Evaluating Retail Investor Preferences: A Review of Traditional and New Age Investment Options

This study aims to understand an individual's purchasing behavior for various investment opportunities. Investing is essential to achieving your goals. It is your best bet for a better future. the connection between a particular investor's actions and behavioral bias in the context of making investing decisions. The study's goal is to investigate how behavioral biases affect investing decisions. Investment activity is dangerous since it is predicated on future unpredictability. The growing number of retail investors in the Indian financial markets necessitates a thorough investigation into their purchasing patterns and conduct. The goal of the present research is to determine how an individual investor's demographics affect their financial habits, risk tolerance, and choice of mutual funds. The impact of demographic factors on the selection of risky versus non-risky and all possible investments together are investigated in this study.  Based on statistical testing, it has been determined that age and income are two demographic variables that affect people's choice of investments. Tests performed on the gathered data revealed that respondents' income levels had an impact on their decision to make riskier investment decisions. Additional research along these lines is crucial in many ways. Given the significance of the retail investor in a growing nation such as India, the results of this study will contribute to our understanding of the retail investor. In the near future, financial experts will be able to create more specialized financial solutions with a deeper comprehension of end-user behavior.