INVESTMENT: WHAT DRIVES AN INDIVIDUAL TO PREFER AN AVENUE?

Savings and investment propensities play a critical role in achieving dynamic financial market stability. The economic growth of any country is measured by three important variables namely, Income, Savings, and Investment. To have an optimum liquidity level in an economy, it is necessary to mobilize savings and promote investment. Despite traditional theories of finance believe that people act rationally, but in reality, they do not. Both the decision to save and invest can be influenced by deep-seated behavioral biases, personality factors, financial literacy, and external forces. This study was conducted to determine the numerous aspects that influence an individual's investment decision.