This study searches the stock selection preference of individual equity investors in Kerala. The study put forward many important informations to investment advisors about stock selection preference of equity investors in Kerala. The knowledge about investors’ behavior helps capital market regulators to improve the regulatory activities to protect the interest of investors .The study was conducted at various branches of stock brokers in Kerala. The purpose of the study was to identify the important stock attributes which influence the individual investors while taking investment decisions. Five attributes with two levels each are selected for the study, which includes Image of the firm with levels Companies from established groups and Independent companies, News in media with levels Positive and Negative, Expected stock return having levels Expected high long term return and Expected high short term return, Price trend with levels Recently upward and Recently downward and Recommendations with levels Analysts/Existing investors and Neutral. These attributes have significance on stock selection behavior of individual equity investors in Kerala. The study would help the companies to understand and target the individual investors according to their preferences.