According to the Efficient Markets Hypothesis, investors have complete knowledge regarding the financial markets. As a result, they behave rationally. However, investors are affected by internal and external factors when making decisions. Therefore, the objective of the study examines investors’ profiles and to distinguish different demographic groups in terms of their perspective towards stock markets, other financial markets and socio – cultural factors. The other objective of the study is to gauge the importance scale of the factors that drive investors purchase behaviour in the decision-making process. The questions of which social dynamics determine prices in markets which factors investors take into account and which information resources they use when making decisions have not been adequately investigated in the Turkish context, Kocaeli, an industrial city, was preferred as a sampling area. ANOVA and X2 were used to test variables. As a conclusion, investors are not always rationally, they behave with their feelings in decision making process of investment.