BB K Five-way Model and Investment Behavior of Individual Investors: Evidence from India

The purpose of this study is to understand the relationship between model developed by Thomas Bailard, David Biehl and Ronald Kaiser (BB K) five-way model and investment choices of individual investors. Findings of the study show that all five dimensions of the BB K model are significantly related to preferences of investments made by various investors. Investment choices as per the BB K five ways model is derived using Delphi technique. All the five BB K personalities namely Adventurer, Celebrity, Individualist, Guardian and straight Arrow has shown their respective behavior as per BB K model in investment decisions