A Study on Financial Risk Tolerance and Preferred Investment Avenues of Investor

ABSTRACT Financial Risk Tolerance is an important factor that influences investors' decision while selecting investment avenues. The objective of study was to assess the financial risk tolerance of Investors in present scenario and then analyzing their preferred investment avenues. The result of study found that most of the investors belong to average risk tolerance category which means that they were neither risk taker nor risk averse in nature. Study also found that Insurance as an investment avenue was the most preferred investment alternatives.