Abstract
Investment of hard earned money is a crucial activity of every human being. Investment is one of the foremost concerns of every individual investor as their small savings of today is to meet the expenses of tomorrow. This study deals with investors' preference of Shares, Debentures, Mutual fund, Bank deposits, and Life insurance, etc. Savings of the people are invested in assets depending on their risk and return demands, the safety of money, liquidity, the available avenues for investment, various financial institutions, etc. In a developing country like India, householder savings and investment is the major source of capital for economic activities. Hence, a study of investment behavior of households has to understand the level of knowledge of householders about investment. If the saving is low, then the investment will also be low leading to low capital formation. The present paper explains different reasons for savings, awareness level and the association between demographic factors and awareness level among householders of Theni district.
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