Behaviour of Investors Towards Selected Investment Avenues: An Empirical Analysis

India is an emerging economy with rising disposable incomes and growing saving and investing habits among individuals provide significant impetus to acquire information about people's investment preferences and choices, which in turn helps develop more specialised investment products to meet the diverse requirements of investors. The current study is concentrating on the preferences of investors and the several aspects that affect their investing decisions. The study was conducted in Varanasi city of Uttar Pradesh with a sample size of 101 respondents. Utilising the Mann-Whitney and Krushkal-Wallis tests, we were able to determine whether there were any statistically significant variations between the preferences of individuals based on their age, gender, and income. The results demonstrated that the investors' age and income exhibited an impact on their choices for potential investments.