Mutual Fund is a retail product designed to target small investors, salaried people and others who are intimidated by the mysteries of stock market but, nevertheless, like to reap the benefits of stock market investing. At the retail level, investors are unique and are a highly heterogeneous group. Hence, their fund/scheme selection also widely differs. Investors demand inter-temporal wealth shifting as he or she progresses through the life cycle. This necessitates the Asset Management Companies (AMCs) to understand the fund/scheme selection/switching behavior of the investors to design suitable products to meet the changing financial needs of the investors. With this background a survey was conducted among 200 Mutual Fund Investors in Dehradun city to study the factors influencing the fund/scheme selection behavior of Retail Investors. This paper discusses the survey findings. It is hoped that it will have some useful managerial implication for the AMCs in their product designing and marketing. Now mutual fund industry is facing competition not only from within the industry but also from other financial products that may provide many of the same economic functions as mutual funds but are not strictly MFs, and in this research project it is discussed which financial product customer like most and the reason why an investor wants that financial product and the reason found with the help of the survey conducted.

Monirul Islam," Customer Behavior towards Purchasing Mutual Fund- A Study of Dehradun City”, International Journal of Computer Engineering In Research Trends, Volume 3, Issue 9, September-2016, pp. 521-529

[1] Anjan Chakrabarti and Harsh Rungta, 2000,
“Mutual Funds Industry in India: An indepth look
into the problems of credibility, Risk and Brand”,
The ICFAI Journal of Applied Finance, Vol.6, No.2,
April, 27-45.
[2] De Bondt, W.F.M. and Thaler, R, 1985, “Does the
stock market over react?” Journal of Finance, 40,
793-805
[3] Gupta, L.C., 1994, Mutual Funds and Asset
Preference, Society for Capital Market Research and
Development, Delhi.
[4] Helena Agnes S. Valderrama and Carlos C. Bautista
University of the Philippines December 2003, “The
Development and Performance of the Philippine Mutual Funds Industry” in the context of
Philippines.
[5] Ippolito, R., 1992, “Consumer reaction to measures
of poor quality : Evidence from Mutual Funds”,
Journal of Law and Economics, 35, 45-70.
[6] Kavitha Ranganathan (M.Phil- Commerce),
Maduri Kamaraj University, “A study of fund
selection behavior of individual investor towards
Mutual Fund”, in context of Mumbai City.
[7] Madhusudan V. Jambodekar, 1996, Marketing
Strategies of Mutual Funds – Current Practices
and Future Directions, Working Paper, UTI – IIMB
Centre for Capital Markets Education and
Research, Bangalore.
[8] Raju, September 2006, “Mutual Fund Investment
Preferred or Induced?” Portfolio Organizer Vol. ..
No. , 33-40.
[9] Shankar, V., 1996, “Retailing Mutual Funds: A
consumer product model”, The Hindu, July 24, 26.
[10] Shanmugham, R., 2000, “Factors Influencing
Investment Decisions”, Indian Capital Markets –
Trends and Dimensions (ed.), Tata McGraw-Hill
Publishing Company Limited, New Delhi, 2000.
[11] Sujit Sikidar and Amrit Pal Singh, 1996, Financial
Services : Investment in Equity and Mutual Funds
– A Behavioural Study, in Bhatia B.S., and Batra
G.S., ed., Management of Financial Services, Deep
and Deep Publications, New Delhi, Chapter 10,
136-145.
[12] Syama Sundar, P.V., 1998, “Growth Prospects of
Mutual Funds and Investor perception with
special reference to Kothari Pioneer Mutual
Fund”, Project Report, Sri Srinivas Vidya Parishad,
Andhra University, Visakhapatnam.
[13] T.R. Rajeswari (Ms. T.R. Rajeswari & Prof. V.E.
Rama Moorthy), “ An Empirical Study On Factor
Influencing The Mutual Fund/ Scheme Selection
By Retail Investor”
WEBSITES
I. www.amfiindia.com
II. www.capitalmarket.com
III. www.mutualfundindia.com
IV. www.valueresearch.com