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Factors Influencing Investment Decisions of Individual Investors Working in Hazara Division Industrial Zone

Behavioral finance examines psychological and sociological factors that affect decisions when individuals making investment decisions. Investors carry out investment analysis used to examine assets, trends in the market, and past market data. Investors' judgment is linked with decision choices. It is commonly used to analyze information and know-how about business, minimize risk, and their outcome. The current study objects to investigate the impact of different factors like accounting information, self/firm image, advocate recommendations, personal financial needs, and neutral Information on investment decisions. The population of the study consists of all levels of individual investors who have been investing and wanted to invest in selected industries of the Hazara Division. The study was conducted on the 300 investors out of 169 investors that constituted the sample size. The current research found that there is a positive and significant impact of these factors on investment decisions.