Abstract
The Retail Investors Behavior on Equity Shares to covers the widest possible range of investor characteristics, needs, desires and abilities. They are heterogeneous, differing in age, family circumstances, source and amount of income, wealth position, location of residence, insurance coverage and tax incidence, every individual has his or own investment goals, risk tolerance and set of constraints. The key areas of concern to individuals and to investment professionals attempting to serve retail investors should include: understanding the nature of retail investors how to establish and strengthen relationships; setting investment objectives, managing the portfolios of investors; Organizing the investment firm to provide high quality service of investment; the broader issues of financial planning for individual investors and marketing for Individual Investors.