INVESTMENT BEHAVIOUR OF CONSUMERS TOWARDS MUTUAL FUNDS - AN EMPIRICAL STUDY IN SURAT CITY

摘要

Consumer behaviour is the sum total of activities that consumers perform in searching for, purchasing, consuming, assessing and disposing of products and services that they anticipate will satisfy their needs. In order to build and run business productively, it is inexorable for companies to study and understand the shifting consumer behaviour in this dynamic business scenario. The eventual behaviour of consumer is also principally affected by numerous cultural, social, personal and psychological aspects. To accomplish the purpose of understanding the investment behaviour of consumers while they invest in mutual funds in Surat city, structured questionnaire was administered to 150 respondents applying descriptive research design and non-probability sampling method. Efforts are also placed to find out whether the investor's occupation and income affect their decision-making process or not. Based on the study, it is found that investors prefer growth option through systematic investment mode while investing in mutual funds. During the process they are largely affected by brokers/banks. Aspects like safety and diversification are considered important while selecting mutual funds.