Abstract: the article is based on the application of the relatively popular among managers method of SWOT analysis a classification of vectors of intrapersonal interaction in making an investment decision was created. Taking into account the provisions of the Austrian school of economic theory and modern trends in the application of SWOT analysis in order to manage the efficiency in the segment of integrated structures and the companies-representatives of small, medium and large businesses, the applicability of this method in solving problems at different levels of organization of an economic agent, including at the level of the individual was demonstrated. Recognition of essential generic features of individuals making transactions in the stock market and performing various social and economic functions in the process of exchange trading is carried out. Using the modified SWOT analysis method, the place of technical, fundamental analysis and irrationality in the form of cognitive phenomena was studied in the framework of behavioral finance in the system of vectors of making an economically significant decision by an individual investor is shown. The created author’s classification when applied in conjunction with the previously proposed method of determining the internal efficiency of the transaction in the stock market has a significant impact on improving the efficiency of the individual investor in the process of exchange trading.
Keywords: individual investor, SWOT analysis, internal transaction efficiency, technical analysis, fundamental analysis, performance management, investment decisions, ruining patterns of investment behavior, irrationality, behavioral finance