International Journal of Marketing & Financial Management
Print ISSN : 2349 –2546
Online ISSN : 2348 –3954
Frequency : Half Yearly
Current Issue : Volume 14 , Issue 1
2026
Pushti B. Gajera, Dr. Taral Patel
Pushti B. Gajera, Student, B.V. Patel Institute of Management, Uka Tarsadia University
Dr. Taral Patel, Associate professor, B.V. Patel Institute of Management, Uka Tarsadia University
DOI : https://doi.org/10.5281/zenodo.19937920 Page No : 111-122
Published Online : 2026-05-01
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ABSTRACT
This study examines investor behaviour towards mutual fund investments in Surat with a focus on behavioural and awareness factors influencing investment decisions. Using a descriptive research design and primary data collected from 150 respondents, the study applies factor analysis and regression analysis to identify key determinants. The findings reveal that investors are goal-oriented, risk-aware, and prefer systematic investment practices such as SIPs. Financial planning and social influence significantly affect mutual fund preferences, while risk perception influences investment mode. However, awareness-related factors show limited impact on investment decisions. The study concludes that behavioural dimensions play a more prominent role than awareness factors in shaping mutual fund investment behaviour.
Keywords: Investor Behaviour, Mutual Funds, SIP (Systematic Investment Plan), Risk Perception, Financial Planning, Social Influence, Goal Orientation, Behavioural Finance, Investment Decision.
