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Journal of Management Research and Analysis

Consumer demographics and the attitude towards mutual fund

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Author Details: Ramakrushna Mishra

Volume : 5

Issue : 1

Online ISSN : 2394-2770

Print ISSN : 2394-2762

Article First Page : 42

Article End Page : 47


Indian mutual fund industry is in upward trend as the assets are increasing under management of various fund houses. It is found that mutual investment is less risky than investments in stocks which are therefore a safer option for investors who avoid risk. It has been observes from the market that most of the investors ae not aware of the benefits of mutual funds. This research paper has given emphasis on the awareness level of respondents towards mutual fund and also an attempt has made to identify various variables responsible for investors to invest in mutual funds. Findings of the research will help the companies to identify the areas of improvement required to create more awareness among mutual fund investors. A sample size of 250 comprising of different profile investors considered for the survey and for that judgment sampling procedure followed. The sixteen variables considered for the study that influences the attitude towards mutual fund has taken and analyzed with the help of factor analysis through SPSS and four factors generated which are risk, belief, terminal value and self-concept. These ae the few factors like risk, belief, terminal value and self-concept which has considered by the customers during their investment in mutual funds.

Keywords: Mutual, Fund, Factor, Eigen, Value.

Doi No:-10.18231/2394-2770.2018.0008