The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Taqadus Bashir, Sadia Shaheen, Zahra Batool, Mohsin Hassan Butt and Aaqiba Javed

Behavioral finance focuses on psychological factors—such as risk perception and portfolio management—that play a crucial role in investors’ financial decisionmaking. This study investigates the effect of risk tolerance and demographic characteristics on risk perception and portfolio management, which, in turn, affect investors’ decisions. Applying structural equation modeling to data collected from a sample of 120 respondents, we find a significant and positive relationship between risk perception and risk tolerance. Similarly, certain demographic characteristics, such as age and education, have a significant and positive relationship with risk perception while others, such as income and gender, have a significant but negative relationship with risk perception. Risk tolerance has a significant but negative relationship with portfolio management. Age, education, and income have a significant but negative relationship with portfolio management, while gender has a significant and positive relationship with portfolio management.