Influence of Cognitive Behaviour on Investment Decision of Individual Investors in Tirunelveli District – an Empirical Study

The present study purposively made an attempt to study the cognitive behavior influence on investment decision of individual investor in Tirunelveli district by collecting data from 62 investors through a questionnaire. The analysis of variance (ANOVA) tool is used to assess the relationship between investment avenues and cognitive biases. The study found that the majority of the investors are influenced by the cognitive biases and they have low level only and few biases influenced at the moderate level. Most of the assets are made by the investors with some biases. Hence the study proved that the investment decision made by the investors in the market is highly influenced by cognitive behavior as well as biases