The researcher to define the, “behavioural finance is the study of the influence of psychology on the behaviour of financial practitioners and the subsequent effect on markets.” The science deals with theories and experiments focused on what happens when investors make decisions based on hunches or emotions. Thus, behavioural finance can be defined as a field of finance that proposes explanation of stock market anomalies using identified psychological biases, rather than dismissing them as “chance results consistent with the market efficiency hypothesis.” It is assumed that individual investors and market outcomes are influenced by information structure and variance characteristics of market participants.

KEYWORDS: Investment strategies, Investment decision, Investment avenues, Gold financial market, Individual investors, Investment performance