• MUHSINA PT
• Dr. K. HALIMUNNISA

An individual does not desire to spend his entire earnings and instead saves a portion of it for investment purposes, with the primary goal of generating more money from it. Greater risk is linked to greater profit. Risk tolerance, or a person’s willingness to take risk, is a crucial issue that affects both financial service providers and consumers. Risk tolerance refers to how much market risk an investor can take, such as volatility or market ups and downs. With this regard this empirical study explores the persistent difference in risk tolerance between different demographic characteristics. Individual investor respondents were selected based on multi-stage sampling technique and responses were collected by employing a questionnaire to the respondents. The study employed the scale proposed by Grable and Lytton to measure the financial risk tolerance of retail investors. Results of the study indicates that gender, age, education, occupation and income are significant in differentiating investors to different risk tolerance levels, although marital status has no significant effect on investor’s risk tolerance levels.

Financial risk tolerance, Investor, Demographic factors

"THE ROLE OF DEMOGRAPHIC VARIABLES ON FINANCIAL RISK TOLERANCE OF INVESTORS IN KERALA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 12, page no.a315-a319, December-2025, Available :http://www.jetir.org/papers/JETIR2512043.pdf

"THE ROLE OF DEMOGRAPHIC VARIABLES ON FINANCIAL RISK TOLERANCE OF INVESTORS IN KERALA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 12, page no. ppa315-a319, December-2025, Available at : http://www.jetir.org/papers/JETIR2512043.pdf