Factors of financial behavior determining investment decisions of retail credit institution clients

This article examines key factors of financial behavior that significantly influence investment decisions by retail clients of credit institutions (banks). The study analyzes the behavioral characteristics of investors, including their level of financial literacy, financial behavior, risk appetite, investment goals, and planning horizon, which influence the selection of investment instruments. By applying various methods, key behavioral factors determining preferences for various investment products were identified. Using the investment potential index, the willingness and ability of retail bank clients to engage in investment activities was assessed. Client groups with different behavioral characteristics, which influence their propensity to invest to varying degrees, were identified. The obtained results allow credit institutions to optimize the development and promotion of investment products tailored to the needs and financial characteristics of various retail investor segments.