Investment is the employment of fund on assets with the aim of earning income or capital appreciation. Investments have become a basic necessity for everyone. In India there is a rapid growth in investment. This is why an understanding of consumer demeanor for financial investment is vital to the success of the business. The review paper covers the various financial avenues like equity/stocks, bank fixed deposits, kisan vikas patra, national savings certificate, life insurance, mutual fund and discusses the factors influencing investment decision process. The prime factors affecting the financial investment behavior are demographic factors and socio-economic factors. They can further be segregated as age, income, qualification, gender, social class, family income, tax benefits, safety of fund, brand perception, risk appetite, past performance, return on investment.