摘要：The primary purpose of this study is to investigate how investment choice gets affected by the demographics and perceptions of the investor. Investor’s behavior 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 policies, mutual funds and equity 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. The study also highlights the evidences that the investment choice depends on and is affected by the demographic variables and perceptions. However, the results of this research shows that the most investors have little knowledge on the investment avenues for their investments. Mann Whiteny ‘U’ test, Kruskal- Wallis has been conducted to test the hypotheses with the help of SPSS. Logistic regression results of this study proves that investors’ age, gender, education and occupation significantly influences the selection of investment avenues. Wealth Management professionals emphasizes that customer behavior and psychology play a vital role in successfully building and sustaining a wealth management relationship. Behavioral finance is new emerging science which focuses on understanding the psychology effects on investment decision.
