Understanding the behaviour of investors has become a topic of high importance in academic research as investors are the backbone of capital markets in developing economies like India which needs a growing amount of savings flow to corporate enterprises. As, the level of equity market participation of the investors has been increasing over past few years and investments have a multiplier effect, they generate income, employment and also create demand and consumption in the market. The purpose of this paper is to study how socio - economic and demographic factors such as age, gender, marital status, income, source of funds, objective behind investments etc. influences the investment behavior of individual investors.

                Design/Methodology/Approach: The literature review consists of six key sections .The first section of this paper summarizes the literature on source of investment information and its influence on investment behaviour, The second section summarizes the objective behind the investments , The third section summarizes the demographic profile of investors , the fourth section summarizes the choice of investments alternatives and investment behaviour, the fifth section of this paper summarizes the mode of investment and sixth section summarizes fundamental analysis and investment behaviour of individual investors.

KEYWORDS: Investment Behaviour, Safety of Funds, Tax Benefits, Risk Coverage, Liquidity.