This primary data based study attempts to explore the factors the investors of capital market critically consider while making their investment decisions. Study took place in Bangladesh, an economically potential developing country. A total of 125 investors were surveyed conveniently with a structured questionnaire containing 25 variables. Broad category of factors are ‘Internal & Economic’, ‘Internal & Supporting’, ‘Internal & Regulatory’, ‘Company Image’, ‘Market Info’, ‘External’ and ‘Market Situation’. Specific variables like dividend, EPS, company goodwill, industry growth, SEC regulation, and change in Govt. policy are found to be positively influential. The least influential factors are P/E ratio, price hike of necessary goods, market rumor etc.