Any investors try to earn a minimum rate return. He always sacrificing his/her presents consumption, and making investment. A large number of investment options are available to investors like shares, debentures, bonds, mutual funds and derivatives. The attitude of each investor seems to be unique; their preference over a particular investment avenue is based on the factors like risk tolerance, expected returns, liquidity, safety etc… This study aims to measure the investors ’preference and attitude towards different Investment avenues in Indian stock market with reference to LSGD employees in Calicut. The main objectives of the study are to analyze the investment pattern and preference of investment mode among the stock market investors and to identify the factor that influences the investors towards investment in the stock market. The study concluded that the investor's nature of investment differs from individual to individual and is unique to each one because it depends on various parameters like future financial goals, the present & the future income model, capacity to bear the risk, the present requirements and lot more.
Investor, investment avenues
