Abstract
The study is based on a sample of 431 respondents chosen using convenience sampling to understand the mutual fund buying behaviour of the individual investors. The article identifies the various attributes that investors consider important while investing in mutual fund. There are two underlying factors of importance that are extracted namely Credibility of the fund and Miscellaneous features of the fund. The relationship of these factors with demographic variables is ascertained. The article suggests recommendations for the mutual fund companies and suggestions for future research.
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