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Mutual Fund Case Study

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ACKNOWLEDGEMENT

I would like to take this opportunity to express my profound gratitude to everyone who has helped me in completing the allotted project. I would like to thank the management at Anmol Share Broking Ltd., Bengaluru for the very unique opportunity that they have provided me with and enabling me to gain exposure in a manner which can be a cornerstone in my career ahead. This truly was a valuable opportunity. I would like to thank my mentor here, Mr. Karthikeyan, Manager at Anmol Share Broking Ltd., Bengaluru for being extremely supportive and the guidance that they have provided during the 8 weeks I have been here.

My sincere thanks to the faculty of Marketing at SCMHRD Ms. Vaishali Mahajan for taking out time to visit Anmol …show more content…
Mutual fund firms are continuously following the race in their endeavour to differentiate their products from competitors by responding to sudden changes in the economy. When compared to developed countries where Mutual fund has penetrated deeply into the financial system of people, the product could not get much popularity in India. Even though Mutual Funds provides investors an option of diversified investment with varying degree of risks, in practice it has failed to become a primary investment choice for Indian customers. The study focuses its attention towards the possibilities of measuring the satisfaction level and expectations of the Mutual fund products. It examines the changing behavioural patterns of the customers with respect to time and correlates the pattern with the economic conditions of the economy (National & Global). The report also attempts to suggest recommendations to improve the current perception level and customer patronage so that the customer gains the confidence/understanding, thus actively involves in Mutual fund investments. The study makes use of a few important attributes which has been discussed in the later part of the report and also …show more content…
It does not try to compare the changes in the customer perception on Mutual fund investment and the factors that are responsible for the change. There are factors which may be responsible for the investors to switch Mutual funds or prefer mutual funds. Those factors include risk, asset allocation, returns, time period, performance of the fund, portfolio diversification to name a few. Hence, these factors are considered to be crucial before changing funds regardless of whether they invest in Non- Equity linked savings scheme or in Equity linked savings scheme (ie. ELSS and Non-ELSS). As mentioned earlier, in previous research attempts, factors concerning demographic and psychographic like gender, income level, educational qualification have critical role to play in their attitude towards investment in Mutual funds. On the contrary age and occupation have not been found influencing the investor’s

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