Author(s): Süreyya ECE
Today, it is expected that organizations providing individual investor portfolio consultancy services should offer better service to customers. The way to meet this expectation is to go out of standard patterns and do different work for each individual. For this reason they need to know the customers very well. The more well a financial institution knows its customers, the more likely it will be to create a portfolio that is appropriate for the customers. Even if the investor who is satisfied with the created portfolio is harmed, it will not hold the service provider responsible and continue to work with this organization. The aim of this study is to investigate the effect of individual investors' demographics and investment knowledge on their investment behavior and to show which type of investor prefers which type of investment instrument. Within the scope of the study, a survey was conducted with individual investors in Batman province. The obtained data were analyzed by Chi-square test. In the survey, it was seen that the participants' gender, age and marital status variables did not affect their investment preferences, but education status and investment knowledge affected their investment preferences. It is expected that the results of this research will inform the institutions that provide portfolio advisory services to the individual investors about which type of investment portfolio they should create for their customers.