Influence of Firm Image on Retail Investors Decision Making in Indian Stock Market

Author(s)	Dr. Bharti, Sweta Rohilla
Country	India
Abstract	The stock market of India is rapidly expanding stock market in the world. Stock market is key index of the country’s economic growth and development. In stock market firm image is an important factor which helps the retail investors’ decisions making in stock market. This study investigates the influence of firm image on retail investor decision making. Convenient and snow ball sampling techniques ware used. The current study collect the data through structured questionnaire from 927 retail investors and data analysed through correlation and regression method in SPSS. The result of study shows that firm image significantly influence the retail investor decision making in stock market. The study also indicates that there were positive relationship between firm image and investment decision making. The current study has implication for practitioner’ who are active in stock markets. The present study will be helpful for financial advisors, investors and policy makers.
Keywords	Retail investors, Investment decision, Firm Image, Stock market, Decision Making
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-10
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.84699

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