 2020. The study concluded that biases did not affect the gold investment decision, because gold conferred social prestige on women. Hence women preferred gold investment compared with other investment alternatives.