ABSTRACT
Retail investors are turning out to be highly vigilant in financial matters. They are contributing a substantial amount of stakes along with emotions in the market. They are making it challenging for financial service providers to plan marketing stratagem after encountering quite a few financial crises. Certainly, financial service providers deal with the challenge of comprehending the investment behavior of their clients. In this context, apart from psychological biases and traditional decisive factors like returns, other marketing factors that play a vital role in a business’s success are its brand reputation and brand trust of customers, as a brand encompasses the consumer’s complete experience with both the product and the company, making it a powerful tool for gaining market leverage. Same marketing ideology about branding is applicable for studying brand reputation of companies in stock markets worldwide. Various behavioral biases affect an investor’s the decision, and at times investor ends up making the wrong decision. This study analyzed the branding factors which have an impact on the investment decisions of informed individual investors. The endeavor is to validate whether investors are aware of the effect of branding practices in the presence of behavioral biases in their choices. Data were collected from investors in the regions of Delhi, Mumbai, Chennai, and Kolkata. Analysis of this research work predicts that effect of branding on individual investors’ decision making process is credible and rational. It also predicts that behavioral biases play a significant role to a certain extent and when brand trust is created the investor is not affected by any kind of biases or momentum market volatility.
