Abstract

This paper provides a bibliometric survey of the literature on the topic of customer preference and investment decision making interaction during 2000-2026. As financial markets, consumer behaviour, and digital investment platforms rapidly evolve, uncovering how the preferences of investors influence decision processes have become a necessity to both academics and practitioners as well as policymakers. Based on the Scopus databases, 1096 documents were found and analysed using VOS viewer and Bibliometric (R- package) to investigate the publication patterns, leading authors, the main journals, collaborative interaction, and the development of themes. The findings indicate a substantial trend in increasing the interdisciplinary research with main clusters of interest being found in behavioural finance, risk perception, demographic determinants and technology-mediated investment preferences. Citation and co-citation analysis indicates a background of literature, and intellectual foundation, which have informed the existing literature, and key word co-occurrence analysis indicates dynamic research fronts, including adoption of fintech, sustainable investing, and personalization of investment service. The research paper ends by pinpointing the gaps in the current literature, providing the direction toward the future studies and presenting theoretical and practical implications of the maximization of investment strategies within the market that is becoming preference-driven. Such a bibliometric review does not only systematize the available knowledge but also makes further insights into the impact of investor preferences on their decision-making in various financial situations possible.