Abstract:
A person's attitude is a reflection of their feelings and beliefs about something. It can range from
positive to negative and can be seen in their behavior and body language. Attitude is also a way of
interpreting and reacting to circumstances, and it shapes how an individual responds to different
situations. The goal of this study is to explore the attitude of college students towards stock market
investment in Rajkot, Gujarat (India). Therefore, this research was conducted on students who have
invested in the stock market. Data were collected from a sample of 169 respondents by structured
questionnaire and for analysis Researcher has used Chi-square and test, Mann-Whitney U test and
Kruskal-Wallis H test for testing the hypothesis.The statistical results indicate no significant
difference between gender and investors' attitude towards the stock market. However, there were
differences based on educational background.
Keywords: Stock Market, Behavioural Finance, Attitude,Risk, College Students, Investment.
