Analysis of Factors Affecting Investors Perception of Mutual Fund Investment

Consumer behaviour is an important area of research studies. This study is focused on measuring
the investors expectation and their preferences. It also attempts to gauge the factors that they take
into consideration before making any investment in mutual fund as well as the awareness level
among individual investors regarding mutual fund investment.
Introduction:
Indian mutual fund industry provides reasonable option for an ordinary man to invest in the share
market. Schemes provide variety of options according to individual objective whatever their age,
financial position, risk tolerance and return expectations. In recent past we have seen a huge growth
in Indian V mutual fund industry.
Mutual fund is structured around the mitigation of risk through the diversification of investments
across multiple entities. Mutual fund provides them professional portfolio management service at
lower cost.
The mutual fund industry has evolved as an important financial intermediary in the Indian capital
market. As on march 2009, the industry comprising 37 assets management companies, managed
financial asset of over 4.89 trillion. According to ASSOCHAM stuy, asset under management as
percentage of GDP in India is 4.12% as against those of Australia 88.22%, Germany 10.54%, Japan
7.57%, UK 8.81%, USA 61.27%and brazil 19.95%
The problem