Mutual Fund Investors Expectation and Experience A Gap Analysis from Customerss Communication Perspective of Marketing Mix

Abstract

Customer expectation and perceived experience has significant impact on the future of a product. The purpose of marketing is to identify the expectations of the customers and try to meet the customers’ expectations to the extent possible. This paper considers mutual retail fund investors as customer and attempts to study the expectation and experience gap of retail investors of mutual fund from the customer ‘communication dimension’ of marketing mix. Customer communication is one of elements of 4C concept of marketing mix. The customer communication element tries to overcome the limitation of ‘promotion’ element of 4P’s of marketing mix. The study was conducted in Guwahati and was limited to retail mutual fund investors only. A sample of 257(mutual fund investors) was selected with the help of snow ball sampling for data collection. The collected data was analyzed with the help of SPSS. Cronbach’s Alpha, Kolmogorov Smirnov test, and Paired t- test have been performed to check the reliability of scale, normality of distribution and test the hypothesis set for the study respectively. The study revealed that a significant gap exists between the expectation and perceived experience of the retail investors of the mutual fund from the customer communication dimension of marketing mix.