RURAL WOMEN EMPOWERMENT BY EHNANSING INVESTMENT BEHAVIOUR – A STUDY OF WESTERN UTTAR PRADESH

Abstract

Behavioural Finance is the key concept to understand and explain the psychological influence of investor’s on their decision making process while investing. Behavioural finance studies the impact of psychology on finance. “Behavioural finance is, relatively speaking, in its infancy. It is not a separate discipline, but instead will increasingly be part of mainstream finance” (Ritter, 2013, Page 437). Mintzberg et.al (1976) proposed a three stage rational decision- making process and the stages are: problem identification, development of alternatives and selection. Kahneman and Tversky (1974) were the first who identified heuristics as mental shortcuts of human. It is observed in many studies that behavioural biases depend on the demographics of investors (Prosad et.al.2015). A number of survey indicate that men and women differ significantly (Odean, 2001). This study focuses particularly on the women investors in the area where gender biasness are frequently observed.