Rita Subedi

Investor behavioral factors determine the investment decisions of individual investors in the stock market. The study investigated behavioral factors driving investment decisions in Nepal’s stock market, contributing to existing literature. The behavioral factors comprise heuristics, prospects, and herding as predictors and investment decisions as a response variable. Thus, the study adopted a descriptive and analytical research design to test the research hypotheses and resolve the research questions and issues. A survey was conducted among individual investors registered with Nepal’s trading management system (TMS). A total of 526 structured questionnaires were distributed to targeted respondents, and only 350 useful questionnaires (66.54 percent) were received. The survey data of cross-sectional type were encompassed with a random clustering sampling method for this study. Further, the study employed descriptive statistics to depict the characteristics of respondents’ profiles, correlation analysis to assess the association between predictors and response variables, and linear regression analysis to investigate the impact of predictors on response variables. Similarly, Cronbach’s alpha was tested to observe reliability in the study. The survey findings showed a positive and significant association between heuristics and investment decisions (β = 0.088, p < 0.05). The prospect is positively linked with the individual’s investment decision but found insignificant (β = 0.011, p > 0.05). Finally, herding found a positive and significant association with investment decisions (β = 0.235, p < 0.05). The findings of this study contribute to existing theory and can be a benchmark for decision-makers and policymakers, investors, and others.