FACTORS INFLUENCING THE INVESTORS TO INVEST IN STOCK MARKET

Comparing to developed countries, the investors participation in the stock market is very much low in India. There is need for rightful approach to attract the retail investors towards the stock market. If more retail investors are get started to participate in the stock market, country will develop and we can anticipate economy growth. In this background the current study was conduct to understand and identify factors which are influencing Indian investors towards the stock market. The main aim of the study is find out the factors which are influencing the investors to take decision to invest in the shares in Mysore City. For the same total 375 respondents' opinion were collected through the structured questionnaire by using convincing sampling method. Results indicates that factors like company reputation, risk factor, tax benefits, convenience & affordability, safety are the factors which are positively influencing on the investors to take decision to invest their hard earn money in shares but returns and liquidity factors are negatively influencing on the investors with respect to investing their money in shares.