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The objective of this research is to ascertain the factors associated with financial indicators, independent sources of information, financial necessities, advocate recommendations, and personal reputation/firm reputation compliance that can influence the behavior of the Dhaka Stock Exchange (DSE) individual investors. The research was carried out by questionnaire method. The survey was conducted with 300 investors trading on DSE. The survey includes only gender as a demographic factor of the participants, 5 main variables, and 27 sub-factors related to them. The obtained data were analyzed with SPSS 26 program. In the research, descriptive analysis was used to achieve the research objective. The findings of the research present that financial indicators, independent sources of information, and personal reputation/firm reputation compliance have a significant impact while financial necessities have a moderate impact, and advocate recommendations have very little impact on DSE individual investors' behavior. The research provides guidance to individual investors, firms, policymakers, and investment advisors. [ABSTRACT FROM AUTHOR]