Likudie, Perpetual Yaa Mawuse2021-02-172021-02-172020-05http://hdl.handle.net/20.500.11988/615Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020To make the most out of investment choices, investment advisors need to understand the risk propensity that an investor can tolerate. However, measuring this risk propensity is very difficult, as it must be quantified. Among the many factors that influence risk tolerance is the demographic profile of the investor. A review of the literature proved that extensive research exists in the area or has been explored. However, the findings are inconclusive. This scenario displays an unclear picture of the demographic factors that affect risk. This study explored the influence of selected demographic factors, the variations within the demographic factors, and determine whether there was a significant association between f risk tolerance and investment choices of the investors. A quantitative method was employed with a sample size of 231. The study used a binary logistics regression model and contingency analysis. The results showed that gender had a significant influence on risk tolerance. Education, employment status, religion, and one’s Christian denomination were not significant predictors. Findings from the research also suggested that females, high school students, younger investors, and Christians are risk-averse. However, among the Christian denominations, Catholics and Pentecostals are risk-averse. Finally, the study concluded that there was a significant association between risk tolerance and investment choices.enrisk propensitydemographic factorsinvestmentreligious denominationsThesis