In modern economic world income plays a very vital role in every one's daily life. Investment has been one of the major concerns for the Non-institutional investors as their today's small savings would be meeting with the expenses of tomorrow. The risk and returns proportion from each of these investment options varies from one to another. Investor's behavior plays an important role in investment decision making, which is influenced by many a factors during the process of investment decision

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... ing. Today, investors have many avenues of investment with different features to cater their present and future needs. The focus of this paper (non-institutional investors), unlike institutional investor, suffers from various sort of perception while deploying their funds due to their low investible funds, risk taking capacity, low investment education and their exposure to evaluate the available information. This situation of the noninstitutional investors motivates to study as these investors are the finest source of small savings in investment set-up of the country. This paper presents a conceptual framework for research on investment determinants among non-institutional investors to be carried out further by the researchers.