Abstract:
This research was set to establish whether time period of retail investors in the stock market, cost of the stocks,
profits declared by listed companies, investor’s income, availability of stocks, investment returns and prior
advice influence demand of stocks by retail investors in the stock market. It revealed that increase in investor’s
income, investment returns, profits of listed companies, prior advice, time period, and availability of stocks have
a positive relationship with the demand for stocks by retail investors, while cost of stocks has a negative
relationship with the demand for stocks by retail investors in the stock exchange market. It recommends that
there is need for further professional training on the stock exchange market as most investors rely on their
friends advice before investing in the stock market. It also recommends that the government through the CMA
and NSE ought to put up stringent measures to safeguard the public from scrupulous brokerage firms.
