Abstract
Previous studies have examined motivation from economic perspectives or studied relationships between economic, behavioral, demographic & lifestyle variables but examination of various utility maximization and behavioral variables taken together provides a complete understanding of the investment decision process. This study incorporated this concept by taking 30 variables from diverse decision criteria including contemporary concerns. Results revealed seven homogenous groups among these 30 variables which were grouped into seven factors that address major investor considerations. The findings suggest that individual’s base their stock purchase decisions on wealth-maximization criteria combined with past and present stock performance along with other diverse variables; they do not rely on a single approach.