For every Stock Broking Company one has to compulsorily know how the people are taking their decision regarding the investments. Herewith, I have tried to compile the COMPARATIVE ANALYSIS OF INVESTMENT OPTIONS AVAILABLE IN THE MARKET AND CUSTOMER BUYING PREFERENCE. in Lucknow City. Therefore I have selected this topic in order to know the mindset of the people and how they decide with which company, they should deal with. Ieve tried to find out various aspect of the investor in Lucknow City. For that I have taken the help of graphs to represent the research data in a graphical manner. This project report also gives brief information of the other companies and all the four-departmental activities of Karvy Ltd.This project will also help to understand the investors facet before investing in any of the investment tools and thus to scrutinize the important aspects for the investors before investing that further helped in analyzing the relation between the features of the products and the investors‘ requirements.