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Abstract
People save and invest their money for the purpose of getting extra money in order to meet their future financial needs. Every investment avenue is associated with return and risk. Investment decisions are made with the expectation of earning certain rate of return. But the actual return earned by the investor may differ from expected return. Hence investors provide more attention for risk which is associated with every investment avenue while taking investment-decisions. Every individual will have different risk tolerance levels and it depends on various factors. The main objective of this study is to understand the influence of demographic factors on risk tolerance level of investors in Kurnool city.