TO STUDY THE INVESTOR’S PREFERENCES TOWARDS INVESTMENT IN NAVSARI CITY

The primary purpose of this study is to investigate how investment choice gets affected by the demographics and perceptions of the investor. Investor’s behaviour is influenced by many factors at the time of investment decision making. Demographic profile and perceptions play an important role to select a particular choice of investment. This paper helps to enhance the knowledge on different investment avenues like bank deposits, life insurance, Virtual Real Estate, mutual funds, equity, Private Equity Investments and many more which in turn will be highly useful to the financial advisors as it will help them advise their clients regarding these avenues with respect to their demographic profiles. However, the results of this research shows that the most investors have little knowledge on the high risky investment avenues for their investments. Chi-square has been conducted to test the hypotheses with the help of SPSS. Logistic regression results of this study proves that investors’ Age, Gender, Qualification and Occupation significantly influences the selection of investment avenues. Overall, it found still investors are not willing to take more risk and they invest more in save and less risky investment avenues.