This research aims to investigate behavioral factors influencing the decisions of individual investors at theSecurities Companies in Ho Chi Minh City, Vietnam. Data for this research was collated from 188 responsesfrom individual investors, accounting for the response rate of 63%. There are five behavioral factors ofindividual investors at the Ho Chi Minh Stock Exchange: Herding, Market, Prospect, Overconfidence-gamble’sfallacy, and Anchoring-ability bias. Securities Companies may also use the findings of this research for betterunderstanding on investors’ decision to give better recommendations to them. Stock prices then reflect their truevalue and Ho Chi Minh stock market becomes the yardstick of the economy’s wealth and helps enterprises toraise capital for business activities.
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