Published Paper Details:

Individuals are making investment among alternatives based on their personal, family and social needs, The findings explicates that the rural investors are agreed with they are looking in to different options for their investment, they are depending on intermediaries for doing their investment, they are discussing with their friends and family before making investment, they are making investment on the basis of higher returns, they are investing in diverse avenues, they are investing based on low level of risk, they are highly accountable for their investment activities and they are investing to meet family and social needs. Significant difference is there amid investment behaviour of rural investors and their demographics. Investment behaviour of rural investors is significantly, positively and moderately related with their satisfaction. Therefore, rural investors should continuously watch performance of their investment and they must equally invest in all investment avenues with the objective of maximization of benefits.