# Introduction ehaviour of investors in derivative markets is influence by many personal and situational factors during the choice of investment. Different researches are conducted to determine the behaviour influencing factors and attempt to understand and explain the degree to which these factors influence the decision-making process. Investment involves the utilization of funds at present with the hope of better return in future. Traditional financial theories presume that investors are rational. People rationally choose between alternatives, they act rationally while making their investment decisions (Von Neumann, and Morgenstern, 1944). Later on it is explored by many researchers that Individual investor sometime make irrational decisions about their investments (Barberis, and Thaler, 2003).Different factors affect the investors behaviour during personal financial management process. Among others factors investor behaviour is also affected by demographic characteristics. Different research papers are conducted to identify the effect of demographic factors on investment decision and shown contradictory results from country to country and area to area. The aim of this paper is to investigate the extent to which demographic factors affect an investor's risk tolerance attitude during decision making with the context of Pakistan. This study is primary data based collected from various respondents through a questionnaire. The respondents who were interested in investment were interacted from twin cities of Pakistan i.e. Islamabad and Rawalpindi. # II. # Literature Review Many studies are conducted to examine the effect of demographic factors on investor's level of risk tolerance during investment decision making. People having different gender, ages, income level, knowledge, marital status and occupation shows different attitudes towards decision making, some are risk seeker and some adverse risk. Brief literature about the effect of demographic factors on investor's behaviour with international evidence is given below. Male's investors are more confident in their investment decisions, they have more financial knowledge and wealth and ability to take risks (Bruce, 1995) (Barber and Odean 2001: 261).When males are investing in their assets due to large income they take greater risks (Parker, and Terry 2002).Some studies shown that there is no significant effect of gender on risk tolerance during financial decisions (Schubert et al. 1999: 384-385 # d) Marital Status Marital status is also an effective factor influencing the decision making of investor. Single individuals are more risk taker than married because married individuals have responsibilities for themselves and dependents (Roszkowski et al. 1993) (Lazzarone, 1996) Barber and Odean (2001: 285).Some studies failed to find significance association between marital status and financial risk tolerance (McInish, 1982). # e) Income Level Income level of investor is also affects its behaviour toward investment. A person with greater wealth takes greater risk (Terry, and Parker, 2002). Persons with upper level of income and millionaires tend to take higher risk as than individual with lower level of income (MacCrimmon, and Wehrung, 1986). Researcher explored that level of risk tolerance increase with the increasing level of income (Blume et al.1994)Investors invest their funds in more volatile portfolio composed of more volatile stocks when they have higher level of income (Barber, and Odean , 2001). Higher level of income creates the ability of bearing the losses, so wealthier people preferred higher level of risk (bernheim et al, 2001). In contrast some researchers shown income level has no relationship with financial risk tolerance (Strydom et al (2009: 18) f) Occupation Occupation means the activity in which people engaged for pay. Those people who generate their income directly from their own business, trade, or profession leads to higher levels of risk taking as compare to the people of straight salary work for others (MacCrimmon & Wehrung, 1985).Occupational status is also affecting the level of risk taking ability; people with higher ranking occupational status are more risk seeker as compare to low ranking occupational status (Roszkowski et al., 1993).People having low risk taking ability choose low ranked professions (Barnewall, 1988). # g) Family Size Investor's family size is also effects their financial risk taking behaviour. Investors having small family size are more risk taker, where increase in family size caused risk aversion (Lease, Lewellen, and Schlarbaum, 1977). # III. # Objectives of the Study Following objectives were framed from the present study: ? Find the effect of demographic factors on investor's decisions. ? Find the nature of association between demographic factors (Education, Age, Gender, Investment knowledge, investment experience, Occupation, marital status, Income level, and family size of investors) and investor's level of risk tolerance. # Global Journal of Management and Business Research Volume XIV Issue III Version I Year 2014 ( ) C IV. # Research Methodology This study is primary data based involves to explored the effect of demographic factors on investors level of risk tolerance during investment decision making process. Data is collected from various respondents through a structured questionnaire. The Questionnaire contains open and close ended questions. Only those people were interacted who were interested in investment located in twin cities of Pakistan i.e. Islamabad and Rawalpindi. The total sample consisted of 100 respondents. Males and females from different occupations and income levels are splits from different age groups and education levels. In this study Risk is consider as a dependent variable, while demographic factors individually checked as independent factors in relation with risk taking attitude of investors. In order to statistically check the results Chi-Square and correlation tests are used. These tests are also used by Jain, D. # (DATA FROM QUESTIONNAIRE) a) Association between investors gender and financial risk tolerance H0: There is no significant effect of gender on risk tolerance during financial decisions. H1: There is significant effect of gender on risk tolerance during financial decisions. From Table 3: It is evaluated that the computed value of chi -square is 1.544 .Where tabulated value using 5% level of significance is 7.815.Computed value is less than tabulated value so we accept our H0 (null hypothesis) and concluded that there is no significant effect of gender on risk tolerance during financial decisions. Both male and female have same response toward financial risk tolerance. Table 4 is revealing that there is a negative correlation between gender and financial risk tolerance. Increase in investor's gender caused negative effect on investor's ability of financial risk tolerance. # b) Association between investors age and Financial risk tolerance H0: There is no significant effect of Age on risk tolerance during financial decisions. H1: There is significant effect of Age on risk tolerance during financial decisions. # C From Table 6: It is evaluated that the computed value of chi -square is 21.767 .Where tabulated value using 5% level of significance is 21.026.Computed value is greater than tabulated value so we reject our H0 (null hypothesis) and concluded that there is significant effect of Age on risk tolerance during financial decisions. Table 7 is revealing that negative correlation is exist between Age of investors and financial risk tolerance. An Increase in age caused negative effect on investor's ability of financial risk tolerance. # c) Association between investors academic qualification and financial risk tolerance H0: There is no significant effect of Academic qualification on risk tolerance during financial decisions. H1: There is significant effect of Academic qualification on risk tolerance during financial decisions. From Table 9: It is evaluated that the computed value of chi -square is 30.066.Where tabulated value using 5% level of significance is 16.919.Computed value is greater than tabulated value so we reject our H0 (null hypothesis) and concluded that there is significant effect of Academic qualification on risk tolerance during financial decisions. Table 10 is revealing that positive correlation is exist between academic qualification and financial risk tolerance. An increase in Academic qualification caused a Positive effect on investor's ability of financial risk tolerance. # d) Association between investors annual imcome and financial risk tolerance H0: There is no significant effect of income level on risk tolerance during financial decisions H1: There is significant effect of income level on risk tolerance during financial decisions. From Table 12: It is evaluated that the computed value of chi -square is 36.475, where tabulated value using 5% level of significance is 21.026.Computed value is greater than tabulated value so we reject our H0 (null hypothesis) and concluded there is significant effect of income level on risk tolerance during financial decisions. Table 13 is revealing that Positive correlation is exist between income level of investors and financial risk tolerance. An increase in Level of income caused a positive effect on investor's ability of financial risk tolerance. # e) Association between marital status of investors and financial risk tolerance H0: There is no significant effect of marital status on risk tolerance during financial decisions. H1: There is significant effect of marital status on risk tolerance during financial decisions. .620 N 100 100 From Table 15: It is evaluated that the computed value of chi-square is 3.423 .Where tabulated value using 5% level of significance is 7.815.Computed value is less than tabulated value so we accept our H0 (null hypothesis) and concluded that there is no significant effect of marital status on risk tolerance during financial decisions. Table 16 is revealing that Positive correlation is exist between marital status and financial risk tolerance. An increase in marital status caused a Positive effect on investor's ability of financial risk tolerance. # f) Association between investors investment knowledge and financial risk tolerance H0: There is no significant effect of investment knowledge on risk tolerance during financial decisions. H1: There is significant effect of investment knowledge on risk tolerance during financial decisions. # Global Journal of Management and Business Research Volume XIV Issue III Version I Year 2014 ( ) ** Correlation is significant at the 0.01 level (2-tailed). C From Table 18: It is evaluated that the computed value of chi -square is 61.381, where tabulated value using 5% level of significance is 21.026.Computed value is greater than tabulated value so we reject our H0 (null hypothesis) and concluded that there is significant effect of investment knowledge on risk tolerance during financial decisions. Table 19 is revealing that Positive correlation is exist between investment knowledge of investors and financial risk tolerance. An increase in knowledge caused a Positive effect on investor's ability of financial risk tolerance. # g) Association between investors occupation and finanical risk tolerance H0: There is no significant effect of Occupation on risk tolerance during financial decisions. H1: There is significant effect of Occupation on risk tolerance during financial decisions. From Table 21: It is evaluated that the computed value of chi -square is 11.158, Where tabulated value using 5% level of significance is 21.026.Computed value is less than tabulated value so we accept our H0 (null hypothesis) and concluded that there is no significant effect of occupation on risk tolerance during financial decisions. Table 22 is revealing that negative correlation is exist between occupation and financial risk tolerance. An increase in occupation caused a negative effect on investor's ability of financial risk tolerance. # h) Association between investors investment experience and financial risk tolerance H0: There is no significant effect of investment experience on risk tolerance during financial decisions. H1: There is significant effect of investment experience on risk tolerance during financial decisions. From Table 24: It is evaluated that the computed value of chi -square is 33.569, where tabulated value using 5% level of significance is 21.026.Computed value is greater than tabulated value so we reject our H0 (null hypothesis) and concluded that there is significant effect of investment experience on risk tolerance during financial decisions. Table 25 is revealing that Positive correlation is exist between investment experience and financial risk tolerance. An increase in investment experience caused a Positive effect on investor's ability of financial risk tolerance. # i) Association between investors family size and financial risk tolerance H0: There is no significant effect of Family size on risk tolerance during financial decisions. H1: There is no significant effect of Family size on risk tolerance during financial decisions. From Table 27: It is evaluated that the computed value of chi-square is 6.285 .Where tabulated value using 5% level of significance is 16.919.Computed value is less than tabulated value so we accept our H0 (null hypothesis) and concluded that there is no significant effect of family size on risk tolerance during financial decisions. # Global Journal of Table 28 is revealing that negative correlation is exist between family size and level of risk tolerance. An increase in family size caused a negative effect on investor's ability of financial risk tolerance. # VI. # Conclusion This study concludes that there is an association between demographic characteristics and investors level of risk tolerance. Result shows that demographic factors like investor's age, academic qualification, income level, investment knowledge, and investment experience have significant effect on the behaviour of investors. There is positive correlation between investor's academic qualification, income level, and investment knowledge and investment experience with their level of risk tolerance during the choice of investments. However investor's age shows slight negative correlation. Increase in age at one point caused a negative effect on risk taking behaviour of investors. Other demographic factors like investor's gender, marital status, occupation and family size have no significant effect on investor's level of financial risk tolerance. ![a) Gender Among other demographic factors gender is the first effective differentiating and classifying factor (Bernasek et al. 1996) Because of the role of emotional Variables Risk attitudes differ between men and women (Loewenstein et al.2001) As compared to male investor female investors have wider risk aversion in different activities like financial decision making (Stendardi et al. 2002).](image-2.png "") b) AgeOlder people tolerate more risk as compare tothe young investors (Grable and Lytton, 1999b: 7)Young investor can not accurately assess about hiswork performance as compare to older one. Old peoplegain investment knowledge and experience, and makebetter investment Choices (Kumar, and Korniotis, 2011).In contrast some researchers found that increasing age of investors caused decrease in risk tolerance (Jiankopolos and Bernasek 2006).Further some researchers explored that investors age and financialYear 2014risk tolerance have no significant relationship (Al-Ajmi,2008: 21) (Anbar and Eker 2010: 505) Gumede (2009).c) Education Third demographic factor which caused a higher financial risk tolerance during decision making process is education i.e. formal attained academic training (sung, Hanna, 1996). Level of education obtained and risk tolerance have a positive relationship (Kimball et al 2007: 20) (Graham et al. 2009). Contra-dictory results are also shown by some researchers, which are exploring that no significant relationship is exist between education and risk tolerance whilst the Strydom et al (2009) Gumede (2009: 27).Volume XIV Issue III Version I( ) CBGlobal Journal of Management and Business Research 1VariablesNumber of Investors%AgeGenderMale73Female27Total100100AgeBelow 30 years4230-40 years2640-50 years1850-60 years1260 or Above 60 years02Total100100Marital StatusSingle38Married62Widow00Divorced00Total100100Academic Qualification levelBelow Graduation11Graduation43Post Graduation37Others99Total100100Income ( Per annum )Below Rs. 160,00033Rs.1,60,000-Rs.3,20,00012Rs.3,20,000-Rs.4,80,00025Rs.4,80,000-Rs.6,40,00014Rs. 6,40,000 and Above16Total100100OccupationStudent09Professional18Business14Service46Others13Total100100Investment ExperienceBelow 1 year301-4 Years404-7 years177-10 years0810 Years or Above05Total100100 2RISKTotalBelow averageAverageAbove averageVery highMale312810473GENDERFemale12114027Total4339144100 3ValueDfSig.(2 sided) 4GenderRisk 5RISKTotalBelow AverageAverageAbove AverageVery HighBelow 30 years19185042Age30-40 Years89722640-50 Years610201850-60 Years82021260 Years and above20002Total4339144100 6ValueDfSig. (2-sided) 7AgeRisk 8RiskTotalBelow average AverageAbove averageVery highQualification Level Below graduation1100011Graduation20193143Post Graduation9187337Others32409Total4339144100 9ValueDfSig. (2-sided)Pearson Chi-Square30.0669.000 10EducationRisk** . Correlation is significant at the 0.01 level(2-tailed). 11RiskTotalBelow averageAverageAbove averageVery highBelow Rs. 160,0002382033IncomeRs.1,60,000-Rs.3,20,000660012Rs.3,20,000-Rs.4,80,0007116125Rs.4,80,000-Rs.6,40,0003101014Rs. 6,40,000 and Above445316Total4339144100 12ValueDfSig. (2-sided)Pearson Chi-Square36.47512.000 13IncomeRisk 14RiskTotalBelow averageAverageAbove averageVery highMarital StatusSingle17147038Married26257462Total4339144100 15ValueDfSig. (2-sided)Pearson Chi-Square3.4233.331 16Marital StatusRisk 17Risk 18ValueDfSig. (2-sided)Pearson Chi-Square61.38112.000 19KnowledgeRiskPearson Correlation1.592**KnowledgeSig.(2tailed).000N100100Pearson Correlation.592**1RiskSig.(2tailed).000N100100 20RiskTotalBelow averageAverage Above averageVery highStudent53109OccupationProfessional5103018Business453214Service21176246Others841013Total4339144100 21ValueDfSig. (2-sided)Pearson Chi-Square11.15812.515 22OccupationRisk 23RiskTotalBelow averageAverageAbove averageVery highLess than 1 Years1794030Experience1-4 Years141970404-7 Years6821177-10 Years2213810 years or Above41005Total4339144100 24ValueDfSig. (2-sided)Pearson Chi-Square33.56912.001 25ExperienceRisk 26Year 2014Volume XIV Issue III Version I( ) CManagement and Business Research 27ValueDfSig. (2-sided)Pearson Chi-Square6.2859.711 28Family SizeRisk © 2014 Global Journals Inc. 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