Published Paper Details:

A retail investor is an individual who invests small amounts in the schemes that too unprofessionally in order to get a sustainable return by taking a moderate risk. Investment behavior is guided by diversified underlying factors some may be demographic, economic, psychological factors. In order to get the intended investments from the individuals, the products offered should imbibe all the factors guiding the behavior of the investor. Awareness and investment may not be perfectly positive in relation but yes awareness and investment are positively related, as an individual who is aware of some investment alternatives has more chances of investing in it to a person who is not. Capital formation is a key for the development of any economy and individual investors have huge potential to fund the different development activities, so they should be aware of what products are available in the market and what these products can offer. Directing investors behavior in the right direction by considering the various multidimensional factors guiding them can serve the purpose. In light of the above, this paper studies the awareness of investors about various investment alternatives and the factors affecting their investment behavior, for the purpose descriptive and exploratory research is done with the help of a structured questionnaire. The data is of primary nature and 140 samples have been taken for the study. The percentage analysis method was used to draw conclusion. The paper concludes that some demographic factors does affect awareness and investments of individuals, it also inferred that digital media is playing an important role in creating awareness.