1.

1 INTRODUCTION;
India is a developing country. Now days many people are interested to invest in nancial
markets especially on Equities to get high returns, and to save tax in honest way equities
are playing a major role in contribution of capital to the business from the beginning. since
the introduction of shares concept. large ‚numbers of investors are showing an industry
plagued with skepticism and a stock market increasingly dif cult to predict and contend
with ,if one looks hard enough there may still be a genuine aid for the Day Trader and
Short Term Investor.
The price of a security represents a consensus. It is the price at
which one person agrees to buy and another agrees to sell. The price at which an investor
is willing to buy or sell depends primarily on his expectations. If he expects the security
price to rise, he will buy it; if the investor expects the price to fall, he will sell it. These
simple statements are the cause of a major challenge in forecasting security prices,
because they refer to human expectations. As we all know rst hand, humans expectations
are neither easily quanti able nor predictable.
If prices are based on investor expectations, then knowing what a security should sell
for(ie., fundamental analysis) becomes less important than knowing what other investors
expect to sell for. That's not to say that knowing what a security should sell for isn't
important It is. But there is usually a fairly strong consensus of a
stock's future earnings that the average investor cannot disprove Fundamental analysis
and technical analysis can co-exist in peace and complement each other. Since all the
investors in the stock market want to make the maximum pro ts possible, they just can not
afford fundamental or technical analysis 1.2 CONSUMER PREFERENCE;
Consumer preference is de ned as the subjective tastes of individual consumers,
measured by their satisfaction with those items after they've purchased them. This
satisfaction is often referred to as utility. Consumer value can be determined by how
consumer utility compares between different items.
Consumer preferences can be measured by their satisfaction with a speci c item,
compared to the opportunity cost of that item since whenever you buy one item, you forfeit
the opportunity to buy a competing item.
The preferences of individual consumers are not contained within the eld of economics.
These preferences are dictated by personal taste, culture, education and many other
factors such as social pressure from friends and neighbors. For example, someone who
prefers to own a speci c brand of a smartphone because her friends all have the same
brand.
People often prefer some aspects of a product, but not others. When comparing sofas, the
color, fabric and size of the sofas can each have an impact on consumer preference, as
well as the number of extra cushions they have. Not all of these aspects carry the same
weight. When comparing two restaurants, for example, you may prefer the food and the
ambiance of one over the other, but having a rude waiter at one restaurant may cause you
to prefer the other restaurant overall.
While consumer preference is an indicator of consumer demand, it's important to note that
consumer choices are not always determined by preference alone.
Choices are often limited by a consumer's income or budget, compared to the cost of the
item, which is why so few people drive luxury cars or y rst-class.
1.3 FACTORS INFLUENCING THE CONSUMER PREFERENCE;
Advertising
Advertising plays an important role in consumer preference, especially for non-durable
goods such as food or magazines. Advertising informs consumers of available goods and
services and also shapes their impressions of these products.
Advertising can also create demand; for example, a consumer may not have wanted a
new cell phone until he saw ashy new phones on TV.
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 Social Institutions
Social institutions, including parents, friends, schools, religion and television shows also
in uence consumers' preferences. For example, kids might want to have the same toys
their schoolmates have, while young adults may purchase the same products their parents
used to buyCost
Consumers usually choose to purchase more of a good if the price falls. For example, a
sale or reduced prices may increase consumption of a good. On the other hand, an
increase in price may cause reduced consumption, especially if the good has available
substitutes.
Consumer Income
Consumers often desire more expensive goods and services when their income increases.
If they suffer a decrease in income, they are more likely to choose less expensive goods
and services. For example, a business selling luxury goods, such as jewelry, will probably
be more successful in a high-income area than a low-income area.
Available Substitutes
If a product has several substitutes -- alternative products that consumers may choose
instead a particular brand of product - - consumers will be more sensitive to changes in
price. However, if consumers do not perceive similar products to be effective substitutes -
for example, consumers who do not think Coke and Pepsi are equally delicious - they will
be less likely to switch to a substitute based on price. This concept is called the price
elasticity of demand.
1.4 NEED AND IMPORTANCE;
To start any business capital plays major role. Capital can be acquired in two ways by
issuing shares or by taking debt from nancial institutions or borrowing money from
nancial institutions. The owners of the company have to pay regular Interest and principal
amount at the end.
Stock is
ownership in a company, with each share of stock representing a tiny piece of ownership.
The more shares you own, the more of the company you own. The more shares you own,
the more dividends you earn when the company makes a pro t. In the nancial world,
ownership is called "Equity".
Advantages of selling stock;
A company can raise more capital then it could borrow
A company does not have to make periodic interest payments to creditors
A company does not have to make principal paymentsThe role of equity analysis is to
provide information to the market and ef cient market relise on information; a lack of
information creates inef ciencies that results in stocks being misrepresented. This is
valuable because it lls information gaps so that each individual investors does not need to
analyze every stock there by making the market more ef cient
1.5 REVIEW OF LITERATURE;
Investment;
The money you earn is partly spent and the rest saved for meeting future
expenses .Instead of keeping the savings idle you may like to use savings in order to get
return on it in the future which helps to your unplanned expenses.
Need of Investments:
We need to invest to generate a speci ed sum of money for a speci c goal in life and its
make a provision for an uncertain future. One of the important reasons why we need to
invest wisely is to meet the cost of In ation. In ation is the rate by which the cost of living
increases .The cost of living is simply what it costs to buy the goods and services you
need to live. In ation cause money to lose value because it will not buy the same amount
of a good or a service in the future as it does now or did in the past
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1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues3. K.
Malar Mathi et al. (2012) the objective ofthis study is to understand individual
investorbehavior. Data collected from review the literature, research papers have been
collected from
various referred journals related to individual investors behavior. They development of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
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behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors'
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence behavior
and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
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2. Geetha and Ramesh (2012) have found in their study, A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education.
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues3. K.
Malar Mathi et al. (2012) the objective of this study is to understand individual behavior.
Data collected from review the literature, research papers have been collected from
various referred journals related to individual investors' behavior. They development of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education.
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
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1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence ichavior
and the impact of these factors on risk tolerance and mindset of men and while taking
investment decisions and is age can be a reason. For analysis, they used hedging and
regression analysis. They concluded that now investors are more matured and adequate
knowledge but still an individual investor prefers to invest according to their risk tolerance
capacity.
Demographic
2. Geetha and Ramesh (2012) have found in their study, "A Study on Relevance of Factors
in Investment Decisions' that demographic factors such as gender, age, sex, education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors'
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions that demographic factors such as gender, age, sex.
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues3. K.
Malar Mathi et al. (2012) the objective of this study is to understand individual investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors behavior. They
development of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
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4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
Gaurav Kabra et al. (2010) in this study they want to know the factors in uence investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they ca
Gaurav Kabra et al. (2010) in this study they want to know the factors in uence investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used and
regression analysis. They concluded that now investors are more matured and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education,
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occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they ca
. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment behavior and the impact of these factors on risk tolerance and mindset of men
and women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
various referred journals related to individual investors' behavior. They
development of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they ca
Gaurav Kabra et al. (2010) in this study they want to know the factors in uence investment
behavior and the impact of these factors on risk tolerance and mindset of men and
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women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the obiective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors'
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they ca
• Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment behavior and the impact of these factors on risk tolerance and mindset of men
and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and adequate knowledge but still an individual investor prefers to invest according to their
risk tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
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economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they ca
. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment behavior and the impact of these factors on risk tolerance and mindset of men
and women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education.
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
reason behind for low investment. Shiting to urban for jobs.
re jothilingam et al. (2013) carried out examination available literature on the investors
awards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should cnthusiastic to make an investment in avenues oiner than
poi, hike mutual funds, shares, and securities, currency. Conclude that investors
preferredan Bovestin mass risky investment avenues like gold, mutual funds, and bank
deposits. Investor avoids risk
as much as they ca
investment
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence behavior
and the impact of these factors on risk tolerance and mindset of men and While taking
investment decisions and is age can be a reason. For analysis, they used hedging and
regression analysis. They concluded that now investors are more matured and adequate
knowledge but still an individual investor prefers to invest according to their risk tolerance
capacity
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
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while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
hehavior and the impact of these factors on risk tolerance and mindset of men and while
taking investment decisions and is age can be a reason. For analysis, they used hedging
and regression analysis. They concluded that now investors are more used hedging
hadequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity
Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and while
taking investment decisions and is age can be a reason. For analysis, they used hedging
and regression analysis. They concluded that now investors are more matured and
have
adequate knowledge but still an individual investor prefers to invest according to their
risk tolerance capacity
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and
have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and women
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while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their risk
tolerance capacity
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and adequate knowledge but still an individual investor prefers to invest according to their
tolerance capacity.
2. Geetha and Ramesh (2012) have found in their study, A Study on Relevance of
Demographic
castors in Investment Decisions' that demographic factors such as gender, age, sex.
acupation, income, savings and family size in uence the period of investment,
frequencv.of ovestment, reach of information of source and analytical abilities. The atmors
treatency at tomographic factors have a signi cant in uence over some livestment
deesthat
It also
iscloses a general view of investor perception over various investment avenues.
5. k. Malar Mathi et al. (2012) the objective of this study is to understand individual
inchavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors behavior. They
development of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
1 Jothilingam et al. (2013) carried out examination available literature on the investors'
attitude
wards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they can
1. Gaurav Kabra et al. (2010) in this study they want to know the factors in uence
investment
behavior and the impact of these factors on risk tolerance and mindset of men and
women
while taking investment decisions and is age can be a reason. For analysis, they used
hedging and regression analysis. They concluded that now investors are more matured
and have
adequate knowledge but still an individual investor prefers to invest according to their
risk tolerance capacitv.
2. Geetha and Ramesh (2012) have found in their study, 'A Study on Relevance of
Demographic
Factors in Investment Decisions' that demographic factors such as gender, age, sex,
education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
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discloses a general view of investor perception over various investment avenues.
3. K. Malar Mathi et al. (2012) the obiective ofthis study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from Various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that
woman investors to and scourtis, unreaks an investment in avenues other /han gold. ike
wothal Rinds, shares avenues les our ency. Conclude that investors petter dear old like
as much as they can
notity investment avenues like gold, mutual funds, and bank deposis. lavestor dives in. as
caurav Kabra et al. (2010) in this study they want to know the fActorsin uence ibehavior
and the impact ofthese factors on risk tolerance and mindset of men and wol aking
investment decisions and is age can be a reason. For analysis, they used hedging and
regression analysis. They concluded that now investors are more matredging harquate
knowledge but still an individual investor prefers to invest according to their
risk tolerance capacity.
Demographic
2. Geeth and Ramesh (2012) have found in their study, A Study on Relevance of Factors
in Investment Decisions that demographic factors such as gender, age, sex, education,
occupation, income, savings and family size in uence the period of investment, frequency
of investment, reach of information of source and analytical abilities. The authors revealed
that demographic factors have a signi cant in uence over some investment decisions.
It also
discloses a general view of investor perception over various investment avenues
3. K. Malar Mathi et al. (2012) the objective of this study is to understand individual
investor
behavior. Data collected from review the literature, research papers have been collected
from various referred journals related to individual investors' behavior. They development
of
economy depend on the growth of rural market in the country. Lack of nance in rural is
the reason behind for low investment. Shifting to urban for jobs.
4. Jothilingam et al. (2013) carried out examination available literature on the investors
attitude
towards investment avenues. This based on primary data and secondary data. It proposed
that woman investors should enthusiastic to make an investment in avenues other than
gold, like mutual funds, shares, and securities, currency. Conclude that investors preferred
to invest in less risky investment avenues like gold, mutual funds, and bank deposits.
Investor avoids risk as much as they .1.Geetha and Ramesh (2012) have found in there
study, " a Study on relevance of demographic factors in investments decisions" that
demographic factors such as gender, age, sex, education, occupation, income, savings
and family in uence the period of investments, frequency of
investment.
1.6 RESEAECH GAP;
previous study were based on investments in market planning. This nancial Proports
contain a ton of number and its easy to get bogged down. Researching a rock is a lot like
shoping for a car we can base a decision slowly ontarching.
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 Spaces for example, consurier research, industry research, forecasting
Sompetitive analysis gathering your stock research meterials start by reviewing of the
companies nancials.
1.7 OBJECTIVE;
the primary objective was to analysis the market and nd out the potential customer and
motivate or promote them to invest there money modern investment plan rather than
traditional investment plan.
The secondary objectives include;
To do the comparative an analysis of different options and to bring forth, thus to the
potential customer
To create awareness among the customers
To create a marketing awareness of the investments products and also identify the
potential for this product
To analysis the marketing strategy of the competitors
To analysis the different investment pattern
1.8 SCOPE;
The primary objective was to analysis the market and nd out the potential customer and
motivate are promote them to invest there money in the modern investment plan rather
than traditional investment plan.
The study is an a analysis of customer perception towards there capital investment in
nancial markets.
19 RESEARCH METHODOLOGY;
Data Collection: -
secondary data are collected.
To accomplish the objectives of the study both primary and
Primary data is collected by circulating questions in the city.
Secondary data is collected from internet, books, articles,

Journals, etc.
Sampling Method: -
The sampling method for the study is convenient sampling.
This sampling is selected for the research purpose of convenience.
Sample Size: -
The sample size of the survey is 100.
Statistical tools: -
Only Simple percentage analysis is used in the study.
1.10 LIMITA
The sample is conducted on the 100 members only
In the survey, the responses given by the respondence may be based
The study is limited to investments in market planning
Financial markets are dvnamic in nature
The research was carried out based on the primary and the secondary

data.
CHAPTER-2
COMPANY PROFILE
Net worth direct:
Incorporate din 1993, Net worth Stock Broking limited NSBL) has been alisted compan at
Inonbay Stock Exchange(BSF), Mumbai since1995. A Member, at the Mationa stops.
Buchange of India(NSE) and Bombay Stock Exchange, MumbailBSE) on the Capraldarket
god ervatives (futures theresentatias ior vas nentraditional seriatig ne tutional clients and
in the recent past has for a yedintore tail broking,estabishing branches across the country.
Presence is being marked in the Middle East, Europe and the united States too, as part of
our attempt stocater to global markets. We are a Depository participant at Central
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 Depository Services India(CDSL) with plans to become one at National Securities
Depository(NSDL) by the end of this quarter. We have our customers participating in the
booming commodities
Markets with our membership at the Multi Commodity Exchange of India(MCX) and
National Commodity & Derivatives Exchange(NCDEX), through Net worth Stock.Com Ltd.
With its strong support and business units of research, distribution & advisory, NSBL aims
to become a one-stop solution to the broking and investment needs of its clients, global.
1.STOCK
and selling stocks that trade on a stock exchange or over-the-counter. Stocks, also known
as equities, represent fractional ownership in a company, and the stock market is a place
where investors can buy and sell ownership of such investible assets. An ef ciently
functioning stock market is considered critical to economic development, as it gives
companies the ability to quickly access capital from the public. The stock market refers to
public markets that exist for issuing, buying,
Purposes of the Stock Market - Capital and Investment Income
The stock market serves two very important purposes. The rst is to provide capital to
companies that they can use to fund and expand their businesses. If a company issues
one inion shares of stock that initially sell for $10 a share, then that provides the company
with $10 million of capital that it can use to grow its business (minus whatever fees the
company pays for an investment bank to manage the stock offering). By offering stock
shares instead or borrowing the capital needed for expansion, the company avoids
incurring debt and paying interest charges on that debt.
The secondary purpose the stock market serves is to give investors - those who purchase
stocks - the opportunity to share in the pro ts of publicly-traded companies. Investors can
pro t from stock buying in one of two ways. Some stocks pay regular dividends (a given
amount of money per share of stock someone owns). The other way investors can pro t
from buying stocks is by selling their stock for a pro t if the stock price increases from their
purchase price. For example, if an investor buys shares of a company's stock at $10 a
share and the price of the stock subsequently rises to $15 a share, the investor can then
realize a 50% pro t on their investment by selling their shares.
PROS:
1.Probability of higher returns over the short-term
Investing in the stock market has the potential to generate increased in ation-beating
returns within a short period of time as compared to other investment avenues such as
PPF and xed deposits, for that matter. Sticking to the basics of stock market - planning
your trade, for instance and doing your due diligence can go a long way in securing
superior returns for you.
2.Acquired ownership in the stakes of the listed company
The moment you buy stocks of a publicly listed company - no matter how small your share
Size is - it gives you a proportionate control over the stakes of that company. This
ownership, in turn, grants you the voting rights, thereby allowing you to contribute to the
ролодо пралоле рольогі провадполіь со мрате Ком са, обо/ousy uther уом повнов
долоу су павіл во стат вакеловсеть памо пом отото кеоло соповато ми панков ов
leveraging their right to vote.
gertber natanget to vote. enoders have Inwaned potental management had is .,
CONS:
Increased chances of volatilities
donstering that mar spike and plum inet nuerdynamic, ivesting in stocks involves is oun
comers. Share prices spiltores elurernet multiple times within a singie ocky involve
vacations are mostly untie shaable that can, in the process, pose riskay.
Avestments Moreover, While chances of a large failure are not common, il can take years
for the market to recover from the brunt of a crash.
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 .Brokerage can eat into pro t margins
Every time an investor decides to buy or sell shares, he/she will have to shell out a certain
proportion as brokerage fees to the broker. This, in turn, can jeopardize pro tablis
2.BOMBAY STOCK EXCHANGE LTD:
Bombay Stock Exchange was started by Premchand Roychand in 1875.8 While BSE
Limited is now synonymous with Dalal Street, it was not always so. In the 1850s, ve stock
brokers gathered together under a Banyan tree in front of Mumbai Town Hall, where
Homiman Circle is now situated. A decade later, the brokers moved their location to
another leafy setting, this time under banyan trees at the junction of Meadows Street and
what was then called Esplanade Road, now Mahatma Gandhi Road. With a rapid increase
in the number of brokers, they had to shift places repeatedly. At last, in 1874. the brokers
found a permanent location, the one that they could call their own. The brokers group
became an of cial organization known as "The Native Share & Stock Brokers Association"
in 1875. 101
The Bombay Stock Exchange continued to operate out of a building near the Town Hall
until
1928. The present site near Horniman Circle was acquired by the exchange in 1928, and a
building was constructed and occupied in 1930. The street on which the site is located
came to be called Dala/ Street in Hindi (meaning "Broker Street") due to the location of the
exchange.
On 31 August 1957, the BSE became the rst stock exchange to be recognized by the
Indian Government under the Securities Contracts Regulation Act. Construction of the
present building, the Phiroze Jeejeebhoy Towers at Dalal Street, Fort area, began in the
late 1970s and was completed and occupied ov WeBSE IN 1980. let air hare. 0 SE
Towers, the name of the building was changed soon after occupation, in memory of Sir
hiroze Jame or line buicinow, chairman of the BSE since 1966, following his dean.
Ih 1986, the BSE developed the S&P BSE SENSEX index, giving the BSE a means to
measure the overall performance of the exchange. In 2000, the BSE used this index to
open As derivatives markel, trading S&P BSE SENSEX futures contracts. The
development of SP BSE SENSEX options along with equity derivatives follawed in 2001
and 2002, expanding the BSE's trading platform.
PROS:
fairer market especially for small, non professional investors because all trades get
executed at the same price
simultaneity of trades eliminates possibility of front running customer orders
CONS:
lack of professionalism
domination of nancial institutions
• poor liquidity
> less oating stocks
• speculative trading
3.NATIONAL STOCK EXCHANGE LTD:
National Stock Exchange was incorporated in the year 1992 to bring about transparency in
the Indian equity markets. Instead of trading memberships being con ned to a group of
brokers, NSE ensured that anyone who was quali ed, experienced, and met the minimum
nancial requirements was allowed to trade 121 In this context, NSE was ahead of its time
when it separated ownership and management of the exchange under SEBI's supervision.
Stock price information that could earlier be accessed only by a handful of people could
now be seen by a client in a remote location with the same ease. The paper-based
settlement was replaced by electronic depository-based accounts and settlement of trades
was always done on time. One of the most critical changes involved a robust risk
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management system that was set in place, to ensure that settlement guarantees would
protect investors against broker defaults.
NSE was set up by a group of leading Indian nancial institutions at the behest of the
Government of India to bring transparency to the Indian capital market. Based on the
recommendations laine comphsi@ erwari commitee. NSE was estabished with a
reverstied shareholdinn urmse ino domestic and global investors. The keydoritarie
divestors indude life disurance rarporation, state Bank of india, IFCi limited nostic jonied
and Stock Haddie Investmeins i ndia limited! Key global investors include Gaail Lol
Limited, GS Strateaurus) Pie Linimited S AIF I SE investments Maultius Limited, Aranda
Investments (Mauritius) Ple Limited, and PI Opportunities Fund Maur The exchange was
incorporated in 1992 as a tax-paying company and was recognized as a stock exchange in
1993 under the Securities Contracts (Regulation) Act, 1956, whered as.
Sarasimha Rao was the Prime Minister of India and Manmohan Singh was the Finance
Mister. NSE commenced operations in the Wholesale Debt Market (WDM) segment in
June 1994. The capital market (equities) segment of the SE commenced operations in
November 1994, while operations in the derivatives segment commenced in June 2000.
NSE offers trading, clearing and settlement services in equity, equity derivative, debt,
commodity derivatives, and currency derivatives segments. It was the rst exchange in
India to introduce an electronic trading facility thus connecting the investor base of the
entire country. NSE has 2500 VSATs and 3000 leased lines spread over more than
2000 cities across India.
NSE was also instrumental in creating the National Securities Depository Limited (NSDL)
which allows investors to securely hold and transfer their shares and bonds electronically.
It also allows investors to hold and trade in as few as one share or bond. This not only
made holding nancial instruments convenient but more importantly, eliminated the need
for paper certi cates and greatly reduced incidents involving forged or fake certi cates and
fraudulent transactions that had plagued the Indian stock market. The NSDL's security,
combined with the transparency, lower transaction prices, and ef ciency that NSE offered,
greatly increased the attractiveness of the Indian stock market to domestic and
international investors
INSE
National Stock Exchange of India Limited
PROS:
funds raising and exit rotate to investors
ready marketability of security fair prise for the securities
better corporate practice
CONS:
subject to higher risk
lack of knowledge
time consuming
> high brokerage and low margin
4RELEANCE INDUSTRIES LTD:
Peliance industries L imited is an Indian multinational conglomerate company.
headquartered in Mumbai. It has diverse businesses
heudling eneray, petrochemicals, natural gas, retail, telecommunications, mass media ind
fexiles. Reliance is one of the most pro table companies in India a the largest dabiou
anded company in India by market capitalisation, and the largest company in India us
treasured by revenue I it is also the tenth largest employer in India with over 236 ia a
empioyees. Sid RIL has a market capitalisation of US$243 billion as of March 31. 2022, 8
the company is ranked 155th on the Fortune Global 500 list of the world's biggest
torporations as of 2021.# Reliance continues to be India's largest exporter, accounting for
9% of India's total merchandise exports and access to markets in over 100
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 Reliance
Industries Limited
PRONS:
group personal accident insurance
groups term life insurance
post retirement medical insurance
medical domiciliary & hospitalisation
CONS:
> very competitive nature
> people will go to any level for there professional bene ts
5.WIPRO:
Curing the 1970s and 1980s, the company shifted is foous to new opportunites in the IT
and Computing industry, which was at a nascent stage in India at the time. On 7 June
1977, the name of he company changed ions ata pas cent stage la bie Products Limited,
to Wipro Products Linted o In 1902, the namew Westan leadia Win, tan Wipro Products
Limited to Woro limited we In 1999, Wipiomewas changed again forks Stork Exchange us
in 2004, Wipro became the second Indian If corn was listed on the lion in annual revenue.
is 2012, Woro demerced is non.IT businesses into a separale company called Wipro
erorises inars Prior to this demerger, inese businesses, mainly in the consumer care.
Wipro's total revenues.!7118
thing, lumniture, nydraulics, waler treatment, and medical diagnosics, contributed about
109, In Ausustain thaian 23014 audi es tindational Grid US as a settement for a botched
SAp in pementation that an 70a4 audile stimated could cost the company USsi bilion.
Weds ad imon hired as systers integrator in 2010, but errors in the rollout, intended to
replace arg had fe bystem, caused serious losses and reputational damage is
March 2020, Hedera announced that Wipro would be joining their Governing Council.
providing decentralized governance to its hashoraph distributed ledger technoiosy un
wipro
PROS:
Able to switch to different technologies/roles in BU's/ SL's /Functional /Non-Functional
Roles ( Its tough but u can make it)
Able to parallely pursue study & Work with NOTCH UP, WASE programs with BITS-PILANI
(Worthfull only if you are really passionate to do but atleast 2+ exp in wipro is required)
• Old policies are being revisied and processes are being changed internally a lot of
restructing (cannot explain in detail but yes for favouring employees)
> Lot of experienced oks.
CONS:
• Low salary hikes.
Many employees just work for the sake of money but not with LOVE at work (may be 90:
10 ratio)
Really tough to convince a manager/team lead (who don't understand) than

High level managers (who understands) - Depends on you and team.
Allocation of projects really on luck and much tricky part ( This is slowly changing to
automated system)
6. OVER THE COUNTER EXCHANGE OF INDIA(OTCEL):
The OTCEI is based in Mumbai, India, and operates solely over a computer network. The
exchange is recognized by India's Securities Contract Regulation Act, meaning all listed
stocks on the OTCEI bene t equally as other listed securities on other exchanges in India.
The exchange was established in 1990 to provide investors and companies with an
additional way to trade and issue securities. It arose primarily from small companies in
India nding it dif cult to
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raise capital through mainstream national stock exchanges because they could not ful ll
the stringent requirements to be listed on them.
The OTCEl has rules that are not as rigid as the national exchanges, allowing small
companies to gain access to the capital they need to grow. The objective is that once they
grow to a certain level and are able to meet the requirements to be listed on the national
stock exchanges, they will make the switch over and leave the OTCEI behind.
FEARURES OF OTCEI:
Stock Restrictions: Stocks that are listed on other exchanges will not be listed on the
OTCEI and, conversely, stocks listed on the OTCEI will not be listed on other exchanges.
Minimum Capital Requirements: The requirement for the minimum issued equity capital is
30 lakh rupees, which is approximately $40,000.
Large Company Restrictions: Companies with issued equity capital of more than 25 crore
rupees ($3.3 million) are not allowed to be listed.
• Member Base Capital Requirement: Members must maintain a base capital of 4 lakh
rupees ($5,277) to continue to be listed on the exchange.
REGULAR STOCK EXCHANGE
OTCEI
PROS:
> It provides they are not quali ed for listing on a standard exchange.
• It is a cost-effective method for corporate as there is a lower cost of new issues and
lower expenses of servicing the investors.
Family concerns and closely held companies can go public through

ОТС.

Dealers can operate both in new issues and secondary market at their option.
It gives greater freedom of choice to investors to choose stocks by dealers for market
making in both primary and secondary markets.
CONS:
» Precise nature of risk and scope is unknown to regulators which leads to increased
systemic risk.
CHAPTER-3
DATA ANALYSIS
AND
INTERPRETATION
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