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V OLUME N O . 3 (2012), I SSUE N O . 3 (M ARCH ) ISSN 0976-2183

INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENTA Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories

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CCCCONTENTSONTENTSONTENTSONTENTSSr.No. TITLE & NAME OF THE AUTHOR (S)

Page No.

1% INNOVATION AS A SECRET FOR ORGANIZATIONAL SUCCESS: A LITERATURE REVIEW BASED ON INNOVATION IN ORGANIZATIONALENVIRONMENTIMALI N. FERNANDO & T. C. WIJESINGHE

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2% THE IMPACT OF SMALL BUSINESS MANAGEMENT ON PRODUCT QUALITY, PRODUCT FEATURES AND PRODUCT POSITIONING IN IBADANMETROPOLITAN, OYO STATE, NIGERIADR. HALIRU BALA

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% OWNERSHIP MI! AND FIRM"S RIS# TA#ING BEHAVIOR: EVIDENCE FROM PA#ISTANI CAPITAL MAR#ETSHAHAB-UD-DIN, DR. UMARA NOREEN & GIRMA TILAHUN

1$

%% THE IMPACT OF STUDENTS" DIVERSITY ON GROUP WOR# IN BAHIR DAR UNIVERSITY AND GONDER UNIVERSITYGIRMA TILAHUN

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5% A STUDY ON MOTIVES AND AWARENESS LEVELS OF STOC# MAR#ET INVESTORS A CASE STUDY WITH REFERENCE TO ANANTAPURDISTRICT IN A'P'DR. P.BASAIAH & K. TEJA PRIYANKA YADAV

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( % SERVICE QUALITY AND PATIENT"S SATISFACTION TOWARDS PRIVATE HEALTH CARE INDUSTRIES IN INDIADR. A. P SINGH & SATENDRA THAKUR

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) % IPO"S PERFORMANCE AND ITS RELATIONSHIP WITH QIB SUBSCRIPTIONS AND GRADEDR. R DURAIPANDIAN & SURESH A.S

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*% ECONOMICS OF FISHERMEN IN A#OLA DISTRICT

DR. ANILKUMAR RATHOD

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+% CUSTOMER RELATIONSHIP MANAGEMENT IN INSURANCE SECTOR A STUDY OF PERCEPTIONS OF CUSTOMERS AND EMPLOYEES INVISA#HAPATNAM CITYDR. MVS.SRINIVASA RAO

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1$% AN INNOVATIVE CRITICAL APPROACH TOWARDS ETHICAL BRANDING AND CORPORATE REPUTATION IN BUSINESS WORLDDR. SURENDRA KUMAR & ARUSHI BHASIN

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11 % IMPACT OF AGGRESSIVE WOR#ING CAPITAL MANAGEMENT POLICY ON FIRMS" PROFITABILITY A. PALANI & DR. A. PEER MOHIDEEN

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12% ORGANISATIONAL SUPPORT FOR CAREER DEVELOPMENT OF EMPLOYEES A STUDY ON BB# LEATHERS PRIVATE LTD' A. SEEMA & DR. S. SUJATHA

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1 % PERCEPTION AND CONSUMER BEHAVIOUR TOWARDS PRIVATE LABELS AT RETAIL OUTLET IN CHENNAI CITY AN EMPIRICAL VIEWV.VARATHARAJ, S. VASANTHA & DR. R.SANTHI

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1%% THE EFFECTIVENESS OF HUMAN RESOURCE MANAGEMENT PRACTICIES ON HOTEL PERFORMANCEDR. HAITHAM M. A. NAKHLEH., NISHA V. PATEL & DR. UMESH R. DANGARWALA

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15% ROLE OF RIS# AND RETURN IN INVESTMENT DECISIONS AMONG AUTOMOBILE AND BAN# STOC#S AND PORTFOLIO SELECTIONS.PRAVEENA & DR. K. MAHENDRAN

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1( % STA#EHOLDERS" ROLE IN SUSTAINABLE TOURISM DEVELOPMENT: A CASE STUDY OF NORTH EAST AND LADA#HVIVEK SHARMA & JEET DOGRA

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1) % STRESS MANAGEMENT FACTORS AND ITS INTERRELATIONSHIP WITH JOB SATISFACTION ANIL KUMAR & NEELAM RATHEE

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1*% LEADERSHIP DEVELOPMENT FOR E!CELLENCE: A REVIEWSHRADDHA KULKARNI

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1+% IMPACT OF TRAINING AND DEVELOPMENT IN PRODUCTIVITY MANAGEMENT A STUDYVENUKUMAR G

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2$% DEMAND ESTIMATION UNDER PUSH MAR#ETING STRATEGY: TOOL TO MITIGATE BULLWHIP EFFECTSACHIN GUPTA

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21% THE IMPACT OF WOR#ING CAPITAL MANAGEMENT ON PROFITABILITY AND LIQUIDITYREKHA RAHEJA, RAJESH BHARDWAJ & PRIYANKA

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22% MANAGING EMPLOYEE RETENTION AND TURNOVER IN THE RETAIL SECTORRASHMI KODIKAL, DR. P PAKKEERAPPA & NIDA AHMED

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2 % A STUDY ON AWARENESS OF ADVERTISING WITH SPECIAL REFERENCE TO STUDENTS OF ARTS AND SCIENCE COLLEGES AFFILIATED TOMANONMANIAM SUNDARANAR UNIVERSITY, TIRUNELVELIS. JEYARADHA, DR. K. KAMALAKANNAN & V. SANGEETHA

1$*

2%% PERFORMANCE MANAGEMENT AS EFFECTIVE TOOL FOR SUSTAINABLE COMPETITIVENESS IN THE AIRPORT AUTHORITY OF INDIADR. KAMESHWAR PANDIT & PREETI RAINA

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25% SALES: A LUCRATIVE BAS#ET FOR CONSUMERS AND SHOP#EEPERSPREETI SODHI & PRATIBHA THAPA

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2( % CONSUMER PERCEPTION OF BRANDED PETROL IN NAVI MUMBAIDR. ELIZABETH MATHEWS & SANGEETA TANAJI KAMBLE

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2) % STRESS MANAGEMENT A COMPARATIVE STUDY OF SELECTED PUBLIC & PRIVATE SECTOR ORGANIZATION IN CHHATTISGARHRUCHI SINHA

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2*% QUALITY OF WOR# LIFE AMONG LIBRARY PROFESSIONALS IN HARYANA STATESOMVIR & SUDHA KAUSHIK

1 1

2+% STUDY ON THE ENVIRONMENTAL CONCERNS ON CONSUMERS PURCHASING PATTERNS IN #OL#ATA CITYHINDOL ROY

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$% INVESTORS ATTITUDE TOWARDS INVESTMENT OPTION IN NELLORE REGIONV. G. MURUGAN

1 +

REQUEST FOR FEEDBAC# 1%%


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CHIEF PATRON CHIEF PATRON CHIEF PATRON CHIEF PATRONPROF' #' #' AGGARWAL

)hancellor" 2in#aya3s 4niversity" Delhi!ounder 5ice-)hancellor" uru obind Sin#h Indraprastha 4niversity" Delhi

67% Pro 5ice-)hancellor" uru Ja0bheshwar 4niversity" +isar

PATRON PATRON PATRON PATRONSH' RAM BHAJAN AGGARWAL

67% State Minister for +o0e 8 9ouris0" overn0ent of +aryana5ice-President" Dadri 6ducation Society" )har:hi Dadri

President" )hinar Synte7 2td% ;9e7tile Mills


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CALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTS>e invite unpublished novel" ori#inal" e0pirical and hi#h ?uality research wor: pertainin# to recent develop0ents 8 practices in the area of)o0puter" Business" !inance" Mar:etin#" +u0an Resource Mana#e0ent" eneral Mana#e0ent" Ban:in#" Insurance" )orporate overnanceand e0er#in# paradi#0s in allied sub1ects li:e Accountin# 6ducation@ Accountin# Infor0ation Syste0s@ Accountin# 9heory 8 Practice@ Auditin#@Behavioral Accountin#@ Behavioral 6cono0ics@ )orporate !inance@ )ost Accountin#@ 6cono0etrics@ 6cono0ic Develop0ent@ 6cono0ic +istory@!inancial Institutions 8 Mar:ets@ !inancial Services@ !iscal Policy@ overn0ent 8 $on Profit Accountin#@ Industrial Or#ani*ation@ International6cono0ics 8 9rade@ International !inance@ Macro 6cono0ics@ Micro 6cono0ics@ Monetary Policy@ Portfolio 8 Security Analysis@ Public Policy

6cono0ics@ Real 6state@ Re#ional 6cono0ics@ 9a7 Accountin#@ Advertisin# 8 Pro0otion Mana#e0ent@ Business 6ducation@ Mana#e0entInfor0ation Syste0s ;MISM-7?30 . >HRM>G3.37-; M-.- 3 3.0>E8 . 8@>P@/8 ; />L- >C 037>IT>E. .337 . >M-0 3 -0 8@> 0 37, ;3-@3 @ 38 4/

DEAR SIR>MADAM

Please find 0y sub0ission of 0anuscript entitled C 3 for possible publication in your 1ournals%

I hereby affir0 that the contents of this 0anuscript are ori#inal% !urther0ore" it has neither been published elsewhere in any lan#ua#e fully or partly" nor is itunder review for publication elsewhere%

I affir0 that all the author ;s< have seen and a#reed to the sub0itted version of the 0anuscript and their inclusion of na0e ;s< as co-author ;se a#ree to co0ply with the for0alities as #iven on the website of the 1ournal 8 you are free to publish ourcontribution in any of your 1ournals%

NAME OF CORRESPONDING AUTHOR Desi#nationAffiliation with full address" contact nu0bers 8 Pin )ode Residential address with Pin )odeMobile $u0ber ;shen listin# two or 0ore wor:s by one author" use --- ;E'77


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INVESTORS ATTITUDE TOWARDS INVESTMENT OPTION IN NELLORE REGION

V. G. MURUGANRESEARCH SCHOLAR

BHARATHIAR UNIVERSITYCOIMBATORE

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')5 #! n$)%n" ' 1 5 "+ !#( (n1 +)%! +) 1 /nv !")'! (' !%5!"(n"/( 1/ ' n" ")1( ')# 2+(" "+ 2 ' ( 1 $(1 (*). T+ ' ! ('$+ 2)'3, "+%!("" # "! ") !"%1 "+ !)$/)- $)n)#/$ ') / ) "+ 988 /nv !")'! /n N )' 1/!"'/$" ' */)n, An1+'( P'(1 !+: "+ /' '$ "/)n!: (n1 5 +(v/)' /n ' ! $" ) v('/)%!/nv !"# n" (v n% !. T+ !"%1 (/#! ") !"%1 "+ n 1!, $)n$ 'n!, (n1 ')5 #! ) "+ !#( /nv !")'! /n "+ */v n !)$/) $)n)#/$ 5($31') . I" ( !) ')v/1 ! (

)%n1("/)n ) ($"! ' ("/n* /nv !")'!; 5 +(v/)' ")2('1! v('/)%! " ! ) ! $%'/"/ ! (n1 (!! !!# n" ) /nv !"# n" '/!3!. M)!" ) "+ /nv !")'! * n '( +(v/#/" 1 /n )'#("/)n (5)%" "+ 1 v ) # n"! /n "+ ! $%'/"/ ! #('3 ". In )'#("/)n (5)%" "+ /n(n$/( ' )'#(n$ ) "+ $)# (n/ ! (n1 1("( ) !+(' #('3 "

(v(/ (5 ") /nv !")' /! ( !) /#/" 1.

#EYWORDS!inance" Invest0ent" $ellore Re#ion%

INTRODUCTIONnvest0ent culture a0on# the people of a country is an essential prere?uisite for capital for0ation and the faster #rowth of an econo0y% Invest0entculture refers to the attitudes" perceptions" and willin#ness of the individuals and institutions in placin# their savin#s in various financial assets" 0orepopularly :nown as securities% A study on the investors3 perceptions and preferences" thus" assu0es a #reater si#nificance in the for0ulation of policies for

the develop0ent and re#ulation of security 0ar:ets in #eneral and protection and pro0otion of s0all and house-hold investors in particular% 9he Indiansecurities 0ar:et has 0ade substantial pro#ress durin# the post-independence period% 9he structure as well as the functionin# of Indian securities 0ar:et hasbeen transfor0ed beyond reco#nition since & 's% 9he profile of the investin# public" invest0ent vehicles available" the invest0ent environ0ent and the natureof proble0s encountered by the s0all and household investors are substantially different today fro0 what they were a decade a#o%

THE STUDY: NEED, OBJECTIVE, METHODOLOGY AND SAMPLE Most of the studies covered the aspects at 0acro level" li:e the ownership patterns in the capital 0ar:et" occupation-wise brea: up of paid up value of shareholdin#s of individuals" ownership pattern of shares debentures" #eo#raphical distribution of share ownership in India% 9here are only a few studies coverin# theissue of investor perceptions and behaviour at 0icro re#ional level% 6specially in the conte7t of decline in the participation of s0all and household investors inthe pri0ary 0ar:et operations" withdrawal of investors fro0 the capital 0ar:et" diversion of household savin#s into safer invest0ent avenues li:e ban:deposits" real estate" and unproductive assets li:e #old and silver" it beco0es all the 0ore i0portant to study and analy*e the investor awareness" perceptionsand preferences of various invest0ent avenues available to the0 in the securities 0ar:ets% 9his 0ay help the policy 0a:ers in evolvin# the suitable strate#ies to#et s0all and household investors once a#ain in lar#e nu0bers into the capital 0ar:et operations% +ence" the present investi#ation is an atte0pt in thatdirection% 9he issues investi#ated in the present study include awareness of invest0ent avenues" invest0ent pattern" the 0ost preferred ob1ectives of investors"and invest0ent evaluation%

STATEMENT OF THE PROBLEM As stated in the precedin# para#raph" the s0all and household investors constitute a vital se#0ent of the Indian securities 0ar:et and #reater understandin# ofthe perceptions" preferences" and behaviour of these investors is very vital in the policy for0ulation on develop0ent and re#ulation of the securities 0ar:et toensure the pro0otion and protection of interests of s0all and household investors% 9he present research wor:" thus atte0pts to study the socio-econo0icprofile of the investors in one of the bac:ward re#ions of Andhra Pradesh@ their perceptions@ and behaviour in respect of various invest0ent avenues% 9he studyalso ai0s to study the needs" concerns" and proble0s of the s0all investors in the #iven socioecono0ic bac:drop% 9he present research wor: also provides afoundation of facts relatin# investorsL behaviour towards various types of securities and assess0ent of invest0ent ris:s% Most of the investors #enerally haveli0ited infor0ation about the develop0ents in the securities 0ar:et% Infor0ation about the financial perfor0ance of the co0panies and data of share 0ar:etavailable to investor is also li0ited% 9he infor0ation available fro0 newspapers" television" internet and 0edia so0e ti0es 0ay not be sufficient for invest0entdecision 0a:in#% All these proble0s 0ade the0 rely on share bro:ers" fund 0ana#ers and e7perts to invest in securities% Investors desirin# to invest in stoc:sre?uire a lot of preparation and ho0ewor:% It is very i0portant for the0 to :now their ris: appetite and invest0ent ob1ectives for better decision- 0a:in#%+ence" the present study is an atte0pt to :now the invest0ent pattern of investors% 9he study is 0ade to e7a0ine investor3s awareness of invest0ent avenues"invest0ent ob1ectives of investors and the evaluation of invest0ent by the investors%

OBJECTIVES OF THE STUDY9he basic ob1ective of the present research wor: is to study the invest0ent culture a0on# the people and to evolve suitable pro#ra00es of investors3awareness and education% 9he specific ob1ectives of the research wor: are as follows&% 9o study the socio-econo0ic profile of investors vis- -vis the profile of $ellore district Re#ion" Andhra Pradesh with a view to assess their i0pact on the

invest0ent habits of the people@E% 9o analysis the awareness" preferences" and e7periences of s0all and household investors in respect of various invest0ent avenues@

% 9o study the investor3s ob1ectives" perceptions and the resultant behavior of investors%

RESEARCH METHODOLOGY

9his research study is an analytical :ind of research study% It is related to the analysis of the attitude of investors towards Invest0ent Option% In order to conductthis study" E'' investors in $ellore district re#ion have been surveyed and ?uestionnaire is used for data collection%SOURCES OF DATAAll the data re?uired for the purpose has been obtained 0ainly fro0 pri0ary sources" but at ti0es" secondary sources of data have also been referred%

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DATA COLLECTION METHODS9he data collection 0ethod used to obtain the desired infor0ation fro0 pri0ary sources has been throu#h direct interview" and ?uestionnaire has been used asan instru0ent%SAMPLING PLAN9ar#et Population Investors in $ellore district re#ionSa0plin# 4nit An individual investor in $ellore district re#ionSa0plin# Si*e E''Area of Survey 5arious localities in $ellore district re#ion%

PROFILE OF THE SAMPLE INVESTORSAn atte0pt is 0ade to study the socio-econo0ic profile of the sa0ple-investors with a view to analy*e the influence and i0pact of various socio-econo0icfactors such as a#e" #ender" education" fa0ily si*e" earnin# capacity" occupation" and inco0e on invest0ent habits and behavior of the investors%AGE WISE DISTRIBUTION9he a#e #roup of the investors plays an i0portant role in the selection of invest0ents% 9he invest0ent ob1ectives 0ay tend to vary variations in the a#e ofinvestors% !or instance" investors in the a#e #roup of .' years or 0ore are #enerally do not li:e to ta:e hi#her ris:s while 0a:in# invest0ents and instead they0ay prefer to invest in ris:-less and safe invest0ents li:e ban: deposits" fi7ed inco0e securities" overn0ent bonds etc%9hus" a#e is an i0portant factor" which affects the invest0ent preferences and choice of the investors% 9he data relatin# to a#e-wise distribution of the sa0ple-respondents is furnished in 9able I% !or the purpose of the analysis" the sa0ple respondents are classified into five different a#e #roups to understand thedifferences in invest0ent and ris: preferences of the investors and to trace out the influence of a#e as an influencin# factor%

TABLE I: AGE WISE DISTRIBUTIONA 3 G7 . Y3-7@ N 37 4 R3@ . 3.0@ P3783.0Below ' E( &E%'

&-(' &F%.(&-.' .. E %..&-F' .F EH%'F' and above E &F%'9otal E'' &''

Source !ield SurveyIt 0ay be noted fro0 the infor0ation contained in above 9able that 0a1ority of the sa0ple respondents chosen for the study are in the a#e-#roups of (& to .'years ;E %. percent of the E'' total respondents< and .& to F' years ;EH percent of the E'' respondents


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OCCUPATION WISE DISTRIBUTION9he occupation of an investor is also another deter0inant of his invest0ent preferences and behaviour as it directly affects his inco0e" savin#s" and choice ofinvest0ents% !or the purpose of analy*in# the i0pact of occupation on investor preferences and behaviour" the sa0ple investors have been classified into threecate#ories based on their occupation" na0ely" self-e0ployed persons consistin# of professionals li:e doctors" lawyers and business 0en" full-ti0e salariedpersons" and retired persons% Occupation wise classification of sa0ple investors is shown in 9able%

TABLE IV: OCCUPATIONAL DISTRIBUTION OF RESPONDENTSO88 -0 . N 37 4 R3@ . 3.0@ P3783.0Self 60ployed Persons &'E .&!ull-ti0e salaried persons HF (Retired persons &E 'F9otal E'' &''

Source !ield SurveyIt is clear fro0 the above 9able that self-e0ployed persons constituted the lar#er percenta#e of the total respondents" i%e%" around .& percent% 9he fullti0esalaried persons constitute ( percent of the total and the rest of the0 are retired persons%INCOME WISE DISTRIBUTIONInco0e of an investor plays an i0portant ro le in his preferences and choice of invest0ents% Investors with lar#er inco0es can only thin: of investin# in corporatesecurities and they can only ta:e hi#her ris:s while 0a:in# invest0ents% 9hus" inco0e constitutes the 0ost i0portant factor influencin# the investor preferencesand behaviour% 9he sa0ple-investors are classified into si7 inco0e #roups based on their 0onthly inco0e" na0ely" up to Rs%.'''@ Rs%.''&-&''''@Rs%&'''&-&.'''@Rs%&.''&-E''''@RS%E'''&- E.'''@ and above Rs%E.'''% 9he inco0e wise distribution of the sa0ple

TABLE V: INCOME WISE DISTRIBUTION OF RESPONDENTSI.8 3 37 M .0 N 37 4 R3@ . 3.0@ P3783.0 4p to Rs%.''' FE &Rs%.''&-&'''' FF Rs%&'''&-&.''' (' E'Rs%&.''&-E'''' &H 'Rs%E'''&-E.''' 'H '(Above Rs%E.''' 'F '9otal E'' &''

Source !ield Survey9he above 9able throws li#ht on the inco0e-wise distribution of sa0ple investors% & percent of the investors belon# to the inco0e #roup of up to Rs%.'''@ %&percent are in the inco0e #roup of Rs%.''&-&''''@ E' percent are in Rs%&'''&-&.'''@ percent are in Rs%&.''&-E''''@ and to ( percent each in the inco0e#roups of Rs%E'''&-E.'''and above Rs%E.'''% Inco0e of the fa0ily is one of the factors" which play a vital role in influencin# the invest0ent pattern"invest0ent behaviour and invest0ent decisions of investors%

INVESTOR AWARENESS9he concept of Kinvestor awarenessK refers to the sta#e wherein a prospective investor is conscious of and is havin# the :nowled#e of the e7istence of aninvest0ent product or avenue for his consideration to place the savin#s%

Awareness is a continuin# process by which investors co0e to learn about the invest0ent particulars% In certain cases they try to :now about the 0odes clearlyand eventually adopt it or re1ect it% Awareness is co00only described as the first step in the process of invest0ent%9he investors are aware of the e7istence of nu0erous invest0ent 0odes@ their in?uisitiveness sti0ulates the0 to see: 0ore infor0ation% After beco0in# wellversed of invest0ent 0odes" the investor turns to evaluate each channel by 0a:in# co0parison with each other% At last" the investor decides to 0a:einvest0ent in an advanta#eous 0ode or 0odes% 9hus awareness creates attitude in investor towards invest0ent channels% 9his LawarenessL of investors towardsinvest0ent is created" 0odified and shaped by various e7ternal sources of infor0ation such as dailies" wee:lies" electronic 0edia" friends and relatives" bro:erLsadvice etc% awareness is an abstract concept and" hence" it is not possible to 0easure precisely and directly in ?uantitative ter0s" but can be 0easured andindirectly%AWARENESS OF INVESTMENT AVENUES 9o study the awareness of invest0ent avenues a0on# the investors" invest0ent products are identified and placed before the sa0ple- respondents to ascertaintheir level of awareness in four levels" na0ely" -=now very wellL" L:now wellL" L:now so0e whatL" and Ldo not :nowL% 9he responses of the sa0ple-respondentsare tabulated and presented in 9able below%

TABLE VI: AWARENESS OF INVESTMENT AVENUES

$ote !i#ures 0entioned in parenthesis are percenta#esSource !ield Survey

An e7a0ination of the above 9able unveils the followin# facts

I. 3@0 3.0 A 3. 3@ #. V37/ 3;; #. 3;; #. @ 3 -0 D ."0 ?. T 0-;Ban: Deposits H(

;(E

TABLE !I: HOLDERS OF THE INVESTMENTS;'N ' H ; 37@ N- 3 N ' 4 R3@ . 3.0@ P3783.0- 3 0 T 0-;& Own $a0e FF E Spouse F

)hildren E' &'( Joint &'H .(. 9otal E'' &''

It is found that a 0a1ority of the investors" i%e%" &'H out of a total of E'' investors" that wor:s out to .( percent of the total" preferred to hold the invest0ents in

the 1oint na0es either with spouse or children or even both% $early percent of the sa0ple investors stated that they have 0ade invest0ents in their ownna0es% It is also interestin# to note that only a s0all nu0ber of the investors held their invest0ents in the na0e of either spouse or children alone% !ro0 theseobservations" one 0ay sur0ise that the individual investors while 0a:in# the invest0ents nor0ally ta:e the interests of their fa0ily 0e0bers into considerationand in the process they 0a:e the0 as partners to the invest0ent%

FINDINGSi% It was observed that 0a1ority of the respondents selected for the purpose of the study are 0ale investors and they constituted F percent of the totalrespondents of E''% >hereas the fe0ale investors constituted & percent of the total respondents and this 0ay be because of the fact that #enerally theecono0ic independence a0on# fe0ales is rather very low and they participate in invest0ent decisions in lower proportions%ii% 9he analysis of the data showed that 0a1ority of the respondents are #raduates" and the respondents with inter0ediate or below level of education followthe0% A very ne#li#ible nu0ber of respondents are with no for0al education% In ter0s of percenta#e" #raduates constitute al0ost (' percent of sa0ple" andrespondents with inter0ediate or below level of education with ' percent" post-#raduates with E' percent follow the0% 9he respondents havin# no for0aleducation constitute a low of &' percent of the total sa0ple%iii% 9he earnin# capacity of the households is another factor to be considered while analy*in# the influence of various econo0ic factors on investor preferencesand behaviour% 9he nu0ber of earnin# adults in that household can #au#e the earnin# capacity of a household% $or0ally" it is found that 0ost of the households

0ay have one or two earnin# adults% It is rare to find the households havin# 0ore than two earnin# adults%iv% It is found that a 0a1ority of the investors in )hittoor district Re#ion are ?uite unaware of corporate invest0ent avenues li:e e?uity and preference shares"0utual funds" corporate debt securities and deposits% At the sa0e ti0e" they are hi#hly aware of traditional invest0ent avenues li:e real estate" bullion" ban:deposits" life insurance sche0es" and s0all savin#s sche0es%

CONCLUSIONIn the olden days" investin# funds was confined to rich and business people% But" now a day it has beco0e a household word and is very popular with peoplefro0 all wal:s of life% 9he ob1ective of 0otivatin# the public to invest their savin#s in the stoc: 0ar:et will be achieved only if the re#ulatory authorities succeedin providin# a 0anipulation free stoc: 0ar:et% >ith the rate of interest offered by ban:s on deposits bein# very unattractive" 0ore people could thin: ofinvestin# in the stoc: 0ar:et% 9his could happen only if the stoc: 0ar:et is transparent and free fro0 sca0s because those who invest in ban: deposits arebasically averse to ris:%

REFERENCES&% Ale7ander" ordon %J" Ru#er D%Strover and D%B%=unnav" Mar:et ti0in# strate#ies in 2onvertable Debt financin# Journal of financin#G PP% &( -&..%E% Ban: for international settle0ents ;BIS


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At the very outset" International Journal of Research in )o00erce and Mana#e0ent ;IJR)M< ac:nowled#es

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I would li:e to re?uest you to supply your critical co00ents and su##estions about the 0aterial published

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>ith sincere re#ards

9han:in# you profoundly

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