RISK APPETITE VS. RETURN: HOW INVESTORS CHOOSE BETWEEN MUTUAL FUNDS AND ULIPs

This study investigates the relationship between investors' risk appetite and their preference for mutual funds or Unit Linked Insurance Plans. As financial instruments continue to evolve and offer a broad spectrum of benefits and risks, understanding investor behavior becomes essential for financial advisors, policymakers, and fund managers. The research is grounded in primary data collected from 100 respondents using structured questionnaires. It seeks to analyze how demographic and psychographic factors influence investment decisions, particularly in relation to perceived risk and expected return. Statistical tools including chi-square tests and correlation analysis are applied to test the hypotheses. The findings highlight significant associations between risk appetite and investment choice, with implications for personalized financial planning and investment education. Keywords: Risk appetite, Investment choices, Mutual funds, ULIPs, Financial risk, Investment behavior, Risk tolerance, Asset allocation, Investor profiles, Risk-adjusted returns, Capital markets, Investment diversification, Financial planning, Quantitative risk analysis, Investor demographics, Financial instruments, Risk mitigation, Return on investment.