Effect of decisional factors on mutual funds actual purchase behaviour among Indian investors

Abstract

Indian investors have always shown interest towards savings and investment. Indian economy has shown a shift of preference of investment avenues from traditional avenues like gold and other precious metals to mutual funds. Financial sector is helping Indian economy and mutual fund has emerged as one of the fastest growing sectors. Mutual funds make saving and investment simple, accessible, and affordable. Thus, it has become imperative to study mutual funds from a different angle, which is to focus on investor's perception, expectations, subjective norms and buying behaviour. This research paper is focused on the number of factors that highlights investors' actual purchase behaviour towards mutual funds. This study has included seasoned mutual fund investors as respondents from across India using survey method for collecting data. SPSS Amos 20 was used to analyse data using structural equation modelling (SEM). Results have shown that investor's subjective norms and perceived purchase risk affects purchase decision involvement. It was also found that the role of information search and information processing of mutual funds has a major impact on actual purchase behaviour of an investor.