Making stock purchase decision is preceded by analysis of different factors that can minirnize investor's risk. There are many analogies between consumers' and stock investors' behaviour, thus solutions of buyer's market may be also applied to the financial market. As the example, there may be mentioned decision-making procedure's models. One of them, used in this article, is 'stimulus-reaction' model, which explains a complex structure of stock investors' behaviour. It makes it possible to identify all the factors that have impact on these decisions, such as marketing instruments directed to capital market participants; economical, technical, political and law factors that shape investors' behaviour; it also takes into consideration such factors as personality, culture, social and psychological traits of investors, that may have influence on their decisions. Knowledge of this model may be helpful for companies in understanding investors' behaviours, which allows developing effective marketing strategy, thus guarantee assessing capital and minimizing stock investors' risk.
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