An empirical study of various factors influencing investors in favour of different financial instruments Chaubey D. S.*, Gurung Manish**, Aggrawal Ritika*** *Dean Research & Studies, Uttaranchal University, Dehradun **Asst Professor, Uttranchal Institute of Management, Uttaranchal University, Dehradun ***Research Scholar, Uttrakhand Technical University Online published on 8 April, 2014. Abstract The investors’ expectation and behaviour has changed significantly over the last few decades. The growth in the number of financial instruments and products has given investors a lot many choices. A number of researches have been carried out by various researchers on the subject related to investors’ preferences and various factors affecting it. These researches not only focused on financial and investment models but also to understand the nature of individual behaviour in financial markets and also the relationship between various cognitive and behavioural factors. The present research work has been taken up with the objectives of identifying the various factors and their interrelationship with investors’ preference in favour of various financial instruments. A total number of 256 investor of Uttarakhand state were selected at random for purpose of the study. The important factors influencing investors in favour of investing in particular financial instrument were found to be Qualitative Features of Fund, Innovativeness and Expertise, Past Record of Funds, Customer Query Handling, After Sales Services, Fund's Reputation, Capital Appreciation through Proper Analysis, Tax Benefits, Process Effectiveness, and Simple Application Procedure. The different factors’ inter-relationships were evaluated after which conclusion and suggestions were drawn. Some future scope of study is also suggested for the improvement in financial products and services marketing. Top Keywords Investment, Investors preference, Fund Reputation, Capital Appreciation, Tax Benefits, Process Effectiveness etc. Top |