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Abstract

Investment decision is a highly difficult action for individual investors particularly in the dynamic atmosphere with an array of investment choices available. Investment decisions are not simply made because they are depending on financial resources of investors and complicated investment models. Personal financial needs, accounting information, reputation of company and advice are factors affecting investment decision of individual investors in stock market. Significant difference is witnessing between profile of profile of investors and factors affecting their investment decision in stock market. Personal financial needs, accounting information, advice and reputation of company have positive and significant effect on investment behaviour of investors in stock market. Therefore, investors should make investment decisions based on their personal needs, meeting emergencies and uncertainties and diversification. Investors must be informed timely and adequately by policy makers, government, stock market and companies.

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