Exploring the impact of psychological and social factors on real estate investment behaviour an analysis using reasoned action approach

Abstract

Indian investors tend to connect the properties to their emotions and newline memories. This research aims to examine whether the Reasoned Action newline Approach conceptual model will aid in predicting the investment behavior of newline individual investors in the real estate sector. This theory conceptualize the newline individual behavior based on their intensity of intention which will be newline functioned by their attitude towards the certain behavior, subjective norms, newline perceived behavioral control with the support of salient beliefs. newline A scientific and Robust methodology was adopted to fulfill the newline objectives of this study with a thorough literature backing, descriptive newline research design, purposive sampling technique with the sample size of 500, newline and administering appropriate tools for hypothesis testing. newline There are not many studies in the Indian real estate sector. newline Similarly, very few studies are available about individual investors behavior newline in real estate as an investment avenue. Inspite of being a huge money newline churning sector there is no proper verified database. Hence collecting data newline directly from investors and measures their pulse of investment is worthwhile newline in present scenario. newline This study contributes a detailed analysis of the investor s newline impulsive beliefs, family backgrounds, financial capabilities, and social and newline psychological factors that lie behind investor investment decisions. Moreover, newline it gives a better understanding of why the investors made that investment newline decision irrationally and how the irrational factors triggered their investment newline intention newline