The financial literature supports an increasing role for behavioral aspects of investment decision making. Among other factors demographic factor may influence investors risk tolerance and investment preferences. This paper explores the relationship between demo- graphic factors such as gender age marital status education income and family members and investors risk tolerance as well as investment preference. First of all it attempts to reveal the relationship between investors demographic factors (gender age marital status education income and number of family) and investors risk behavior (risk seeker risk averse. Secondly it tries to see the relationship between investors demographic factors (gender age marital status education income and number of family) and types of invest- ment (bank products capital market instruments and physical assets). Finally it endeavors to uncover the relationship between investors demographic factors (gender age marital status education income and number of family) and types of investment (bank products capital market instruments and physical assets). Using a sample of 84 investors in Surabaya this study shows that demographic factors explain investors risk tolerance and investment preference. The results also reveal a significant relationship between investors risk toler- ance and their investment preferen pdf