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This study investigates the influence of behavioral factors on the investment decisions of individual investors in Telangana and Andhra Pradesh, regions significantly impacted by technological advancements and economic fluctuations in India's evolving financial landscape. Despite market growth, limited understanding exists on how these behavioral factors shape investment behaviors. The research aims to fill this gap by analyzing the demographic profile of investors and exploring the relationship between demographic variables (age, gender, income, education, and occupation) and behavioral influences. Utilizing a structured questionnaire, primary data was collected from 151 investors, complemented by secondary data from official publications and records. The study employs SPSS for data analysis, using tools such as percentage analysis, descriptive statistics, T-test, and ANOVA. Findings from this research are expected to offer valuable insights into how investors can recognize and mitigate irrational decision-making tendencies, thereby enhancing their investment outcomes. By understanding investor psychology, the study aims to help investors convert behavioral biases into benefits, lower risks, and appreciate the value of diversified portfolios. This research is crucial in aiding policymakers and service industries in better understanding and catering to the diverse needs and preferences of investors. However, the study is constrained by its focus on behavioral factors, regional scope, sample size, and exclusion of users of contemporary investment apps. Key Words: Behavioural finance, financial markets, Behavioural factors
ACHSAH et al. (Wed,) studied this question.