• Prathana Prasadh

In today’s modern world, there are several investment avenues which are available to individual investors to make their preferred type of investment. This study was undertaken to examine the impact of demographic factors affecting the investment decisions of investors with reference to Chennai City, Tamil Nadu, India. The main objective of this study is to analyze the impact of demographic factors such as age, gender, education, annual income, occupation etc on the investment decisions of investors. The research was a descriptive research with a sample size of 120 and the data was collected from the respondents with the help of a structured questionnaire. For the purpose of this research, convenience sampling was used. From this study, it is identified that there is an impact of demographic factors which affects the investors decisions. The major reason behind their purpose of investment was safety, children education/marriage, retirement benefit, liquidity and wealth maximization. And the most preferred investment avenues among individual investors are bank deposits, gold, mutual funds, post office savings, provident fund, insurance, real estate and government bonds. The tools used for the purpose of study are percentage analysis and one way ANOVA through which the behaviour of individual investors have been tested and analyzed.

Investment avenues, demographic factors, individual investors behavior.

"A Study on the impact of Demographic factors affecting investment decisions of investors with special reference to Chennai City, Tamil Nadu, India ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 1, page no.274-278, January-2021, Available :http://www.jetir.org/papers/JETIR2101239.pdf

"A Study on the impact of Demographic factors affecting investment decisions of investors with special reference to Chennai City, Tamil Nadu, India ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 1, page no. pp274-278, January-2021, Available at : http://www.jetir.org/papers/JETIR2101239.pdf