Vol. 10, Issue 1, Part B (2024)

Stock markets play a pivotal role in the global economic landscape. Currently, the stock market is used to assess the economic progress of any nation. The Indian stock market is one of the expanding markets globally. Retail investors, also known as individual investors, are those who allocate their funds towards trading stocks with the goal of maximizing their investment value, rather than opting for lower interest alternatives. The research examines the investing behaviour of individual investors in the stock market to see if three independent factors - Demographic Factors, Awareness, and Perceived Risk Attitude - have any influence on a single dependent variable, investing Behaviour.

The data were collected from 300 retail investors located in selected cities of India. This study used a cross-sectional design. A deductive technique was used, as the research process followed a cyclical pattern that began with the theoretical framework, proceeded to developing research propositions, collecting data based on these expected propositions, and finally drawing conclusions from the gathered data. The researcher has designed a comprehensive questionnaire, based on relevant studies, to systematically collect the ongoing experiences of retail investors.