A STUDY ON BEHAVIORAL CHALLENGES IN PRICING THEORY APPLICATIONS AT MOTILAL OSWAL FINANCIAL SERVICES

This Research aims to investigate the behavioral limitations affecting Motilal Oswal Financial Services' implementation of pricing theory. Conventional pricing theories are based on two fundamental principles: market efficiency and the rationality of human decision-making. However, analysts' and investors' heuristics, emotional reactions, cognitive biases, and risk perceptions may influence individuals' real investing decisions. Evaluating price, accurately determining value, and an organization's adaptability to market fluctuations are examined via the perspectives of overconfidence, anchoring, herd behavior, and loss aversion. The research employs both primary and secondary data to identify gaps between theoretical pricing models and actual behaviors. The principal objectives of Motilal Oswal include enhanced financial advisory services, reduced bias-induced errors, and optimized pricing decisions.