Behavioural Finance

In a wide range of business areas it is common for managers to seek to understand their clients' profiles so that they can offer products and services that are better suited to their needs. Investor Profile Analysis (API) also known as suitability has its meaning associated with the word adequacy. However the financial markets especially the stock market have yet to develop a standardised set of tools to identify investor profiles and at the same time tailor the offer of financial products and services to the risk profile of these investors especially those in the stock market. Therefore through a study carried out with 59 respondents made up of clients of a stock brokerage firm this study set out to analyse an Investor Profile Assessment Tool (API). Using multiple regression analysis this study identified which of the factors that make up this assessment tool are really necessary to draw up an investor profile.