A Behavioral Finance Analysis of Investment Choices in Varanasi: Faith and Finance

Published: 8 May 2024| Version 1 | DOI: 10.17632/bj9vj2n4kj.1
Kishan Vishwakarma Kishan Vishwakarma


This research delves into the intriguing interplay between faith and finance in the investment choices of individuals in Varanasi, India. Varanasi, a city deeply rooted in spirituality and religious beliefs, offers a unique setting to explore how faith influences financial decision-making. Using principles of behavioral finance, this study examines the cognitive biases and emotional factors that shape investment decisions in Varanasi. Through surveys, interviews, and analysis of investment patterns, this research seeks to shed light on the complex relationship between faith and finance in one of India's most culturally significant cities.