IMPACT OF RISK TOLERANCE CAPACITY ON EQUITY INVESTMENT DECISIONS; AN EMPIRICAL STUDY ON RETAIL INVESTORS

Abstract

Investment in any form is committed for the intention of serving the future necessities. Any person
having some income source tries to save some part of his/her income for the purpose of having a better
availability of funds on a future date. The investors may be investing in a diverse range of options available
like shares, bonds, mutual funds, insurance products, physical investment options like land, gold etc. But
one option that is worthwhile investing for getting fruitful returns is Equity, so the researchers attempted
to notice the awareness levels of investors regarding the Equity and the various motivational factors of
investment in retail equity. Further this study focused to understand the impact of risk tolerance of the
customers over the investment decisions. The required data has been collected in the primary in nature
from 400 equity investors and results and implications are presented in the paper.