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Abstract
Efficient transformation of savings into investments by financial institutions leads to financial
development of an economy. Even though the capital market has seen gradual transformation
in 1990s still majority of investors gives least preference for equity investment due to its risk
factor. This Conceptual study identifies the major elements influencing investment choice of
different class of investors. Majority of respondents opt for insurance, bank deposits and post
deposits as their main investment vehicle because of its safety feature. Mutual fund
investment has gained popularity due to its increased profit maximisation with minimum risk
factor