A Study on Factors Influencing the Perception and Preference of Investor’s Behaviour towards Stock Broking Services

Abstract

Investor behavior towards stockbroking services is shaped by a combination of perception and preference, influenced by various factors. Investors often form perceptions of stockbrokers based on their reputation, reliability, and the quality of services offered. These perceptions, in turn, impact their preferences when choosing a stockbroking service provider. Perception plays a significant role in investor decision-making. Investors tend to favor stockbrokers with a strong track record of providing accurate market information, timely execution of trades, and transparent fee structures. Positive word-of-mouth recommendations from other investors also contribute to a favorable perception of a stockbroker. Preference is closely tied to investors' individual goals and risk tolerance. Some investors prefer full-service brokerage firms that offer personalized advice, research reports, and a range of financial products and services. These investors value the expertise and guidance provided by their brokers. On the other hand, cost-conscious investors may prefer discount brokerage platforms that offer lower commission fees and more control over their trades. Technological advancements have had a profound impact on investor preferences. Many investors today favor online and mobile trading platforms that provide easy access to real-time market data, research tools, and the ability to execute trades from anywhere. These platforms have become increasingly popular, especially among younger, tech-savvy investors. Regulatory compliance and security are also critical factors influencing investor behavior. Investors prefer stockbroking services that adhere to stringent regulatory standards and prioritize the security of their investments and personal information. In summary, investors' perceptions and preferences regarding stockbroking services are shaped by factors such as reputation, reliability, cost, technological offerings, and regulatory compliance. As the investment landscape continues to evolve, stockbrokers must adapt to meet the changing expectations and preferences of investors to remain competitive in the market.