DOI: 10.36347/sjebm.2015.v02i03.010

Pages: 294-304

The main aim of the project is to study the awareness and preferences of investors for different investment options available to them and to analyze the factors influencing their perceptions and preferences. More specifically, an attempt has been made in this article to measure the level of awareness of investors about several pre-identified investment products; to rank the investment products in terms of awareness; to analyze the relation between awareness and socioeconomic factors relating to the investors; to study the preferences of investors for different investment products; and finally to identify the factors influencing investor awareness and preferences. The objectives for making investments are many and varied and differ from person to person. These may be either to get a safe, regular, uniform and continuous return in the future with moderate risk or to enjoy the benefits of capital appreciation with attached risk. An individual’s investment objectives also depend on various personal factors, such as his/her age, income level, sex, occupation, education, etc.