The primary purpose of this study is to investigate how investment choice gets affected by the demographics and Knowledge of the investor. Investor’s behavior is influenced by many factors at the time of investment decision making. Demographic profile and knowledge play an important role to select a particular choice of investment. This paper helps to enhance the knowledge on different investment avenues like bank deposits, life insurance policies, mutual funds and equity which in turn will be highly useful to the financial advisors as it will help them advise their clients regarding these avenues with respect to their demographic profiles. The data was collected among the 935 individual equity investors of Coimbatore city and the data was analyzed using chi square technique. The Findings and necessary suggestions are made based on the analysis.