Abstract
In the present scenario, investing has become a complex activity because various financial products have a gamut of facets or traits. The present study analyzes risk, liquidity, time, and tax benefit based on demographic variables of investors preferring to invest their savings in mutual funds (Debt-based) and fixed deposits. The study unveils that the safety of principals concerning the marital status and brand image and family member opinion concerning education and monthly income have significant variance. Thus, the research study helps to understand contrasting potential factors of an investor who is prominently risk-averse or risk cautious and invests their maximum savings in mutual funds (debt-based) and fixed deposits. The study will help the marketers formulate strategies for risk-averse customers and spend every penny of their savings with caution. Similarly, it will also support various government agencies to develop multiple policies targeted at increasing investor awareness.
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