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The markets have been moving from statism to more of dynamism and are continuously changing the exposure to risk. As the level of risk has been increasing, more and more money is at stakeamong different demographic profiles. This paper explores relationship between level of risk anddemographic factors of investors’ confined to Rajasthan state. Depending upon risk appetite, thereis an increase in number of investment avenues available for investors like bank deposits,government / private bonds, shares and stocks, exchange traded funds (ETF), mutual funds,insurance, derivatives, gold, silver, currencies, real estate, etc. Most of the investors’ primaryobjective of investment is to earn regular income and expected rate of return differs fromindividual to individual based on their level of market knowledge and risk taking ability. Thispaper further reveals that there is a negative correlation between Marital Status, Gender, Age,Educational Qualification and Occupation of the investors’ also there is a positive correlationbetween Cities, Income Level and Knowledge of the investors’. This has been identified on thebasis of cross analysis by applying Correlation analysis.Keywords: Investment, risk, critical, correlation, investors, occupation.
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