Exploring Investor Behavior and Decision Making in Alternative Investments

Abstract : This paper presents a research study focusing on investor behaviour patterns and decision-making processes when selecting investment products and exploring alternative options, P2P lending and gold saving. The study also explores the potential attractiveness of banking as an investment option if banks can offer alternative products that are currently not available within the banking sector through collaborative banking with FinTech companies. By understanding investors’ perspectives and addressing their pain points, companies can propose solutions and develop effective marketing approaches that cater to their needs. The research methodology employed a qualitative approach, involving in-depth interviews with ten respondents selected through purposive sampling. Data analysis was conducted using NVivo software. In conclusion, alternative investment products generate enthusiasm among investors as they offer convenience in managing their portfolios in one banking platform. Banking is perceived as the safest place to put the money compared to other investment platform. However, for banks to successfully cater to customer needs, it is crucial for banks to provide a user-friendly interface, performance review that allows for daily monitoring of investments, clear product info and tutorials, as well as protection for high-risk products like P2P lending