Nowadays, investors take a broad rang of features into consideration. However, there has been little investigation on the methods of choosing different options between investors. Investors’ decision-making grow more complicated and get more risky day by day and the results of these decision- makings can have an important affect on the people’s lives, especially when retiring. We have little information about the effective factors on investors’ decision-making. The following research will use an analytical approach in order to investigate these factors on investors’ decision-making when buying shares. The same approach has been used in investigating choices of nonfinancial products which are effective on decision-making. The results illustrate that investors are less enthusiastic in risky transactions and speculation. Furthermore, financial priorities are much related to each other in decisions for buying shares. However their importance is less than price fluctuations and also the trend of share prices in stock markets.