People invest according to their goals and the results are generally in accordance. Sometimes people engage in stock trading simply for the prospect of good dividends. If the company does well and the management thanks its investors properly, this goal is reached. People are generally looking for a large enough output in dividends to pay for the investment and make a nice profit in time.
When investors are looking for this type of outcome, cash cow companies are generally targeted. These companies are generally several years old, thoroughly mature. Their profits are steadfast, not moving in one direction or another a whole lot. Their profits are fairly predictable, as well as their dividend payouts. Many companies pay a predictable amount of dividends at the same times every year.
Sometimes people use stock trading as a get rich quick scheme. These investors are generally not looking for a dividend payout, but rather a stock that it's value will soar over time. These investors choose investments that have a great potential to make them money. The only problem is that these investments also have the same potential to lose them money.
Generally, the greater the possible return on stock, the greater the risk. That is why only a select few get rich off of the stock market. Some are too scared to take the great risks, and others lose when they do take the risk. That leaves only those who carried out a proper research, learned on how to manage and reduce the risk, and were lucky enough to see it pay off.