THE IMPACT OF ADVOCATE RECOMMENDATIONS AND FIRM IMAGE ON INVESTMENT DECISION IN NEPALESE STOCK MARKET

Manandhar, R.B.

Department of Marketing, Faculty of Management, Tribhuvan University, Kathmandu, Nepal

raju.manandhar@pyc.tu.edu.np

ABSTRACT

Investors may select the best investing decision more easily when all the factors that contribute to it are clearly understood. The process, which differs from person to person, is influenced by a variety of factors. While some people rely exclusively on intuition when making decisions, others use a number of factors to guide them toward the ideal choice. A multitude of factors, including market characteristics and individual risk profiles, are assumed to influence investment decisions. Investors are continuously looking for strategies to increase their earnings. The study’s major goal was to look into the relationship between advocate recommendations and a firms’ image and how they affect investment decisions in the Nepalese stock market. The current study uses a descriptive and analytical research design. The primary data is the most important source of information for analyzing and determining the study’s outcome. An online Google form was used to collect required data utilizing a survey and structured questionnaire as research approach and instrument with a five-point Likert scale. The population of the study was Nepalese stock market investors. Researcher has selected 300 respondents using a judgmental sampling technique and provided a Google form. Out of them 86 people completed the survey and emailed it in. Eighty of them were correct. Mean, standard deviation, variance, independent sample t-test, and correlation were utilized in Excel and SPSS to analyze and interpret the collected data. According to the findings, advocate recommendations and firm image have a beneficial impact on investment decisions. Furthermore, there was no difference in advocate recommendations, firm image, and investment decisions across male and female in the Nepalese stock market.

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