Perception of Household Individual Investors towards Selected Financial Investment Avenues (With Reference to Investors in Chennai City)

Understanding household saving and investment is of importance for several reasons. At national level, house hold investment provide the main source of investment financing both for government and for the corporate sector. Rapid GDP growth leads to rising house hold income and higher the savings rate. This is true for Asia as it has been elsewhere in world. But for the individual household, saving is done in order to achieve specific short –term and long - term goals, notably financial security. Opening a regime in a particular field has created a shift from regulation to liberalization in investment environment integration of domestic financial markets with the international markets, a wide range of financial instruments are designed according to the specific expectation of investors. This paper particularly discuss about how demographic variable influence the investment decision and how Information technology has also deeply influenced the operations of financial markets. The changed scenario has also led to a shift in the perception of the individual investors toward various avenues.