This study examines the impact of demographic factors on the investment decisions of investors in Jaipur district. Primary data were collected from 130 respondents using a structured questionnaire. The investment decision was measured through the respondents’ preference while investing ₹1 lakh, categorised into three risk levels: Low risk (Fixed Deposit), Moderate risk (Gold/Real Estate or Mutual Funds), and High risk (Stock Market/Equity). The demographic variables analysed include age, gender, marital status, income, occupation, educational qualification, and type of residence (urban, semi-urban, and rural). Cross-tabulation and Chi-square test were applied to examine the relationship between these demographic factors and risk preference. The results reveal that age, gender, marital status, income, occupation, and educational qualification have no significant relationship with the investment decisions of the respondents. However, a significant relationship was found between type of residence and risk preference. The study concludes that the place of residence plays an important role in shaping the investment behaviour of individuals in Jaipur district, while other demographic factors do not show a statistically significant influence.
Kanchan, K. & Meena, N. (2026). Impact of Demographic Factors on Risk Preference of Investors in Jaipur District. Journal of Commerce, Economics & Computer Science, 12(03), 158–170. https://doi.org/10.62823/jcecs/12.03.9522
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