Demographic Factors and Individual Investor’s Decision Making

Abstract

Objective of the study is examining the impact of demographic variable on individual investor’s decision making. The 47 GN divisions located in Jaffna municipal council. Out of these 47 GN divisions, 20 divisions were selected on the basis of their census of population. 100 questionnaires collected for this study purpose. According to the Analysis researchers can conclude that respective R² value of 0.630   denotes that 63% of the observed variability in investment decision can be explained by the difference in variables namely gender, educational level, age, marital status and monthly income. Based on Pearson correlation analysis researchers found that demographic factors like age, marital status and monthly income have significant relationship with investment decision while some demographic factors like gender and educational level have no significant relationship with decision making. From one way ANOVA analysis revealed that there is a significant difference in investment decision making amongst individuals from different income groups.

Key Words: Demographic factors, individual investor’s decision making,