Published Paper Details:

The purpose of this study is to determine and examine the main determinants that impact Surat city investors' choice of broking company for stock market investments. In order to customize their services and tactics to draw in and keep investors, broking firms must have a thorough understanding of these characteristics. The study will look at several topics, including as trading platforms, brokerage fees, research and advisory services, customer service, the firm's reputation and dependability, the range of investment products it offers, technical developments, and regulatory compliance. 100 respondents made up the study's sample size, and the results were obtained using a descriptive research approach. This study will offer important insights into the decision-making processes of Surat investors regarding the selection of broking businesses by investigating their preferences and attitudes. Broking firms in the area will be able to better understand investor needs and improve their competitive posture in the market thanks to the findings. In the end, this research advances our knowledge of investor behavior in relation to stock market involvement in a particular region.