Abstract:
Now a day, Investors are king in investment market
around the world. They have the ability to invest anywhere
but investment patterns are changed day to day. However,
this research surveys on the influence of investor’s
behaviour on investor’s decision making. The aim of this
study is to investigate the impact of investor’s behaviour
on investor’s decision making in Jaffna district. There
are so many investors in Jaffna peninsula. But most of
them don’t have the proper investment decision making.
Therefore this research analyzed the investor’s behaviour
and investor’s decision making. For this purpose, 100
investors were selected as sample in Jaffna district based
on simple random sampling method and primary data
was collected by using questionnaire form the investors.
Correlation and multiple Regression analysis were
performed through SPSS software (16.0 version).The
result reveals that there is a positive relationship between
investor’s behavior and investor’s decision making and
perceived behaviour and awareness significantly impact
on investor’s decision making. Further this Research
shows that investors are more likely to invest in assets
where performance is over long periods due to a lower
risk perception than when presented with a succession
of short period returns. This Study gives suggestions
for the devel opment of beneficiaries individually for
the organi zations to develop excellent beneficiaries and
for the improvement of future researchers. Furthermore,
this study provides platform to young investors to make
investment decision in Jaffna district
