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Behavioural marketing: Investment decisions in Uttarakhand State (Garhwal Region) Garg Sachin Assistant Professor, Research Scholar in Management, Uttarkhand Technical University, Dehradun, India Email id: doaligarh@gmail.com Online published on 7 February, 2020. Abstract People's earning, investing and saving is a very wise decision and a very important part of human life, it doesn't matter that the particular person's earning is how much, less or more. How much one is rich or poor? The investment decision of any consumer is the based on many considerations for their financial assets. If we see theoretically, it is like making a balance between current and future consumption and taking the wise decision for investment where they can have safe and secured value of today's asset in the future in best possible manner. Now consumers can opt to invest in stock of company in variety of form available and derivatives or may not, but the basic objective behind investment remains the same which can be told in simple form Positive returns resulting into wealth creation. However it is not easy always to invest and have positive returns unless one monitors the performance of the investment instrument and has clear objects in mind. There is no role of emotions feelings and other behavioral factors. But this assumptions no longer work as the number of researchers have found the evidence that the emotional and behavioral factors also plays an important role in decision making and investors not always rational as the feeling of loss, winner's pride etc also effect the decision making. Hence, Behavioral Marketing is a new approach to financial markets that has emerged the 1980s in response to the difficulties faced by the traditional models which are blamed for the lack of realism in the assumptions on human behavior. Top Keywords Investment, Market, Earning, Consumer, Product. Top | |
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