A Study On Factors Influencing The Buying Behaviour Of Online Share Traders In Coimbatore

Abstract

Digitalization has revolutionized the marketplaces, businesses, processes and products to the great extent. This study investigates the factors influencing the buying behavior of online share traders in Coimbatore, focusing on demographic factors such as age, education, marital status, and income, as well as market knowledge and techno-savvy skills. The aim is to analyze how these factors affect online trading decisions, risk appetite, and returns on investment. Using a descriptive research design, the study adopts a quantitative approach, surveying 185 online share traders through structured questionnaires. The data were analyzed using correlation, regression, and ANOVA techniques. Results indicate a significant relationship between demographic variables and trading behavior, with market knowledge and techno-savvy skills having a positive influence on risk appetite and returns on investment. The correlation matrix demonstrates a strong association between demographic factors and trading outcomes. Findings reveal that younger, tech-savvy individuals with moderate market knowledge and risk appetite dominate online trading in Coimbatore. The study concludes that understanding these demographic and psychographic factors can enhance the trading performance of online investors, suggesting that tailored educational programs on market dynamics and technology could further boost investor success.