Investment Trends in Online Share Trading: A Study of Investor Behaviour and Digital Investment Services With Special Reference to Kotak Securities

Abstract

The rapid growth of digital financial services has significantly transformed the Indian securities market, making online share trading more accessible, convenient, and cost-effective for retail investors. This study examines the emerging investment trends in online share trading with special reference to Kotak Securities, focusing on investor behaviour, trading preferences, adoption of digital platforms, risk perception, investment objectives, and factors influencing online trading decisions. The study explores how technological advancements, mobile trading applications, real-time market information, lower transaction costs, financial awareness, and ease of access have influenced investors participation in equity markets. It also considers the changing preferences of investors toward short-term trading, long-term investment, systematic investment approaches, and diversified portfolios. The study aims to understand the relationship between demographic characteristics and online trading behaviour and identify the major factors affecting investor satisfaction and investment decisions. The findings are expected to provide useful insights for securities firms and financial service providers in improving digital trading platforms, investor education, risk-management mechanisms, and customer-oriented investment services. The study contributes to a better understanding of the evolving landscape of online share trading in India and the growing role of digital brokerage platforms such as Kotak Securities. Keywords Online Share Trading, Investment Trends, Investor Behaviour, Kotak Securities, Digital Investment, Equity Market, Retail Investors, Investment Decision, Risk Perception, Stock Market, Financial Technology, Digital Trading Platform