International journal of Contemporary Business Studies

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International Journal of Contemporary Business Studies Vol: 3, No: 6. June, 2012 ISSN 2156-7506 Available online at http://www.akpinsight.webs.com A Study on Retail Investors’ Behavior Dr. P G K Murthy Director of Parul Institute of Research and Management Vadodara, Gujarat, India Divyang Joshi Assistant Professor, S. G. Patel Institute of Management Studies Dharmaj. Dist: Anand State: Gujarat, India ABSTRACT The financial world has been changed greatly since last 20 years. Individual investors have started to participate actively in the investment activities. It has become very crucial to understand the investors‟ behavior for their investment decision. This study examines the investors‟ behavior with the help of different behavioral finance theories viz. overconfidence, disposition effect, conservatism, cognitive dissonance, rationality and regret theory. A sample survey of 130 investors from the Anand, Petlad and Khambhat (Cities of Gujarat, Anand District) was conducted during February to April 2012 with the help of structured questionnaire. The study found that investors are irrational with different investment options, investors were found overconfident. The findings also support the disposition effect theory and regret theory. Key words: Rational behavior, disposition effect, overconfidence, regret, chi-square. 1. INTRODUCTION The Efficient Market Hypothesis (EMH) believes that the prices of securities fully reflect the available information and the price changes are random. The EMH also assumes that investors are rational. Many researches do not support EMH. In 1980s, most of studies were done for EMH and behavioral model with the help of market data. International Journal of Contemporary Business Studies Vol: 3, No: 6. June, 2012 pp.28-37 ©Academy of Knowledge Process Special Acknowledgement Mr. Krunal Bhatt Student of MBA Semester IV S. G. Patel Institute of Management Studies Dharmaj. Copyright © 2012. Academy of Knowledge Process 28

International Journal of Contemporary Business Studies Vol: 3, No: 6. June, 2012 ISSN 2156-7506 Available online at http://www.akpinsight.webs.com The traditional finance theory and research believe that investors always try to maximize their utilities by compromising their feelings and emotions. The traditional finance theory has always ignored the investors‟ psychology (Kadir Can YALCIN) and believed that humans are emotionless. In contrast to traditional finance theory, the behavioral finance theorist believes that individuals suffer from irrationality at a time of decision making. According to behavioral finance theory, investors‟ psychology can be classified as overconfidence, optimism, hindsight, overreaction to chance, errors of preferences, regret of omission & commission, regret & risk taking (Daniel and Mark, 1998). According to Kahneman D and Amos (1979) individuals‟ investment decisions are not rational. Their decisions are affected by inevitable cognitive and emotional biases which make their decisions irrational. This phenomenon is more relevant in case of stock market investors‟ behavior. The different studies have opposite conclusions, e.g. Jegadeesh and Titman (2001) found the momentum effect as a cause of irrational behavior in the stock market while in against of that Daniel and Titman (2000) found strong momentum in growth stocks compare to value stocks which shows rational behavior of investors. Majority of the research were done with the help of stock market data but there was no direct interaction with investors. Some factors for irrational behavior in the stock market were witnessed but it could be inappropriate and injustice to generalize and extrapolate those factors. With an objective to study natural effect of psychological biases on investors‟ decisions, this study examines the investors‟ behavior with the help of different behavioral finance theories viz. overconfidence, disposition effect, conservatism, cognitive dissonance, rationality and regret theory. BEHAVIORAL THEORIES AND LITERATURE REVIEW Behavioral finance attempts to explain and increase the understanding of reasoning patterns of investors, including the emotional processes involved and the degree to which they influence the decision-making process. Essentially, the behavioral finance attempts to explain “what”, “why”, and “how” of finance and investment, from a human perspective. Ricciardi and Simon (2000) discussed some general principles of behavioral finance including the overconfidence, financial cognitive dissonance, the theory of regret, and prospect theory, and compare it with modern portfolio theory and the efficient market hypothesis. Raiffa (1968) introduced 3 approaches for analyzing decision making of investors. First, the Normative Analysis which is the rational solution to the decision problem. Second, the Descriptive Analysis is the way in which real people actually make decisions and third, prescriptive Analysis is which is concerned with practical advice and help that people could use to make more rational decisions. Kahneman (1998) explained the concept of beliefs, preferences, and biases of investment advisors should know about. Rationality A rational decision is one that is not just reasoned, but is also optimal for achieving a goal or solving a problem. Rabin (1998) discussed and compared the view of economist and psychologist and concluded that in short duration investors were irrational but in long duration the human nature became rational. Sevil, Sen and Yalama (2007) surveyed and analyzed the attitude of investors of Istanbul Stock Exchange. Through the questionnaire they examined the prospect theory, regret aversion, cognitive dissonance and heuristics. They found that investors were not totally rational. Disposition Effect The common behavior of investors to hold looser stocks too long and sell the winner stock too early is called disposition effect (Grinblatt and Han, 2002). Investors may rationally, or irrationally, believe that their current losers in future will outperform their current winners. They may sell winners to rebalance their portfolios or they may refrain from selling losers due to the higher transactions costs of trading at lower prices. The disposition effect was studies by Odean (1998). He analysed 10,000 trading accounts and their trading pattern. He found that the investors demonstrate a disposition effect; it means hold losing investment too long and sells winning investment soon. Copyright © 2012. Academy of Knowledge Process 29

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