Investment entails committing resources today for potential future gain in the form of generating income or increasing in value. The purpose of investing is not consumption but rather wealth creation. The goal is to leverage these assets to enhance financial well-being. There are variety of investment alternatives are available for investment include Banking, Small Saving schemes Chit funds, Health, Life and Term Insurance, Pensions, Financial Instruments, Company Deposits, Derivatives, forex, Mutual funds like Index Funds, Equity funds, Growth funds, Debt funds, Precious Metals like Gold, silver, Platinum, Diamonds etc., and Property like Agriculture land, Building/house, Commercial property, Real estate, Crypto etc. In this research we made an attempt to investigate the factors that influence individuals' choices of Investment, aspects such as risk tolerance, financial goals, knowledge about different investment options, and external influences like economic conditions or cultural norms through surveys, questionnaires, and data analysis. Understanding these preferences can help individuals make informed decisions and financial institutions tailor their services better.