Asia Pacific Journal of Research ISSN (Print): 2320-5504 ISSN (Online): 2347-4793 www.apjor.com Vol: I. Issue CXIV, December 2020 16 BEHAVIOURAL FINANCE HEURISTIC DRIVEN FACTORS IMPACT ON INDIAN STOCK MARKET INVESTORS INVESTMENT DECISIONS: A REVIEW D.Rajesh Babu 1 ABSTRACT The purpose of the study is to know the impact of heuristic driven factors on the individual investors' investment decision towards the Indian stock market. The study is based on qualitative parameters. Heuristic driven factors are Representativeness, Herd Behaviour, Overconfidence, Anchoring, and Availability heuristics. The methodology was applied as secondary data collected from various journals related to heuristic factors. The article progressed in two ways by adding a review of literature related to heuristic factors and further heuristic factors explained individually with theoretical support and evidence. Heuristic behavioural factors often influence investors' investment decision-making directly and indirectly in the capital market because heuristic behavioural factors are not rational investment decisions. Keywords: Capital market investment decision, Indian stock market, heuristic behavioural factors, Representativeness, Herd Behaviour, Overconfidence, Anchoring, Availability heuristics, heuristic investment factors. Introduction: A part of finance is behavioural finance. It discusses and describes the variables of human psychology and their impact on financial market investment decision-making. It also uses special expertise in psychology, sociology, and economics to clarify uncommon investor practices that conventional finance does not completely comprehend. Behavioural finance assesses people in the real world since individual investors are normal individuals who are motivated by psychological and emotional factors. It can be denied that investors rationally make decisions but also depend on psychological factors (emotions and cognition). Behavioural finance is a finance segment that studies how the behaviour of financial market participants is affected by psychological influences and the effect on decisions taken during the purchasing or sale of the market, thereby influencing prices. Two psychologists, Kahneman and Tversky (1974), contributed to the theoretical and experimental works in psychology literature, served as a basis and gave rise to a modern theory of behavioural finance, which studies how people behave in a financial environment. Availability is the main psychological principle we deal with (Tversky and Kahneman, 1973, 1974)), one of the heuristics that influence the decision-making process. The availability heuristic asserts that by the ease with which similar instances or connections could be brought to their minds, individuals estimate frequencies or probabilities and therefore overweight current information, as opposed to processing all relevant information. The objective of the Study:  To know the impact of heuristic driven factors on Indian stock market investment decisions of individual investors. Need for the study: Heuristic behavioural factors are essential to understand the capital market investment decisions of individual investors and key conceptual understanding is necessary to minimize risk and maximize returns in the capital market. Indian stock market scenarios are crucial to understand conceptual and theoretical understanding on heuristic driven factors for making investment decisions. Methodology: Heuristic driven factors are Representativeness, Herd Behaviour, Overconfidence, Anchoring, Availability heuristics, and secondary data collected from various journals. Heuristic factors are considered with group items representativeness, Herd behaviour, Overconfidence, Anchoring, and Availability heuristics. Limitations of the study:  The study is limited to the Heuristic factors of Indian stock market individual investors' investment decisions.  The study is restricted to theoretical support and evidences on the basis of qualitative study. 1 Research Scholar, Department of Business Management, Yogi Vemana University, Kadapa – 516005, AP