A Study on the Impact of Demographics Variable on Mental Accounting Bias of Individual Investors in Financial Decision

It has been asserted that investors' preferences for equities are influenced by their desires, cognitive flaws, and emotions. A succinct introduction to behavioural finance is given in this article. Research that rejects the conventional premises of expected utility maximisation with logical investors in efficient markets is referred to as behavioural finance. The study of psychology, according to financial economists, can explain stock market anomalies, market booms, and crashes as well as shed significant light on how unpredictable and erratic human behaviour can be. This has the potential to challenge the conventional wisdom that financial markets operate efficiently. Mental accounting bias is depicted in investor behaviour where Investors split their funds into many mental account tiers of a portfolio pyramid in order to achieve objectives like securing their retirement funds, paying for their kid's college, or being able to travel the world. In accordance with the organization's power, the law, and its obligation commitments, the paper outlines ideas to improve the efficacy of financial decisions and identifies the psychological effects' limitations. In Practical, proposals about the adoption, execution, and evaluation of financial decisions were made considering scarce funds and rising need.