The Study on Impact of Non-Monetary Factors Influencing Stock Market With Reference to Chennai City
M. Senthil Mathi1, S. Ponmuthumari2

1Dr. M. Senthil Mathi, Assistant Professor, Department of Commerce, Dr. M.G.R Educational and Research Institute, Deemed to be University, Chennai (Tamil Nadu), India.
2Dr. S. Ponmuthumari, Assistant Professor, Department of Commerce, Dr. M.G.R Educational and Research Institute, Deemed to be University, Chennai (Tamil Nadu), India.
Manuscript received on 02 May 2019 | Revised Manuscript received on 14 May 2019 | Manuscript Published on 23 May 2019 | PP: 157-160 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F10250476S519/2019©BEIESP
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Abstract: The money earned is to be partly spent and rest of it should be invested to earn the future expenses. The rate of investment depends upon the infection level of the country. The higher the rate of infection, the individual need to invest more to improve the standard of living, the essential criteria is that an individual should sheet right investment avenue and it should be will diversified. The diversified investment should be combination of equity, gold, commodity market, and must of fixed deposit. The tag line of the investment market is higher the risk, higher the return, with the clause of long term investment will fetch higher revenue. This research paper studies about the factors influencing equity market, as the stock market is highly volatile in nature, as there many macro economic factors determining equity market like infection, gross domestic product, foreign direct investment and much more to lee considered for investment, and there are non-monetary factors influencing stock market namely psychological factors which is divided into multiple variables of which it is ascertained that over confidence of an individual will affect the decision making. The study also status that increase in unemployment rate in developed countries will affect our country in terms of investment avenue when it comes to sentiment marry investors which represent T value of 9.473 affects the investment decision.
Keywords: Diversification, Macro Economic Variables, Non-Monetary Factors.
Scope of the Article: Marketing and Social Sciences