BEHAVIORAL FINANCE – A QUALITATIVE CONTENT ANALYSIS USING ATLAS TI

Decision making is a complex phenomenon which is influenced by a variety of factors like demographic characteristics psychological bias etc. Similarly, financial decision making is characterized by these biases. Understanding these biases lets you understand the way one takes a decision and hence overcome the shortcomings or irrational behaviour. Purpose of the Study: Through this paper, an attempt is being made to study the relationship of Demographic, Behavioral biases, and personality in financial decision making through a content analysis technique using ATLAS ti software. Methodology: The study used a summative qualitative analysis of 122 research paper from various journals. These were filtered, coded and then the collected data analyzed to test the hypothesis using the Chi-Square test. Main Findings: The content analysis has shown that most researchers have established a relationship of demographics, personality and behavioural biases. The novelty of the study: Very few Researches have attempted to perform qualitative research to study the content in the behavioural finance area. The study will help develop a strong conceptual framework to study behavioural finance which can be useful for future researchers to study behavioural finance.