Date of Publication :29th December 2017

Abstract: Introduction Human beings always have a sense of security while taking any decision in the life. This sense of security is just not reflected in their decisions but it is rooted in the lifestyle of Indian customers (including financial product customers) which ultimately build their way of living in the society. Secured life style makes an individual to take cautious purchase decisions to ensure somewhat secured return, which hold good for purchase decision of financial products also. Research problem In the above context the research problem is stated as “can the sense of security in the mind of financial-product-customer be a better predictor of investment decision making towards those financial products, which are secured to some extent? Aim of the study (1)To identify secured life style characteristics of financial-product customers in India, (2) to examine the impact of secured life style characteristics of financial-product customers on their purchase decision making, (3) to differentiate the sense of security of investors along the demographic variables. Research design & methodology Causative research design is followed in this study where the relationship between life style characteristics and investment decision making is examined. Here stratified random sampling method is adopted with a structured questionnaire to the sample size of 100. The respondents for the study are customers of financial products. Data is analysed through factor analysis, multiple linear regression. Important findings It was found that the secured life style characteristics or the sense of security has a significant positive impact on investment decision making. The differences in secured life style along the demographic variables are identified significantly. Originality/Contribution The contribution of this study is the identification of differences in secured life style characteristics of Indian investors for the decision making.

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