Investor segmentation and equity investment preferences are critical dimensions of modern financial market research. Effective segmentation enables financial institutions to classify investors into distinct groups based on demographic and beh

avioural characteristics, facilitating targeted marketing strategies and customised investment solutions. This study empirically investigates investor segmentation and equity investment preferences with reference to Steel City Securities Limited, Visakhapatnam. Primary data were collected through a structured questionnaire administered to 150 equity investors representing diverse demographic and behavioural profiles. The analysis covers four key dimensions: demographic profile, investment profile, decision-making patterns, and behavioural tendencies. Findings reveal that the 25–35 age group constitutes the largest investor segment (30%), self-employed individuals dominate at 38.67%, and wealth creation is the primary investment objective for 26.67% of respondents. Notably, 50% of respondents admitted to purchasing stocks based on social media hype, and FOMO (Fear of Missing Out) significantly influences investment behaviour. The study concludes that effective investor segmentation and targeted financial education are essential for improving equity market participation and investment quality.

Keywords: Investor Segmentation, Equity Investment Preferences, Behavioural Finance, FOMO, Wealth Creation, Steel City Securities Limited, STP Framework.