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MACHINE LEARNING MODELS FOR ANALYZING INVESTOR DECISION-MAKING IN EQUITY MARKETS: AN EMPIRICAL STUDY

AUTHORS:
Ambika.D
Kapirli Harshitha
K.V. Hema Siri Chandana
D. Sreekanth
A.G.Yogeeswar Sai
Mentor
Dr. Venkatesh.D
Affiliation
DOI: 10.55041/ijsmt.v2i4.249
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

The behavioral factors shaping equity investment decisions, focusing on trade dynamics, essential marketing, financial health, risk tolerance, psychological biases, and social media influence. This study examines how behavioral biases influence the investment decision-making. The investors decision is main influencing factor is economic environment of individuals. Stock markets are often seen as a reflection of the country’s economic health, where changes in macroeconomic conditions can lead to fluctuations in stock prices, investor sentiment, and market stability. The main purpose of this study is to determine the factors influencing investors decision-making and to analyze the impact of cognitive biases on trading behavior, volatility, market returns and portfolio selection. Stock market performance is essential for investors, policymakers, and economists alike, as it provides valuable insights into market behavior, investment strategies, and        economic forecasting. Recent advances in machine learning provide powerful tools to analyze such complexities by modeling high-dimensional and nonlinear relationships in financial data. This study empirically applies machine learning models to examine investor decision-making in equity markets, comparing their predictive performance and ability to identify key behavioral factors. The findings contribute to behavioral finance literature and offer practical insights for investors and market participants.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 04
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Apr 13 2026
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Ambika.D, , Harshitha, K., Chandana, K. H. S., Sreekanth, D. & Sai, A. (2026). Machine Learning Models for Analyzing Investor Decision-Making in Equity Markets: An Empirical Study. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.249

Ambika.D, , et al.. "Machine Learning Models for Analyzing Investor Decision-Making in Equity Markets: An Empirical Study." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.249.

Ambika.D, ,Kapirli Harshitha,K.V. Chandana,D. Sreekanth, and A.G.Yogeeswar Sai. "Machine Learning Models for Analyzing Investor Decision-Making in Equity Markets: An Empirical Study." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.249.

References
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2.Kabra, G., Mishra, P.K. and Dash M.K, “Factors Influencing Investment Decision of Generations in India: An Econometric Study”, Asian Journal of Management Research; 2020: 4 (2), 305-326.  https://www.researchgate.net/publication/258091119_Factors_Influencing_Investment_Decision_of_Generations_in_India_An_Econometric_Study

  1. Kandavel D, “Factors Influencing the Retail Investors to Prefer Investment in Mutual Funds in Pondicherry: An Empirical Study”, International Journal of Economics and Management Review;2018: 1(7), 27-42. https://ijemr.in/wpcontent/uploads/2018/01/FACTORS_INFLUENCING_THE_RETAIL_INVESTORS_TO_PREFER_INVESTMENT_IN_MUTUAL_FUNDS_IN_PUDUCHERRY_AN_EMPRICAL_STUDY.pdf


4.Kumar M, “A Study of Customers’ Preference towards Investment in Equity Shares and Mutual Funds”, International Journal of Education and Psychological Research; 2019: 2(2), 95-100. https://ijepr.org/paper.php?id=37

5.Maheshwari U S and Kumar A.M., “A Special Study on Coimbatore Based Salaried Investors’ Awareness, Attitude, Expectation and Satisfaction over their Investments” International Journal of Research in Business Management; 2018: 2(8),49-57. https://www.ijrbm.com/pdf/v2‑i8/9.pdf

6.Mane P, “A Study of Investors Perception towards Mutual Funds in the City of Aurangabad”, The SIJ Transactions on Industrial, Financial & Business Management (IFBM); 2016: 4(2),30-38. https://sijtransactions.com/IFBM/Full Text/2016/IFBM041602‑30.pdf

7.Mittal, Manish, and Vyas R.K., “Demographics and Investment Choice among Indian Investors”, ICFAI Journal of Behavioral Finance; 2017: 4 (2), 12-20. https://www.icfaiuniversity.in/Finance‑Journal/Behavioural‑Finance/Volume‑4‑Issue‑2.aspx

8.Narsis, Dr. I. (2022). Impact of Personal and Demographic Variables on Investor’s Perception Towards Investments. In International Journal of Management and Humanities (Vol. 9, Issue 4, pp. 10–14). Blue Eyes Intelligence Engineering and Sciences Engineering and Sciences Publication - BEIESP. https://doi.org/10.35940/ijmh.d1544.129422

9.Singh, G., & Raheja, S. (2019). A study on factors affecting academicians’ investment behavior. Pramana Research Journal (Vols. 6–6). https://www.pramanaresearch.org/VOL-9-ISSUE-6-2019/

10.Obamuyi T.M., “Factors Influencing Investment Decisions in Capital Market: A Study of Individual Investors in Nigeria”, Organizations and Markets In Emerging Economies; 2018: 4(7), 141-161. https://doaj.org/article/fa547321969346149abd8fcd4f4aa24b
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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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