Mutual Fund as part of Financial Markets become familiarized among investors because of their risk sharing nature and also facilitates easy operations with good return. Research in behavioral finance is relatively challenging and new. Within behavioral finance it is assumed that the attitude structure, characteristics of market participants and the expectations of the investors are systematically influenced the investment decisions as well as market outcomes. Investors’ attitudes drive from psychological principles of decision making to explain why people buy or sell stocks. The research we have done was on the topic “Study on Investors Attitude towards Mutual Fund”. This study aims at identifying the most and the least influencing factors of the investors’ attitude. This study is based on descriptive research design. The data was collected with the help of a questionnaire. The questionnaire included 25 items that belongs to six categories: - (1) Willingness to respond – Personal Experience. (2) Media usage – knowledge gained from outside (3) Investors’ psychology on income (4) Other people are considered important – the direction of funds various sectors. (5) Emotional factors and habits – Environmental Circumstances, age etc. (6) Culture – Satisfaction level. The sample size considered for the study was 130 where in all the samples were the investors of ShareKhan limited, Chennai.
Investor Attitude, Attitude Structure, Investors Psychology, Mutual Fund Preference, etc.
P. Govindasamy; Dr. E. Viswanathan, Study on Investors Attitude Towards Mutual Fund with Special Reference to Sharekhan Ltd, Chennai, HCTL Open International Journal of Technology Innovations and Research (IJTIR), Volume 16, July 2015, e-ISSN: 2321-1814, ISBN: 978-1-943730-43-8.