Proceedings of the 39th International Academic Conference, Amsterdam

THE INFLUENCE OF DEMOGRAPHIC FACTORS ON SOUTH AFRICAN INVESTORS' LIFE SATISFACTION

SUSARA JOHANNA FERREIRA

Abstract:

Satisfaction with life is not always a set concept and may vary according to the demography of investors. Demographical factors can classify investors into various categories of life satisfaction, which can ultimately impact investment decisions. The level of life satisfaction can influence investment by causing a deviation between expected and actual investment choices. Gender can be grouped between males and females with different investment decisions based on each group’s satisfaction with life. The aim of this study is to determine the satisfaction with life of investors considering their gender, age group, ethnicity, income group and marital status. The results of the study show that male investors are more likely to have a positive life satisfaction and make optimistic investment choices compared to female investors. Investors who are older than 50 years of age, married or earn more than R700 000 annually are more likely to have a positive life satisfaction and make more optimistic investment choices, while investors with a negative life satisfaction are more likely to make pessimistic investment choices.

Keywords: Satisfaction with life, investors, demographic factors, investment choices

DOI: 10.20472/IAC.2018.039.013

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