Vidyakala KNakhala Devi S A SIswarya Rani G2020-09-082020-09-082015-09Print:2394-7500Online:2394-5869www.allresearchjournal.com/archives/2015/vol1issue9/PartL/1-9-118-829.pdfhttps://dspace.psgrkcw.com/handle/123456789/1336The paper presents the factors affecting the buying behaviour towards financial instruments. The study was conducted among 120 respondents belonging to different demographic groups in Trichy District. The results reveal that customer satisfaction is the main factor which affects buying behaviour of investors.enBuying behaviourEmotionalRationalCustomer satisfaction and InvestorsArticle