The evaluation of the factors affecting the investment preferences of individual investors within behavioral finance: The case of Kastamonu

Since traditional finance assumes that individuals will always act rationally, it excuses the psychology and sociological realities of individuals. Financial models developed in these conditions were not sufficient to explain market anomalies, and in this case, it emerges as a response to the challenges faced by traditional examples in the approach to behavioral finance. Behavioral finance is defined as a field that has emerged in recent years, examining the effects of individual investor decisions and situations where the mind is limited on financial situations. In this research, the factors affecting the investment preferences of individual investors living in Kastamonu province were wanted to be evaluated within the scope of behavioral finance. For this research, a questionnaire was prepared for 350 individual investors living in Kastamonu province. The survey data obtained by simple random sampling method were analyzed with the SPSS program. Descriptive statistical results were obtained in all survey questions and frequency, normality, reliability, krus Wallis and Mann Whitney tests were applied to analyze the hypotheses between demographic characteristics, behavioral psychological tendencies, personal, financial and environmental factors. As a result of the research, when the findings obtained are examined, it is seen that there are significant differences in the self-deception tendencies of individual investors in income status, financial factors and environmental factors, while demographic characteristics, gender, marital status, age, occupational status, educational status and cognitive tendencies and emotional tendencies from self-deception tendencies. no significant difference was found between them.