Transformingsegment description into product strategy in financial sector for sustainability-investment behaviour of equity investors

Equity Investment is the primary mode of conversion of savings into capital formation. The household savings in India is 30% one of the highest in the World. When it comes to equity investment the scenario is different and only 18 million out of the total population invest in equity investment. Empirical evidences highlight that there are many factors which influence the interest in equity investment viz., demographic, psychological, economical, sociological etc., An understanding about the investment behavior of equity investors would help in segmenting the investors and also to pattern the investment interest which would help the investment advisors and wealth managers in designing customize products catering the needs of different segments of the society. In order to aid better capital formation Mutual Fund Products are focused to various segments and the mutual fund firms have focused on segment customization to sustain competition in the finance industry. Yet every research on this domain provide new insights and in this respect the influence of demographic factors on investment in different asset class using chi square analysis among individual equity investors is analyzed. It is found that gender, age, education and occupation has significant influence on investment in different asset class.