Impact of Locus of Control on Investment Behaviour: A Segmentation Approach

Abstract

Investment plays a vital role in a developing country such as India, as it provides the necessary funds for undertaking productive activities to be circulated in the economy. Savings are our country's largest source of investment. Investments are subject to the individual’s attitudes, beliefs and perceptions. As a result, the attitudes and expectations of investors have a major impact on their investment behaviour. Locus of Control is one of the most important factors that affect individual’s decision-making behaviour. Locus of Control is people's assumptions about what causes their lives to have good and bad outcomes (Rotter, 1966). It is said that there is internal and external LOC. Individuals with internal LOC assume they control their own destiny, whereas individuals with external LOC relate their experiences to destiny, luck or chance. Consequently, LOC has a great influence on an individual's investment decision-making behaviour. As a result, this study attempts to assess the LOC of an individual investors, segment them based on their level of internal and external LOC, and also to understand the impact of locus of control on the savings and investment behaviour of individual investors. The study revealed that most of the investors in Kerala were moderates and the locus of control of an individual investor affected their savings and investment behaviour