ABSTRACT In this paper attempt is made to know the preferences towards mutual fund and analyze the importance of demographic factors that influence the decision of investor towards making investments. This study attempts to find out the significance of demographic factors of population such as gender, age, education, occupation, income over investment decisions. The hypotheses have been developed considering its relevancy to the research objectives. Investment decision making behavior has been taken as dependent variable and demographic factors (age, gender and education) are considered as independent variables. Data were classified; tabulated and tested. Statistical inferences were drawn by the use of hypothesis and Pearson's Chi-square technique.