Factors Influencing Investment Decisions of Individual Investors in Peshawar Industrial Zone

Abstract

The Objective of the study is to examine the relationship between social factors, accounting information, firm image, neutral information, advocates recommendations and personal financial needs, and individual investor investment decisions in Peshawar industrial region. The data for the current research study is collected from 150 individual investors in Peshawar industrial zone. The data is analyzed through regression and correlation techniques to investigate the relationship between independent and dependent variables. The results of the study indicate that accounting information and firm image have a significant positive relationship with investor investment decisions however social factors, neutral information, advocates recommendations, and personal financial needs have an insignificant negative relationship with investor investment decisions in Peshawar industrial region. The results have various insights for internal and external stakeholders of the business, firm, or industry.