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The purpose of this study is to inquire the investment avenues of the people of D.I.Khan prefer to choose. Study showed that most of investors in the district prefer to deposit their savings at banks, post office savings & real estate. Investment choices are many & selection between them is based on investors' objectives. Income is key factor affect risk tolerance of investor. Keywords - Investment Avenue, individual investor behaviour. I. INTRODUCTION Behavioural finance is an emerging science that studies the irrational behaviour of the people. Investment avenues are the investment choice which is available to the investor to invest depending upon their objective. Shares are more risky area but one can earn high return that will push up return of entire portfolio. A mutual fund is also an up-and-coming part for investment provides variety of scheme in market to suit the need of large group of investor in mutual fund like equity oriented finance. Risk is high but probability of high return is also high. Bonds are fixed-income securities because interest payment (coupon rate) & principal repayment for a typical bond are specified at the time the bond is issued & fixed for life of bond. Bond is (safe asset) in investors point of view. Principal & interest is specified. Debenture is a type of debt instrument that is not covered by security of physical asset or collateral. Deposit at banks term as term deposits or fixed deposit. Minimum investment period is 30 days & return rate varies with period of investment c resorts etc. gold perform differently than other investment, provide all time return when on many occasion stock market fails

Investment choices of individual investors in D.I.Khan, KPK province of Pakistan