FACTORS INFLUENCING THE INVESTMENT DECISION OF THE
CUSTOMERS IN BANKING SECTOR, CHENNAI
Abstract-Deposits are not only a part of
the money supply, they also affect it in
important ways. Government create
and spread money throughout the
economy in response to key movers
like investment. Investment is largely
possible because people can move
large sums of money by saving,
transferring and withdrawing funds
from bank accounts.
Bank deposits are a primary tool for
investment, and without them
businesses would not be able to access
funds from individuals at all. This
study aim at determining the basic
driving force of investment of
customer in banking sector and their
perception towards their investment in
banking sector.
The study is to know the customers
perception toward the investments in
banks and how the customers are
aware of the other form of investments
like equity, gold, real estate etc.
secondly how frequently the customers
are investing and their satisfaction
towards their investments. The main
aim of this study is to determine the
factor that influence the investors to
invest in banking sector.
Descriptive research is adopted in the
study. Convenient method has been
used as sampling design with 110
respondents. Structured Questionnaire
used for the survey. Primary data has
been used. Appropriate statistical will
be used such as Correlation, Chi
square, Friedmen’s test, ANOVA and
Regression analysis.
This study aims to gain knowledge
about key factors that influence
investment behaviour in banking sector
and ways these factors impact
investment risk tolerance and decision
1
making process among the customers.
The individuals may be equal in all
aspects, may even be living next door,
but their financial planning needs are
very different. Hence keeping this in
mind, the present study is an attempt to
find out the factors which affects
individual investment decision in
banking sector and differences in the
perception of Investors in the decision
of investing in banks.
Author’s:
Chandrasekaran Siva
MBA,M.Phil,UGC-NET,(Ph.D),
Assistant Professor, Department of
Management studies, SRM Easwari
Engineering College, Chennai –
600089
DURGADEVI P K (II YEAR
STUDENT)
Affiliation details: Student,
Department of Management Studies,
SRM Easwari Engineering College,
Ramapuram, Chennai – 600089
Author 2 & 3:
DHARANI KAMATCHI S,
GAJALAKSHMI A
Affiliation details: II year Student,
Department of Management Studies,
SRM Easwari Engineering College,
Ramapuram, Chennai – 600089
Email Id:
Chandru.smsiva@gmail.com,
sdharani703@gmail.com,
gaja1805@gmail.com,
Contact Number:
9884231072,7358622279, 9514713159
 programme  or through purchase  of
life  insurance or a  home  or by some 
INTRODUCTION: other  mode  of investment like 
investing  in Real Estate (Property) or
Investment means spending of money
in Banks or in saving schemes of post 
in different financial assets or
offices. Each of this investment has
institution for uncertain future rewards
common characteristics such as
and considers risk as well in this
potential return and the risk you must
process. There are three types of
bear. The future is uncertain,
investors like conservative, moderate
and you must determine how much
and aggressive. Traditional financial
risk you are willing to bear since
theory discuss people take decisions
higher return is associated with
rationally , but in the same time some
accepting more risk. The individual
people also do irrational decisions as
should start by specifying investment
well that affect their future. Investors
goals. Once these goals are established,
are supposed to be rational creature,
the individual should be aware of
who studies the technical and
the mechanics of
fundamental analysis of the investment
investing and the environment in
market avenues prior to invest their
which investment decisions are made.
hard earned money. The important
These  include  the  process by which
purpose of investors making
securities are  issued  and 
investment is to both maximize their
subsequently bought and sold,
income and minimize their expenses.
the regulations and tax laws that have 
In finance literature, individuals are
been enacted  by various levels of
considered to behave judiciously while
government, and the sources of
pursuing their own benefits. In this
information concerning investment
context, individuals spare some of their
that are available to the individual.
hard earned income for expenditure
and some amount for saving. Within Today the field of investment is even
this framework, individuals route their more dynamic than it was only
savings into investment. a decade ago. World event rapidly
events that alter the values of
Many individuals find investments to
specific assets the individual has so
be fascinating because they can
many assets to choose from,
participate in
and the amount of information
the decision making process and see
available to the investors is
the results of their choices. Not all
staggering and continually growing.
investments will be profitable, as
The key to a successful financial plan
investor wills not always make
is to keep apart a larger amount of
the correct investment decisions
savings and invest it intelligently, by
over the period of years;  However,
using a longer period of time. Savings
you should earn a positive return on
accounts, money at low interest rates
a diversified portfolio. Investing is
and market accounts
not a game but a serious subject
do not contribute significantly
that can have a major impact on
to future rate accumulation.
investor's future wellbeing. Virtually
While the highest rate
everyone makes investments. Even if
come from stocks, bonds
the  individual does not  select specific 
and other types of investments in
assets such as stock, investments are 
assets such as real estate. Nevertheless,
still made  through participation in
these investments are not totally
pension plan, and  employee saving 

2
safe from risks, so one should try to
understand what kind of
risksare related to them
before taking action.
Individuals allocate their
income towards expenditure and
savings. Within this boundary,
individuals have to transform their
savings into investments. Most of the
individuals find investments to be
enthralling because they can involve in
the decision making process and
appreciate the results of their choices.
The main purpose of investors engaged
in investment is to both maximize their
income and minimize their expenses.
Not all investments will be profitable,
as investor will not always make the
correct investment decisions. However,
he should earn a positive return on a
diversified portfolio. Financial
planning needs are different. Investors
have many social oriented needs,
which can have significant
implications for their decision making
process. Each of his investment has
special characteristics such as potential
return and the risk that he must bear.
The future is uncertain, and he must
determine how much risk he is willing
to bear since higher return is associated
with accepting more risk. This study
was designed at identifying the
variables that have most and the least
influence factors on the investment
behaviour of the investor.
To understand the characteristics of
each one of the different types of
investment you must
have enough financial knowledge.
Furthermore, inflation has
served to increased awareness of
the importance of financial
planning and wise investing. More
Inflation is a worry for each and every
individual. Due to Inflation value of
your money in future will decrease. 
To Cope up this, Investors wants
to invest their money and earn certain
3
rate of return which is more then
rate of Inflation. Having clear reasons
or purposes for investing is critical
to investing successfully.
Like training in a gym, investing can
become difficult, tedious and even
dangerous if
you are not working toward a goal
and monitoring your progress. In
traditional way investors prefer to
invest in bank accounts, in gold, silver,
mutual funds, post office, insurance
companies, and in alternative way in
stock market, derivatives, portfolio etc,
an investor who does not want to take
risk of their capital they prefer to
invest in banking sector because
baking offering reasonable rate of
return with less risk.
IDENTIFIED PROBLEM:
Bank deposits are a primary
tool for investment, and without them
businesses would not be able to access
funds from individuals at all. Thus,
bank deposits is important for every
point of view i.e. business, banks,
customers etc. The aim of the study is
to determine the factor that influence
the investment decision of customers
in banks.This study will
straightforwardly influence the
planning and decision making of
Banks. It will give a structure to banks,
so they can configuration such
investment or speculation plans for
their clients that can fulfill or draw in
their clients towards their venture
designs that will expand their business.
NEED FOR THE STUDY:
The study is to know the
customers perception toward the
investments in banks and how the
customers are aware of the other form
of investments like equity, gold, real
estate etc. secondly how frequently the
customers are investing and their
satisfaction towards their investments.
The main aim of this study is to
determine the factors that influence the
investors to invest in banking sector.
OBJECTIVES OF THE STUDY:
 To determine the basic
driving force of investment
in banking sector.
 To check the factors that
effect on an individual for
making an investment and
what the individual
requires.
 To measure the perception
of customers regarding their
choice of investment in
banking sector.
 To study the significance of
demographic factors
influencing the basis of
investment preference.
SCOPE OF THE STUDY:
This study aims to gain
knowledge about key factors
that influence investment behaviour in
banking sector and ways these factors
impact investment risk tolerance
and decision making process
among the customers. The individuals
may be equal in all aspects, may even
be living next door, but their financial
planning needs are very different.
Hence keeping this in mind,
the present study is an attempt
to find out Factors which affects
individual investment decision in
banking sector and Differences in
the perception of Investors in
the decision of investing in banks.
LITERATURE REVIEW:
Jansirani & Shanmugasundaram
(2012) has carried out a study titled
“Influential factors in Investment
decision making” with an objective to
study the various factors that influence
investors’ decision making process and
to analyse the impact of the
4
technological factors with 21
structured questions from 515
investors who have invested in equity
market. The study revealed that
Investors decisions are influenced by
psychological factors and behavioural
dimensions. The research presents the
dependence of small investors on the
advice of leading companies. It also
shows lack of confidence in their
knowledge to decide. It also revealed
that a prudent investor who can control
his emotions can use his money for
hedging against inflation by
identifying sources of right analytical
presentation and by sparing sufficient
time for investment decisions. It also
suggested that Securities and Exchange
Board of India must include the role of
behavioural dimensions in its
awareness campaign due to the critical
nature of these factors in investment
decisions. It also recommended that the
investment analyst must incorporate
behaviour factors in their analytical
model though they are qualitative in
nature.
Viswanadham N, Edward N,
Dorika&Mwakapala D (2014),
undertook a study of perceptual factors
influencing investors buying behaviour
in Tanzanian equity Market with an
objective to determine the factors
influencing investors buying behaviour
in Tanzanian equity market and to
identify importance of sociological,
psychological and economic factors
that affect investor’s decision. This
study was carried with a sample of 50
investors, which includes 40 customers
who had defaulted and 10 Dar ee
Salaam Exchange staff. The study has
revealed that economic condition and
GDP impact, government policies
significantly have impact on the equity
market, i.e., strong performance of
economy results into behavioural
finance issues. The results show that
concentration of trading activities is
negatively associated with insider
trading activities. The findings also
include listed companies should pay
attention to several factors like
building brand, quality management
decisions, transparency in settlement
issues. It also suggested that investors
should also take into consideration
economic condition and GDP when
taking investment decisions and also
the investors are investing in a very
systematic manner for a future need.
Rajkumar S &Venkatramaraju D
(2014) carried out a study on factors
influencing individual investors
towards IPOs Performance with an
objective to find out the investors
perception towards the equity and tax
saving mutual funds and to analyse the
performance of IPOs in the market
during the financial year 2014 and to
ascertain the factors contributing to the
underpricing or over pricing of IPO in
India considering 24 factors. The study
concluded that IPOs based on rumor
and hearsay must be avoided. The
investors must be choosy while
investing in IPOs. Investor should only
few IPOs and should not invest in all
the IPOs. The researcher also identified
that liquidity, rate of return and market
share the elite performance of the
equity / tax saving mutual fund. It also
suggested that the organisations should
be cautious in making investment
towards various financial instruments
which safeguard the interest of the
investors.
Preeti Singh &Harpreet Singh Bedi
(2011) studied the Investors Behaviour
in secondary market with an objective
to study the difference in behaviour of
investors, investment style of investors
belonging to different segments of
society and to study the factors which
impact the individual behaviour of
investor. The study was conducted
with a sample of 150 investors in 3
different districts of Punjab.The study
5
has revealed that there was significant
difference between the behaviour of
the investor of different segments
while investing in the secondary
market. The style of investment is
different for different kind of investors
such as traders are active investors
while long term investors are passive
investors. Investors generally invest in
stock market either for growth, while
traders invest with the objective to earn
short term profit. It also revealed that
majority of the respondents are
investing in the stock market with the
objective to have higher returns and the
second preference is given to Growth
and least number of investors invest
with the purpose to meet their
contingencies. It also suggested that
investors should make the investment
with proper planning keeping in mind
their investment objectives.
Umamaheswari S & Ashok Kumar
M (2014) undertook a study of the
investment perspectives of the salaried
strata at Coimbatore District with an
objective of to ascertain the investment
priority of a person based on the level
of exposure, intensions, beliefs,
responsibilities etc. The study was
carried out with a sample of 1000
investors. The study revealed that that
awareness on investment is the need of
the hour for the investors through
number of institutions part with
investor’s education as they are not
sufficient. It also suggested for
developing both the behaviour and
investment models of a specific group
of the society.
Manoj sharma, Sai Vijay T, Pateria
L P &Sheetal Sharma (2012) has
done an empirical study on the impact
of demographic factors on the
satisfaction of investors towards
insurance policies with a sample of 358
respondents in Chattisgarh state. The
study reported that demographic
factors like age, employment,
education level and monthly income
were found to have significant
association with the satisfaction of the
investors whereas gender, marital
status do not have an association with
the satisfaction of the investors. It also
suggested that insurance companies in
the state should attempt to target the
investors by focusing on these two
insignificant demographic factors.
Mehmet Islamoglu, Mehmet Apan,
AdemAyvali (2015) had undertaken a
study titled “Determinations of factors
affecting individual investor
behaviours: A study on Bankers”, with
a sample of 277 bank employers in 24
branches of 14 banks in Turkey. The
objectives of the study is to ascertain
the correlation between the income
effect on investment decision,
investment information tracking and
payment behaviour, impact of religion
and society on investment decision.
The study has revealed that individual
investors are affected by several
factors while they direct their savings
at investments. It was revealed that
there was a significant relation
between investment information and
traditional investment behaviour. It
was also uncovered that there was not
positively a significant relation
between religion and society during
investment decisions. Investors also
had alternative plans to reduce the risks
and gave importance to innovation
financially. It also revealed that they
showed interest in financial
information presented by means of
communication instruments such as
media and the internet and kept pace
with progress of their investment
instruments.
SmitaMazumdar (2014), has carried
out a study on Individual investment
behaviour with respect to financial
knowledge and investment risk
preference with an objective to find the
significant relationship between
6
financial knowledge and investment
risk preference with individual
investment behaviour. The sample of
was taken in Mumbai through mails.
Mails were sent to 55 persons and
responses were received from 30
persons and these were considered as
samples. The study revealed that there
was no significant relationship between
knowledge and individual investment
behaviour and also no significant
relationship between investor risk
preference and individual investment
behaviour. It was also concluded that
significant correlation between
knowledge and risk preference.
Statman (1988) observed that
people trade for both
cognitive and emotional reasons. They
trade because they think they
have information, when in reality they
make nothing but noise and trade only
because trading brings them joy
and pride. Trading brings pride when
decisions made are profitable, but it
brings regrets when they are not.
Investors try to avoid the pain of regret
by avoiding realization of losses,
employing investment advisors as
scapegoats and avoiding stocks of
companies with low reputations.
Harlow and Brown (1990) observes
that psychologists tend  to believe that
an individual’s choice is primarily
determined by factors
unique to the particular decision
setting, whereas economists
assume that there  is some  individual
specific mechanism 
playing a common role in all
economic decisions.
Warren et al. (1990) and Rajarajan
(2000) predict individual investment
choices (e.g., stocks, bonds,
realestate) based onlifestyle and demog
raphic attributes. These investors see
rewards as contingent upon their own
behavior.
(Rajarajan, 2002). Gupta (1991) Scheme  for Retired  Employees
argues that designing a portfolio for a (DSRE),and  the  Overall Score
client is much more than merely Confirmed  that  the  level of
picking up securities for investment. awareness among  investors in the  old 
The portfolio manager needs age group  was higher  than in those  of
to understand the psyche of his client young  age group. NO differences
while designing his portfolio. were observed among male and female
Risk tolerant investors behave as investors except for NSS and KVP.
though they can control risk. This
suggests that risk tolerance serves as National Council of
a proxy for an ‘illusion of control’ Applied Economic Research (NCEA)
and thus overconfidence (1961) ‘Urban Saving survey’ noticed 
[Madhusoodanan(1997); that irrespective  of occupation
Odean (1998);Barber and Odean followed  and  educational level and 
(2001) ;Benartzi and Thaler (2001) ; age attained, households in  each
Gervais and Odean(2001) ; And Daniel group  thought  saving  for the  future 
and Huberman (2003)]. was desirable.  It was found that
desire to make provision for
Barber and Odean (2000) emergencies were a very
explored the impact of important motive for saving for
intuitive thinking on investment old age. Securities
preference to study the experience of and Exchange Board of India (SEBI)
actual investors. The ET Retail Equity and NCEA (2000) ‘Survey of Indian
Investor Survey (2004) in Investors’ had been report that Safety
the secondary market and Liquidity were the primary
identified different categories of considerations which
investors based on their characteristics determined the choice of an asset. In
and attitude towards secondary market this paper we are trying to find out
investments. A study by on 245  Kuala  the Factors which influence individual
Lumpur Stock  Exchange individual investment decision, the difference in
investors from Kula Lumpur the perception of Investors in
and Petaling Jaya, reveal that there are the investing process on the basis of
some  differences between Age and the difference in perception of
active and passive investors in terms of the Investors on the basis of Gender.
demographic and psychographics,
investment characteristics as well as RESEARCH METHODOLOGY:
investment behavior.
The research methodology depicts the
Karthikeyan (2001) has flow of the research process and serves
conducted research on Small Investors as guidance for the research to carry
Perception on Post office Saving  out the research study. It comprises of
Schemes and found that there was data source, sample size, sampling
significant difference among the four techniques and tools of analysis. In this
age groups, in the level  of awareness research study, the researcher has used
for kisan vikas patra (KVP), National the primary data obtained from 110
Savings Scheme (NSS), and deposit respondents of customers in banking
sector.

7
Research Descriptive research
Design
Study Chennai
Area

8
 Sampling Customers of various
Unit banks
Sampling Convenient sampling
Method
Sample 110 Investors
Size
Nature of Primary data
Data
Sources of Survey method through
Primary Questionnaire
Data
Tool used Structured Questionnaire
for Data
collection
Type of Close ended, open ended
Questions
Statistical Chi square, Anova,
Tools Correlation and
Used regression and
Friedman’s test
from the survey to arrive at the
conclusions.
SAMPLE SIZE:
INFERENTIAL ANALYSIS:
Sample size denotes the
number of elements selected for the ONE WAY ANOVA TEST
study. For the present study, 110
respondents were selected at random. Null Hypothesis (H0): There is no
All the 110 respondents were the significant relationship between
customers of different banks. respondents who are ready to invest
and their satisfaction level.
The study will be based on
questionnaire with convenience Alternate Hypothesis (H1): There is
sampling method and the data analysis a significant relationship between
respondents who are ready to invest
and their satisfaction level.
Descriptive of ANOVA Table:

Ready_to_invest
95% Confidence
Std. Interval for Mean
Deviati Std. Lower Upper Minimu Maximu
N Mean on Error Bound Bound m m
Highly 1 1.00 . . . . 1 1
Unsatisfied

9
Unsatisfied 6 1.00 .000 .000 1.00 1.00 1 1
Neutral 32 1.41 .499 .088 1.23 1.59 1 2
Satisfied 63 1.05 .215 .027 .99 1.10 1 2
Highly 8 1.38 .518 .183 .94 1.81 1 2
Satisfied
Total 110 1.17 .380 .036 1.10 1.24 1 2

TESTS OF HOMOGENEITY OF VARIANCES:

Levene
Statistic df1 df2 Sig.
Ready_to_inves Based on Mean 51.774 3 105 .000
t Based on Median 9.100 3 105 .000
Based on Median and 9.100 3 60.656 .000
with adjusted df
Based on trimmed 50.161 3 105 .000
mean

Table: Tests Of Homogeneity Of Variances4

ANOVA:

Ready_to_invest
Sum of
Squares df Mean Square F Sig.
Between 3.267 4 .817 6.888 .000
Groups
Within Groups 12.451 105 .119
Total 15.718 109

RESULT: Rejected and Alternate Hypothesis is

Since the calculated p value
0.001<0.05. Null Hypothesis
FINDINGS:
accepted. Therefore, there is a
is relationship between respondents ready
is to invest and their satisfaction level.
 The distribution of sample says
that majority of people which is
55.5% are at the age of 18 to
30. People at the age of 18 to

10
 30 prefer to make investments
in banking sector.
 The distribution of sample says
that majority of people which is
64.5% are male. This clearly
shows that males are more
interested in investing in
banking sector.
 The distribution of sample says
that majority of people which is
66.4% are graduates. Graduates
are constantly looking for
creating multiple sources of
income and are interested in
investing in banking sector.
 The distribution of sample says
that majority of people which is
62.7% are working in private
sector. The report clearly shows
that people who are working at
private sector are more into
investing in banking sectors.
 The distribution of sample says
that 40.9% of people who are
investing in banking sector are
having their monthly salary
range between Rs 40,000 and
Rs 70,000 and 40% of the
people are having their monthly
salary range between Rs 10,000
and Rs 40,000. This shows that
people having their monthly
salary range between 10,000
and 70,000 are majorly
investing in banking sectors.
 The distribution of sample says
that majority of people which is
73.6% are investing in fixed
deposit and 26.4% of people
are interested to invest in
recurring deposit.
 The distribution of sample says
that majority of people which is
69.1% are investing 5% to 10%
of their income in banking
sector.
 The distribution of sample says
that majority of people which is
56.4% are investing yearly in
banking sector. 22.7% of
11
people are investing quarterly
and 20.9% of people are
investing monthly.
 The distribution of sample says
that majority of people which is
52.7% prefer to invest for the
time period of 1 to 3 years.
 The distribution of sample says
that 56% of people are slightly
aware of bonds, 56% of people
are slightly aware of
debentures, 59% of people are
moderately aware of equity
shares, 55% of people are
moderately aware of
government securities. 60% of
people are very aware of
mutual funds. 58% of people
are very aware of real estate,
60% of people are very aware
of gold. So majority of people
are very aware of mutual
funds , real estate and gold.
 The distribution of sample says
that majority of people which is
78.2% have already invested in
any of the following
investments :
 Bonds
 Debentures
 Equity shares
 Government
securities
 Mutual funds
 Real estate
 Gold
 The distribution of sample says
that majority of people which is
82.7% are ready to invest in
these kinds of investments.
 The distribution of sample says
that majority of people which is
37.3% have invested mostly in
mutual funds, 25.5% have
invested mostly in bank
deposits, and 16.4% have
invested mostly in gold in the
past few years.
 The distribution of sample says
that majority of people which is
 65% agree that investment in
banking helps to meet their
family needs in future, 67% of
people agree that investment in
banking helps to meet
emergency needs, 63% agree
that investment in banking
helps to live a safe and secure
life, 69% agree that it helps to
increase steady capital growth,
63% agree that it helps to avoid
loss and expenses. So majority
of people invest in banks to
meet family needs, emergency
needs, secure life, capital
growth and loss & expenses.
 The distribution of sample says
that 49% of people agree that
investment in banks was
influenced by relatives, 45%
agree that it was influenced by
peer, 46% agree that it was
influenced by social media,
48% agree that it was
influenced by advertisements,
64% of people strongly agree
that it was influenced by self.
So majority of people 64%
strongly agree that investment
in bank was influenced by self.
 The distribution of sample says
that 57% of people agree that
they prefer to invest in banks
because they like to invest for
less than one year, 46% of
people agree that they like to
invest for 5 years or more, 50%
of people disagree to take
investment amount before the
due date. So majority of people
which is 57% agree to invest in
banks because they like to
invest for less than one year.
 The distribution of sample says
that 59% of people agree that
they prefer to invest in bank
because they like to have a risk
free investment, 60% agree that
they like to have a high rate of
return, 49% of people agree
12
that they like to have a fixed
amount of return in future. So
majority of 59% of people
agree that they prefer to invest
in banks because they like to
have a risk free investment.
 The distribution of sample says
that majority of people which is
57.3% are satisfied with
banking investments. 29.1% are
neither satisfied nor dissatisfied
with banking investments.
 The distribution of sample says
that majority of people which is
56.4% think that investment in
other avenues is riskier than
bank investments.
 From this survey, most of the
people suggest mutual funds as
the best form of investment in
banking.
SUGGESTIONS AND
RECOMMENDATIONS:
 The basic driving force to
invest in banks is security and
benefit reasons. So banks can
provide various future
investment plans and high rate
of return other than any other
avenues.
 People prefer to invest in banks
due to various factors like
security, awareness, opinion,
benefit and duration. Individual
require mainly security factor
to invest in banks.
 In the past few years, people
have invested mostly in mutual
funds. So people choose to
invest in fixed deposit and
mutual funds.
 People in young age prefer to
invest more, than the elder one.
So elder people can avoid
taking risky investments while
young people can take risk.
 They can design a new savings
or investment plans for their
customers that can satisfy or
 attract their customers towards http://journal.uob.edu.bh/xmlui/
their investment plans that will bitstream/handle/123456789/37
increase their business. This 5/JIFS040105.pdf?
can provide investors all the sequence=1&isAllowed=y#:~:t
available information and they ext=Six%20independent
can make rational investment %20variables%20i.e.
decision. %20Psychology,investment
 The investors should be given %20decision%20making
adequate knowledge about the %20were%20observed.
various forms of investments 4) A study on Factors Influencing
through advertisements, social Investment Decision of
media and pamphlets. Generations in India
http://ijbmer.com/docs/volumes
CONCLUSION: /vol1issue1/ijbmer2010010103.
The study was conducted on 110 pdf
customers of banks that constituted the 5) Factors affecting investors
sample size. To collect data the decision-account learning
researcher used a structured https://accountlearning.com/fac
questionnaire that was personally tors-affecting-investment-
administered to the respondents. The decision/
questionnaire constituted 20 items. In 6) Effective decision making- skill
this study, data was analyzed using Chi you need
square, Anova, Correlation and https://www.skillsyouneed.com
regression, Friedman’s test. The /ips/decision-making.html
objective of the study was to identify 7) Chennai- Wikipedia
the factors influencing investment https://en.wikipedia.org/wiki/C
decisions in banking sector. Results of hennai
the analysis revealed that the most 8) Evolution of banking over
important factors were: security, time- investopedia
awareness, benefit, duration and https://www.investopedia.com/
opinion. Another important thing that articles/07/banking.asp
was observed during this research 9) Investment Decisions:
study was that the banks have offered a Meaning, Need and Factors
variety of investment products for the Affecting It- Economic
customers that create hype in the discussion.
individuals in their selection. https://www.economicsdiscussi
on.net/investment-
decisions/investment-decisions-
meaning-need-and-factors-
REFERENCES: affecting-it/21976
10) Customers perception-
1) Investments-Wikipedia
Clootrack
https://en.wikipedia.org/wiki/In
https://clootrack.com/knowledg
vestment
e_base/what-is-customer-
2) Banking in India – Wikipedia
perception/
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11) Determining the Factors
anking_in_India
Affecting Individual Investors’
3) A study on factors influencing
Behaviours
the investors decision in
banking sector in Pakistan

13
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