WHERE YOUR MONEY IS GOING? MENTAL ACCOUNTING AN EMPIRICAL APPROACH

Where your money is going? Mental Accounting an Empirical Approach is the research conducted to evaluate mental accounts of investor. The research objective for the study was to ascertain the major infungible mental accounts and possible explanations and recommendations with the help of utility theory. The experiment is framed asking questions spending behaviour of various incomes. The result of this experiment is presented in the results section as follows finding of these two different sources of income is not the same, people used to consume different incomes in different ways the income got unexpectedly the spending is also an expected where is the planned earning spent in well plan activities That means people have different mental accounts for different incomes and these accounts are infungible whereas utility of unit amount remains the same irrespective of income