In an economy highly inclining towards an index, there should be no surprise if people receive frequent ("annoying"!) calls from the brokers to open demat account. However, do these companies really know what a 'prospective' customer wants? Answer to this is no concrete but an attempt has been made to understand the decision-making process and buying behavior of the willing demat account holder by focused individual research. The results along with some valuable recommendations are presented through the slides which are self-explanatory and be referred for better understanding.