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INTRODUCTION 1.1 RATIONALE OF THE STUDY Investment has been a crucial decision for individual investors since ancient times. The purchase of some asset from the surplus of income over expenditure to generate more money is an investment. In other words, investment can be defined as the commitment of funds to one or more assets that will be held over some future time period [95]. In Graham's words Investment is putting money into something upon thorough analysis, with the expectation of gain that has a high degree of security for the principal amount, as well as security of return, within an expected period of time [68]. Therefore, it entails arriving at numerous decisions such as investment amount, type of securities, and timing. All investment choices are made in accordance with personal investment needs and in consternation of an uncertain future. Further such decision-making has to be persistent and rational.

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