摘要:The objective of the present study is to ascertain the influence of four elements of marketing mix on the overall risk perception of the employees in respect of equity shares of company where they work and the equity shares of companies where they do not work. It was found that out of the four elements of marketing mix, the product and price driven measure of risk perception do not influence the overall risk perception in respect of equity shares of OIL where they work; whereas the promotion and place driven measures of risk perception do influence the overall risk perception in respect of equity shares of OIL. In respect of equity shares of other than OIL, all the four elements that is product, price, place and promotion influence the overall risk perception.