Depl of Business Management, M. J. College of Commerce, Bhavnagar University, Bhavnagar, Gujarat.
Financial sen/ices help customer to enhance his capacity to pay and thereby help marketer in converting dormant potential demand into effective demand. In contemporary it has flourished to that extent that one cannot imagine the development of any economy without the growth of financial sen/ices. The present study is an attempt to examine the different criterion for selection and preferences for consumer buying of financial services. It is based on primary data collected from the correct 108 household respondent (out 150 distributed and 130 were received) of Bhavnagar district by a close ended questionnaire on 5 points likert's scale. It reveals that Majority of the investors have given highest important to the security criterion while they invest in the instalments of financial services. A Profitability criterion of investment as compared to security criterion is given relatively less important as compare to security criterion. But in public limited company and in private company respondents given more important, it means that a profitability criterion is the most important for these securities.
