Finanças Comportamentais: Uma análise comparativa do perfil do investido no Mato Grosso e em São Paulo

The Brazilian investment market has grown in recent years, increasing interest in understanding the factors that influence investor behavior. This research analyzed how demographic and behavioral aspects impact the investment profile and decisions of individuals in Mato Grosso and São Paulo. The sample consisted of 100 respondents, 50 from each state, selected by convenience. Data was collected through a structured questionnaire with 25 multiple-choice questions addressing age, education, income, decision-making during crises, risk profile, financial knowledge, use of technology, and information sources. The approach was mixed, with descriptive quantitative analysis and qualitative interpretation of the findings in light of behavioral finance theory. Descriptive statistics and association tests (Pearson's chi-square and Fisher's exact test) were used. The results indicated significant associations between state of origin and variables such as age, education, income, crisis behavior, comfort with technology, and criteria for choosing investment tools. On the other hand, investment decisions and financial literacy levels were independent of geographic location. These findings reinforce the importance of considering regional factors when developing financial education strategies and customizing products and services. Governments, educational institutions, and industry players can enhance their initiatives by adapting them to local sociodemographic profiles, promoting greater financial inclusion.