Pages: 23-37

Abstract

This study is meant to explore the behavior of the retail investors from the states of Kelantan, Terengganu, Penang and Kuala Lumpur on the choice of the unit trust funds where the underpinning theory is Prospect Theory. The selection of the respondent, who is a unit trust fund investor, is through purposive sampling. A total of 600 adapted questionnaires were distributed to those states for data collection purposes and was analysed using SPSS software to provide results for research objectives. The findings demonstrated that Prospect Theory could explain the behavior of the investors. The used of Prospect Theory as the leading theory to explain the behavior was the significance of this paper. The originality of this paper is by focusing on the behavior of the investors and applying Prospect Theory.  Future research will need to focus on more respondents from other states and other fields of investment.