Journal of Small Business and Entrepreneurship Development

Indian Women Investors:Emotional Decision Makers?
Dev Prasad, M. R. Shollapur, Shridevi V. Patted

Abstract
Increasing levels of education and job opportunities have allowed the Indian woman to move away from their traditional role of ‘homemaker’ to ‘joint breadwinner.’ At the same time, the opening up of financial markets on a global basis, especially through liberalization in many previously closed markets, has created numerous opportunities for investing money in stock markets within and outside India. Consequently, some Indian women have entered into the ‘investing arena.’ This study expects to contribute to the literature by focusing on the investment behavior of Indian women investors in what is predominantly still a male dominated market. Traditionally women have been thought to be highly emotional and to have let their hearts rule their heads. Accordingly, this study examines whether the human emotions of greed, fear, love, and disbelief influence the decision making process of women investors considering investment opportunities in the Indian stock market.

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