This research paper examines the investment patterns of retail investors with a focus on their preferences, behavior, and key decision-making factors influencing their choices. The study aims to understand how individual investors allocate their funds across various investment avenues such as mutual funds, shares, fixed deposits, and other financial instruments. It also explores the impact of demographic variables like age, income, education, and occupation on investment decisions. The research is based on primary data collected from 104 respondents through a structured questionnaire, supported by secondary data from journals, articles, and financial reports. Analytical tools such as percentage analysis and graphical representation are used to interpret the data effectively. The findings reveal that a majority of retail investors prefer investing in mutual funds and shares due to their potential for higher returns, while still maintaining a moderate risk profile. At the same time, traditional investment options like fixed deposits and gold continue to attract risk-averse investors. The study also highlights that financial literacy, income level, and individual risk perception are significant determinants of investment behavior. Furthermore, the research indicates that increasing awareness of digital investment platforms has influenced investment patterns, making investing more accessible and convenient. However, a lack of in-depth financial knowledge still limits optimal decision-making among some investors.