ANALYSIS OF FINANCIAL RISK PERCEPTIONS ON INVESTMENT DECISIONS OF WOMEN WITH DIFFERENT DEMOGRAPHIC PROFILES

In the literature, it is emphasized in the studies that women's low level of financial risk tolerance, which plays an important role in financial decisions, reflects in their investment decisions. While making investment decision, due to the fact that women have higher level of financial risk perception than men, it seems that they prefer to invest carefully and in investment instruments with less risk although they will get less return. When we consider the opinion that risk perception of female investors is higher than that of male investors and the findings of the studies on this topic, it is understood that the factors affecting risk perception should be examined in detail for female investors. This study focuses on the fact that current stimuli on investment risk can be perceived differently by women, by their condition and by the influence of various factors, so that they can be interpreted differently and consequently lead women to different investment behaviors. Accordingly, the purpose of the research is that the financial risk perceptions of investment decisions of women in different demographic profiles are examined through a focus group interview that allows participants to express themselves comfortably. The sample consists of 24 female investors who have a certain level of income but have different demographic characteristics and investing. At the end of the study, it has been understood that the factors that most affect financial risk perceptions are the level of income, financial literacy, upbringing style and courage that are under the socioeconomic and demographic characteristics and human capital and knowledge level themes.