AN ANALYSIS OF CUSTOMER PREFERENCES AMONG AVAILABLE INVESTMENT PRODUCTS IN BANK: A STUDY IN VAISHALI (BIHAR)

In order to analyse customer preference, firstly, there is a need to identify their demographic as well as psychographic characteristics such as age, income, gender, attitude and so on that facilitates in arousing customers interest towards different investment products. The purpose of this study is to analyse preferences of customers towards various investment products in banks in Vaishali, Bihar. The factors influencing an investment include principal security and liquidity, income stability, tax planning as well as capital revaluation. The investors can invest their excess cash in variety of investment products like saving account, fixed deposit account, insurance, real estate, commodities, equities, mutual funds, gold, silver etc. Further, they can invest on the basis of their risk bearing ability. Investment risk cannot be eliminated as a whole, however it can be minimised up to a certain level through diversification. In this study, the researcher has concluded that the investment decision is influenced by family members and friends. But sometimes it is also affected by the advisor when the product is strongly understood. Self-decision is very rare while selecting investment products.