Purpose: This study aims to analyse investor behaviour in stock market investments, focusing on understanding the various factors that influence their investment decisions. Furthermore, it seeks to conduct a detailed SWOC analysis of the financial behaviour of investors within the stock market. Design/ Methodology: The studys information collected from secondary sources like magazines, books, and journal papers that were found using search engines like Google Scholar, Researchgate, Emerald and others. Findings/ Results: The result of this study indicates that investment decision-making in the stock market is significantly influenced by different factors like fear, greed, behavioural changes, and so on, based on different theoretical models that exclusively focus on the nature of investors investing in the stock market. Originality Value: Every investor, while investing in the stock market, should think based on different factors influencing and various theories impacting the decision-making process. In addition to that, the study focused on the various strengths and opportunities available to investors by comparing them with the challenges attached from the point of view of risk. Paper Type: Case Study