A Study on Changing Investment Patterns Among Salaried Individuals

This study examines the changing investment patterns among salaried individuals with a focus on their preferences, influencing factors, and satisfaction levels. Using primary data collected from 130 respondents through structured questionnaires, the study analyses investment behaviour across various financial instrument such as bank deposits, mutual funds, gold and real estate. The findings reveal a strong preference for traditional and low-risk investment avenues, with real estate emerging as the most preferred option. Factors such as minimal investment values and social influence significantly affect investment decisions. The study highlights the need for improved financial literacy and diversification strategies. Most of the investors, particularly rural investors, are founds to be unaware about investment avenues and rules and regulations. In spite of remarkable growth of our economy and increasing income levels of people, the pace of saving mobilization is lower in India. Rural saving is not mobilized and invested properly. Multiple choice questions have been chosen to collect the response from 130 customer. Convenience sampling method has used in the research work. Percentage analysis. Numerous new findings have been derived from this research has helped to provide valuable suggestion to improve the investment pattern of the investors the analysis further indicate that factor such as minimal investment value, social influence, and perceived risk play a crucial role in shaping investment decision. Additionally, the study finds that most respondents rely on family member or informal sources for financial guidance rather than professional advisor. Satisfaction level among investor are moderate, suggestion that while individual is relatively content with their investment there is still room for improvement kyain term of return and diversification