ELEMENT AFFECTING HOUSEHOLD INVESTORS' CHOICES OF INVESTMENTS IN THE CHENNAI CITY.

Abstract

Every investor has different goals for their investments, which are influenced by their long-term and present needs and preferences. The primary goal of investing is to lower risk and raise the intended rate of return. Additional objectives that can be categorized as secondary include safety, protection from future inflation, and fund liquidity. Investors seek to optimize their investment strategy by finding a balance between these goals. Investment options include savings and investments in banks, securities exchanges, post office plans, and friends' stores. Physical savings is the term used to describe investments in tangible assets. G. Real estate, gold ,and silver. The purpose of this study is to analyse and integrate these different factors in order to offer useful insights for financial advisors, businesses, and individual investors who want to improve their financial performance and investment strategies. This study focuses on understanding the factors that influence the investment and decision-making of individual household investors. Household investors are those investors who invest their hard-earned saving spared from consumption of workers.